On this blog, the topic of radio stations getting out of their friendly confines and taking shows and personalities out to the community has been a frequent one. At Radiodays in Dublin back in 2014, I was especially impressed by the elaborate remote vehicles stations had designed, created, and engineered to accomplish just that. Sadly in the States, these types of outreach programs have become more of a rarity.
Local radio, at its best, has a hometown feel, reflecting the ethos, vibe, and character of its communities. That’s why when we read the recent story about
public radio’s KCSN in Los Angeles hooking up with a neighborhood shopping development and premium sound brand to create a studio/performance space, it stood out.
The Westfield Corporation is one of the world’s leading shopping center companies with 40 properties, including retail centers in London, New York, and San Francisco. The company’s strategy for these shopping destinations is strategically centered on “integrating food, fashion, leisure and entertainment,” according to their website.
That may sound like corporate doublespeak until you consider this new initiative – a development called The Village at Westfield Topanga in LA. Opening in September, The Village will feature a myriad of upscale retail stores, 15 restaurants, a “happy hour” lounge, two health clubs and more. The company has also partnered with a local muralist, and UCLA’s School of the Arts and Architecture.
But the big story is the deal they cut with California State University Northridge’s public radio station 88.5 KCSN. And that’s the innovative part because The Village will feature a broadcast studio and a performance area for hosting live musical performances. All the equipment for this venture is supplied by the Harman Group/JBL, so you know it will be state of the art.
KCSN is programmed by industry veteran Sky Daniels, a radio pro with a diverse resume that includes W4, KMET, WLUP, and KFOG, as well as stints with Sony Music, Universal Music, and Radio & Records. Sky has always been a radio enthusiast, an idea guy with boundless energy and passion.
KCSN is officially listed as a Triple A formatted station, but Sky prefers the label “Smart Rock” – a term he coined that embraces both emerging Indie and Alternative acts, along with heritage artists. The mix has received critical acclaim from music fans and many artists, including Paul McCartney who called the station to thank them for their support of his recent record.
If you knew Sky as a DJ back in the day, he was always about hitting the streets and connecting with listeners. In his role at KCSN, he’s taken that to a much higher level, architecting deals like this one with Westfield. This is an innovative step that fits right into our Radio’s Most Innovative initiative. We asked Sky to share the details about this next step for his station.
JM: How did the partnership with The Village at Westfield Topanga come together?
SD: Westfield’s Senior VP of Development, Larry Green, along with his predecessor, Chuck Martinez, became real fans of the station’s programming. Along with the Westfield Marketing team, they felt that KCSN’s programming was perfectly suited to the affluent, educated target base they were aiming for. The West Valley is the fifth richest area in the United States, and Westfield is creating a “Social gather and retail center” for that affluent populace.
JM: How did the Harman Group/JBL get involved in the project?
SD: We brought Harman/JBL Pro to the table with Westfield. Harman’s national headquarters is one mile from KCSN’s main studio. Their senior executives, like Westfield, have become extremely fond of KCSN’s programming. We both (Westfield and KCSN) understood that the audio/visual experience must be superior to what had previously been utilized in community center endeavors. JBL was intrigued by the opportunity to build a content platform with Westfield. This has become a collaborative partnership that we hope will lead to transformative possibilities for artist development on a national basis.
JM: What were the biggest obstacles you had to overcome in the process of making this happen?
SD: Perception of what the experience will actually be. It’s hard to understand that this is not “playing at a mall.” This puts KCSN at the center of what will become one of L.A.’s largest social environments, with the chance to make over 20 million people aware of KCSN’s position as a tastemaker in music. In a market as large as Los Angeles, that is a powerful platform for awareness with music consumers and KCSN listeners.
JM: Did being a public radio station help or hinder bringing this project to fruition?
SD: I think it helped. California State Northridge’s President, Dr. Dianne Harrison, recognizes that KCSN is an active supporter of the musical arts. This increases KCSN’s brand awareness, as well as CSUN’s. It also means this project wasn’t driven by revenue concerns, which bluntly, is often the sole purpose of commercial radio. KCSN’s mission is to support musicians.
JM: What suggestions would you have for a station that might want to attempt a similar project?
SD: There is a great deal of need for access to musical acts, which being in Los Angeles provides KCSN a relatively unique position. This is going to be a prototype for future retail branding and we’re hoping to work with Westfield on developing a network of other non-comm music stations as they continue to evolve the retail experience nationally. We are working with Westfield and JBL to inspire the artist and label communities to see how this could eventually impact distribution models in the brick and mortar environment.
JM: In the press release, your quote says the station will be The Village’s “curator of popular music and entertainment.” Does that mean the relationship extends beyond the studio and the live performances?
SD: Yes. Westfield shares our desire to create musical entertainment experiences as part of the ‘social-gathering place.’ This idea is not limited to the physical studio and stage at The Village. KCSN will endeavor to be a catalyst with the artists and labels in that regard, as Westfield evolves their lifestyle initiatives.
JM: Outside of hosting live performances, how will the station make use of the remote studio?
SD: We will broadcast on a daily basis in mornings/middays from the remote studio. Our personalities will be able to create an active presence with listeners. We also intend to turn Sunday into a regular opportunity for L.A.-based artists to gain exposure to a sophisticated consumer base.
JM: What is the most beneficial part of this project from the station’s point of view?
SD: Exposure to a massive number of affluent consumers. KCSN has, to this point, been limited in how much tactical outreach we can do in a market the size of New England. This will provide us with tremendous brand and visibility enhancement. It also will lead to partnerships with Westfield’s large base of retail and service providers.
JM: What has the reaction from the audience been to the announcement?
SD: The KCSN audience is as passionate a fan base that I have seen since my days at The Loop in Chicago. We have wanted to be able to provide them more opportunities to join us for the extensive number of live performances we have been blessed to present. Now we’ll be able to do that on a weekly basis.
JM: Your station plays an eclectic music mix from 12am to 7pm and you host afternoons. Do you think the role of DJs as music curators is the direction more stations should be moving?
SD: Radio, as a medium, NEEDS to provide a much deeper experience to revitalize its image in this era. I cannot compare the difference between what commercial radio’s purpose has become and what non-commercial radio’s is. Our job is to INSPIRE passion so great for our programming that people voluntarily donate money to something that is otherwise “free.”
I cannot think of a greater measurement of “listener engagement” than garnering financial support on an “honor basis.” We are not a subscription model. We don’t deny you access if you don’t pay. The members of KCSN are true believers in what radio can be.
JM: What suggestions do you have for someone with a great idea for their radio station that isn’t sure how to get started?
SD: Your vision has to be your life’s mission. You have to have the resilience to see it through while managing your ego and your expectations. Ultimately, is your “great idea” going to provide an authentic benefit to others? If you are doing it for money or fame, your soul will suffer.
JM: Have you decided what band(s) will christen the new performance space or who will do the first live show?
SD: We are in the final process of announcing those acts. As always, we are giving special consideration to it being acts that KCSN want to champion to the fullest. We are evangelists, so come to our “church.”
JM: Is there anything about this project or the station I didn’t ask about that I should have?
SD: How much sheer force of will do you have left in you? Answer: Plenty!
Thanks to Mike Stern for connecting with Sky and putting this week’s RMI together.
INNOVATION QUOTE OF THE WEEK
“Music can change the world because it can change people.”
Bono
More of Radio’s Most Innovative
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- Radio’s Most Innovative: Radio Woodstock
- Radio’s Most Innovative: Dan Vallie, National Radio Talent System
- Radio’s Most Innovative: Entercom Sacramento’s “Eat Farm To Fork” Initiative
- Radio’s Most Innovative: Delilah
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….and I knew SKY when he was plain ‘ol Dan Rudolph “The Root” at Ohio University!
Great guy. Talented and innovative, for sure.
Biv, he always had it. Thanks for chiming in.
Fred, were you aware that today is Sky’s birthday?
What a great birthday present you gave him!
So richly deserved. Thanks, K.M.
As a BIG fan of KCSN & Sky Daniels, I’d like to wish him a belated Happy Birthday! Thanks, Sky, for building such an exciting radio station, one that I am proud to support, and that I enthusiastically encourage others to do the same!
This partnership with The Village at Westfield Topanga is very exciting, and I’m anticipating learning more about it. I’m especially hopeful it will result in more success for the station!
Philip, thanks for the note about KCSN and Sky. He has always been about doing things in a creative, clever way, and this newest initiative proves that.
The best part: Your vision has to be your life’s mission. You have to have the resilience to see it through while managing your ego and your expectations. Ultimately, is your “great idea” going to provide an authentic benefit to others? If you are doing it for money or fame, your soul will suffer.
Nothing more, nothing less
Greetings from Poland. 🙂
Pawel, it’s always nice to hear from you. Sky’s words should be inspirational to everyone in radio, from the U.S. to the world. Thanks for the comment.
Sky and I both attended Ohio University at the same time.
We were neighbors.
If there was something inspiring in the water there, he absorbed more of it than I did.
Well deserved spotlight on an original spirit…
Marty Bender
You both have had amazing careers. Sky has achieved success in a number of different disciplines, proving that people with vision can make it everywhere. Hope you are doing OK, Marty, and thanks for the comment.