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I recently did a 10 Questions feature with All Access and it is being featured on their site this week. I’m re-posting it here, not to be self serving, but to continue to highlight the amazing work Compassion is doing and the way we are connecting with country artists, radio, and industry partners. This is the time to impact the world.
If you have a question that I did not get asked here, then please feel free to contact me.
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NAME: Mike Severson
TITLE: Artist & Radio Relations for Country format
COMPANY: Compassion International
BORN: Cedar Rapids, Iowa
RAISED: Inola, Oklahoma
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Please outline your career so far:
1988 – 1994 Radio (KWEN and KCKI in Tulsa, OK)
1994 – 2002 MCA Nashville
2003 – 2004 All Access Music
2004 – 2005 Rounder Records
2005 – 2008 Midas Records
2008 – present Compassion International & Freelance Consulting/Promotion/Marketing
1. Last time we spoke with you was 2005 and you were working for Rounder Records. Catch us up on what has been going on in your life for the past few years.
Wow, it’s been too long since we have spoken! I went from Rounder directly to being hired by Bob Reeves as we helped launch Midas Records in early 2006. Worked some great music and artists, but the roller coaster ride ended in July 2008. From there I had a short stint at another indie label and most recently was hired by Compassion International this past December as their consultant in the Country format.
2. Tell us what Compassion International is and a little bit about the company’s history and focus.
Compassion International is a Christian child development ministry dedicated to helping children in need around the world through one-on-one sponsorships. Compassion’s programs help release children from poverty and enable them to become responsible, fulfilled adults. They offer educational opportunities, health care and health-related instruction, nutrition, life-skills training, social activity, and spiritual growth. As for the history, Compassion was founded in 1952 and now serves over 1 million children in 26 countries around the world. The organization is also involved in other critical areas of need including, but not limited to, disease prevention, fighting hunger, clean water projects, disaster relief, HIV/AIDS initiatives, and the global food crisis. You can check out more at www.compassion.com.
3. What exactly is your role with Compassion?
I am essentially artist and radio relations for the Country format. I am currently educating and forming relationships with artists and radio stations that are interested in partnering with Compassion on a world-wide basis. I will then be the Country point person for those artists and stations for strategic planning and implementation.
4. Compassion International has been pretty visible in the Christian music format for a while now, correct? What made the company decide to move into the Country format as well?
It just feels like a natural progression. The two formats share an enormous amount of listeners, target demos, and there is a foundational element of Faith in our format. Country artists, radio, listeners, and fans have huge hearts as well and there is incredible opportunity to make an impact on children around the world while letting our format shine beyond our preconceived borders and notions. The bottom line though is that I believe Country music can have a life changing impact on the lives of hundreds of thousands of children around the globe.
5. You have been working this job for about six months now, what has the response been from the Country music community?
I am thrilled at the response and the interest. There are so many artists, radio stations, and industry professionals that are looking to connect with an organization who is involved with fighting extreme poverty and where they can make a direct impact on a child in need. Sometimes it is difficult to know what organization to support and identify where the money is actually going. But when they see how Compassion does not indiscriminately throw money at a problem, but through direct one-on-one sponsorships is lifting kids and families out of deep poverty, it gives them an opportunity to see that the monthly contribution from the sponsor is truly helping their specific child. It also is a plus that Compassion has a 30+ year history in the music industry and knows how to build relationships and connect the dots. That’s huge.
6. You recently had the opportunity to visit El Salvador with Valory Music Co. group Emerson Drive. Tell us about that experience.
Compassion actively takes artists and radio folks who are interested in a partnership on actual trips. Typically a 3-4 day journey to Central or South America, although Africa and India are possible for those who want to dive into at least a week-long trip. Spence Smith (Compassion artist rep) and I were excited to take the Emerson Drive guys down to Central America to get a first hand experience of what Compassion is all about and see the work they do. We visited a few of the 150 Compassion programs within the heart of the communities in El Salvador. We met the children, staff, volunteers, and the families of some of the kids. The band also had the opportunity to walk the streets and visit the homes of families in these impoverished communities who live in the midst of brutal circumstances that we in the States cannot imagine. Since I was already friends with the guys in the band, I knew they had big hearts, but seeing all of this with their own eyes really made it hit home. They can now communicate what they have experienced, what Compassion actively does to change lives, and how people can get involved.
7. How can radio stations and Country artists partner with Compassion?
There are a number of ways artists can partner through incentive programs, fan clubs, social networking, live shows, CD inserts, text campaigns, and countless other relevant ways. Radio had the opportunity to partner through special events as KKGO/Los Angeles did last September. Compassion has worked with over 350 radio stations in various campaigns and combined that experience with the passion of PD Tonya Campos to set up a full day event to help find sponsors for waiting children. Tonya took a trip to Nicaragua where she met her own sponsored child and also recorded video and audio content for the event. See some of that here. The results were so successful and powerful that they have booked another event for early 2010. Compassion provides a detailed turn-key tool kit and also is willing to offer extra revenue and compensation opportunities for participating stations. It’s a complete win for everyone involved. It’s also a very flexible model for each individual station based on their market and needs. Other opportunities could involve active web content to not only drive traffic to the site, but also generate non-traditional revenue.
8. I know you have been involved with Compassion for quite some time as a sponsor, but what made you want to take that step and work for the company? You must have had a strong belief in the company and in the people involved in Country music to make the change.
I have sponsored a child from Brazil for 6 years. During that time we have written to one another and sent photos back and forth. She draws and colors pictures for me that I can hang up in our home. When I look at her photo I know that my monthly donation is going to help her get an education, medical attention, nutrition, and social and spiritual development. Things she would never have without my help. I’ve seen so many examples of kids who came into the program with no hope of life to graduating high school and college. I investigated how Compassion operates and how consistently high it is rated with the charity watchdog groups. Plus having artists I know and respect giving their support was a factor as well. When I started talking with the people at Compassion about the potential move into Country I wanted to help out however I could. I believe in this amazing organization more than I have believed in any record I have worked. I love the music industry and this community, but I also was at a place where I desired to make an impact on lives of those in severe poverty and suffering. I’ve never seen an organization do it better than Compassion.
9. What exciting things do you have coming up with Compassion within the Country music community in the near future?
Many ideas and plans are in the works. Obviously taking artists and radio who are interested in partnering with Compassion on trips to see first hand the work Compassion does. We are taking the model that is working successfully for KKGO and calling on other stations to join in this worldwide impact of children and families. There are artists who are excited about partnering with Compassion and we are talking with them about how they want to be involved since the possibilities are endless. Compassion is excellent at the aspect of relationship and helping to design something that works for each music industry partner whether it is in our sponsorship or child development programs or cause specific like HIV/AIDS, malaria, clean water, and global food crisis initiatives.
10. If you could pick any artist in Country music involved with Compassion, who would you chose?
Obviously I would love to have any artist that has a heart for this and is interested in what Compassion is doing. Each and every artist has something special to offer through their music, personality, passion, and experience. For obvious reasons artists like Carrie Underwood, Brad Paisley, Keith Urban, Kenny Chesney, Rascal Flatts, and Taylor Swift come to mind. Their fan base alone could make an unimaginable impact on the lives of tens of thousands of children in deep poverty. Country radio has that same enormous potential.
Bonus Questions
1. To go from record label promotion person to working for a non-profit Christian agency must be quite a leap. What skills that you learned as a promo guy have come in handy in your new job?
It may appear to be a leap from the surface, but I’m still the same person. I came into this business because I had a passion for artists and music, not necessarily to be a label rep. That passion continues even stronger today as I combine it with a purpose to be involved in something relevant that positively impacts and transforms lives.
2. You have been on two Compassion trips now, right? Where have you been and where are you planning to go next?
I traveled to Honduras in February, El Salvador in March, and Ghana is in the works for August. Guatemala has just been confirmed for September 3-6 with Tonya Campos, Carter’s Chord, Megan Mullins, pop artist Rob Blackledge, and any other radio station or artist that is interested in exploring a partnership. Africa is being tossed around for December or January as well. We are also open to designing trips around artist’s schedules who are sincerely interested in making the journey. Any takers? It will blow you away.
all photos ©mikeseverson 2009
I’ve taken many images lately of street markers, arrows, signs, and cross walks. It’s interesting the subject matter the eye picks up at different points in life.
Joel’s guest blog posted on Wednesday got me thinking more about the process of finding Joy.
It seems that in order to discover the Joy in life or to notice the good, it takes effort and work. It is EASY to do something bad or to reflect on the negative things. Easy to be wretched, to tear someone else down, and to find the worst in everything. Especially easy in our junk culture and 24 hour crisis news media, which are set up not to allow contentment or Joy. It shows just how important discipline, reflection, and awareness are to life.
People tend to just float along and allow life to happen to them rather than making conscious decisions to be on the lookout for Joy, which is all around and calling out. Each one of us struggle with this.
It is time to see with new eyes.
The accompanying photograph I shot, to me, illustrates the process of finding Joy. It ain’t easy, it ain’t always pretty, and we still must go through stress, pain, and loss in this life; but Joy can find its way within us if we let it. Many times the hardship is necessary for Joy to be revealed.
Nothing can be better than living a life of Joy.
More behind the scenes footage of Emerson Drive at Country Radio Seminar with a special guest appearance by Charlie Daniels.
My Texas friends should appreciate this one. I stumbled upon this theater a few years ago as I was traveling through West Texas. Who can name the town?
2004 Mike Severson
Emerson Drive is starting 2008 in a big way. The new single is closing in on Top 20, testing Top 10, they are nominated for a Grammy, and have just concluded a 10 city tour with Big & Rich. And that’s just a glimpse of amazing things to come for a band that has established themselves as one of the best in the country format.
The guys have launched a video blog from their travels on the road. Keep up with them here.
I’ve launched this blog as a means to let you know what is going on at Midas Records and with our artists, but I also want it to be a place where we get to know one other beyond the weekly music calls. I’d like to have radio folks submit articles and stories they personally have written, as I will do the same. I’d like to find commonality and discussion when so often we have opposition and brevity because of the nature of our divergent jobs. I’d love for this blog to be a tool in knowing one another better and for an interesting outlet for an interesting business.
So, let’s get this thing going.
10 Questions with … Mike Severson
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NAME:Mike Severson
POSITION:Director of Promotion
LABEL:Rounder
BORN:Cedar Rapids, Iowa
RAISED:Inola, Oklahoma
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Brief Career Synopsis:
KNGX – Claremore, OK 1984 – 1986
KWPR – Claremore, OK 1985 – 1986
KWEN (K95FM) – Tulsa, OK 1989 – 1992
KCKI (KICK 99) – Tulsa, OK 1992 – 1993
MCA Records – Director of Promotion 1994 – 2002
All Access Music Group – Christian Format Editor 2003
Rounder Records – Director of Promotion 2004 – present
Photographer 2002 – present www.seversonphotography.com
KWPR – Claremore, OK 1985 – 1986
KWEN (K95FM) – Tulsa, OK 1989 – 1992
KCKI (KICK 99) – Tulsa, OK 1992 – 1993
MCA Records – Director of Promotion 1994 – 2002
All Access Music Group – Christian Format Editor 2003
Rounder Records – Director of Promotion 2004 – present
Photographer 2002 – present www.seversonphotography.com
1. Go back in time. With the state of the industry today and knowing what you know now, would you still have chosen your same career path in the Music Industry? And, would you recommend a younger sibling to make a career in the Music Industry?
Being involved in the music industry and with creative people was the goal I had since graduating high school. I have always believed that you must do what you love and are passionate about. I was geared toward radio and music. Working in radio fed that desire even more, which is why I left that end of the business to move to Nashville. I don’t think there is much I’d do over again, except that I would definitely be more intentional in discerning and developing other passions and outlets earlier than I have….. because you never know how long your ride will last. And it’s just nice to have a diversion from the noise. As such, my advice to a sibling, or to anyone for that matter, is to live out of your heart and do what you love, but don’t be deceived by your career or let it define who you are as a person. And find other interests as well that will help you grow and enjoy life.
2. In our highly competitive music field, where it seems more and more that every artist needs something special to get paid attention too, how do you position your self, and your label, to get YOUR artists the shot they need?
With more limited resources as an independent label, you really have to have the product at hand and that’s what I love about Rounder. They have a well deserved reputation of being about the music and I can’t think of a better way to position myself and the label. It’s foundational. Personally, I need to be more than just a promotion rep by also taking on more of an artist development role through marketing, retail and touring.
3. You are the remaining survivor on a remote tropical island with no chance for rescue. You have a CD/DVD player with endless power. What five CD’s are a “must” to have with you? What five movies?
I can’t have my iPod?? Oh, alright then…..currently I’d say: CD’s: Sixpence None The Richer “Best Of”, Sons of the Desert “Change”, Mute Math “Reset”, Dean Martin “The Capitol Years” and Evanescence “Fallen”MOVIES: The Matrix, Braveheart, Lord of the Rings (set), Cinderella Man & Band of Brothers (set)
4. Do you think that showcases, artist visits and conference room concerts are all viable in getting new acts introduced to radio?
It’s all relative to the artist. Are they vibrant in those situations? Do they have the right personality match for conference rooms? Are they shy or introverted? Can they effectively impact a typical showcase crowd? The promotion of an artist should be best utilized where that particular artist shines the brightest and where their strengths lie.
5. In your opinion, how has the slowness of the chart hurt the format, and what would you like to see done to speed it up, if in fact that’s something that should happen?
Where it has hurt most is obviously with new and developing artists. One of the problems is the songs that sludge along and make little or no impact in the marketplace. Some songs do take time and are worth every week they make their trek up the chart. Others are just taking up space and that’s the point when labels should make the decision to bail and go with the next single. The chart has seemed to speed up a bit over the last few years, but I’d like to see it move and rotate quicker because there are so many great artists and songs in this town that deserve to be heard. A faster chart makes the format more appealing.
6. Has the consolidation of radio made the job of promotion harder or easier? Explain why?
More difficult. In comparing it to years past, I find that personal relationships don’t have as much bearing on business as they once did. As radio became more corporate, local programmers had either less to do with adding songs due to outside sources or their list of legitimate currents dropped significantly.
7. How do you handle it when a programmer tells you that your single is too country or too pop?
Well, in my current experience with Rounder, I have yet to get the “too pop” excuse! That seems a little more reasonable than “too country” or “too bluegrass” which is often times used because of a particular instrument in the mix accused of making it “too”. I cite examples of the very same instrument in 10 other current songs on the chart and on their radio stations. Our format is a wonderful mix of variety, that when programmed correctly, will blend and balance enormously well. Many times we fight the programming in the middle concept which does no one any good if we want the country format to grow and succeed.
8. In your opinion, does the use of callout research help to determine “real” records?
It’s all determined by who is at the other end of that testing. Are you testing just your hard core? Or are you testing your part-time and potential listeners? And is your testing subject to strong analysis? If used for the growth of listening audience and the format, then it’s reasonable. Otherwise it’s just a way to horde what you already have. And another thing…..what is our definition of a “real” record? Is it a Top 10 song that tests well, sells nothing, sounds like everything else and is safe…..or is it the song that sells extremely strong, ignites passion in listeners and stands out on the air? That’s where research can kill us.
9. How do you handle stations that have to get a “Green Light” from an outside source before adding or converting a record? (i.e. Consultant, Brand Manger, Format Capitan or Group Programmer)
You definitely attempt to shore up local programmers to become a fan of your record. The more allies you have from individual stations, the more bearing it should have on those outside sources who are paying attention.
10. If you had the opportunity to work any act/artist from the past, present or future who would it be?
I’ve been blessed to work with amazing artists & great people who I would still include on that list – George Strait, Reba, Olivia Newton John and currently Alison Krauss & Union Station……can it get any better than that?! But it would have been amazing to work the Beatles and be a part of their explosion all over the world….also the early years of Heart which was my favorite band growing up in the 70s and early 80s…..and Amy Grant who is one of the nicest and most genuine recording artists I’ve ever encountered.
Bonus Questions
What is the first artist you ever worked to radio?
I believe it was The Mavericks, Vince Gill, Trisha Yearwood, George Strait, Reba, and David Lee Murphy. Marty Stuart and Mark Chesnutt may have been in that initial mix as well.
What are your favorite books?
John Eldredge “Wild At Heart” & “Waking The Dead”, Peter Jenkins “Walk Across America” and just about anything from C.S. Lewis.
Best road story?
So many! I have some good stories with the Mavericks, but another that is at the top is when the George Strait tour was kicking off in St. Louis. I arrived in town the night before to hang with the band, but I just missed them. George and Erv walked into the lobby of the hotel on their way out and ask if I want to go gambling for a while. I thought it was a trick question at first, but they were serious. It was something like 6 hours later and George was having a very good night at the blackjack table. I was done, but he gave me chips to play at the high limit table with him, which in all probability he regretted! We finally got off the “boat” and took a cab back to the hotel, but not before we made a stop at the White Castle drive through where George bought Erv & I dinner….um……I mean breakfast!
