Believe it or not, she started as an unpaid promotions intern with the company Rubber City Radio Group and worked her way all the way up to management.
For the most part, Alternative stations have stopped chasing after one-off TikTok artists and gone back to what the format is best at: finding and exposing talented new musicians who will (ideally) have long careers.
“KTCL is a hyper-local, music-focused tastemaker with personality,” explains Nerf. “It’s all about the music, but we find ways to deliver the music that makes us more than just a jukebox.
Yes, we have to be familiar, we have to be hit driven, we have to be sticky, but if we’re not taking time to break the rules and have some fun once in a while, we’re boring AF.
Borrell Associates projects that figure will climb considerably over the next four years as the industry undergoes what it describes as a "great reshuffling."