Posted by chicagomedia.org on December 23, 2008 at 08:02:00:
ASCAP Presents The Mike Kinosian Interview...
Kris Erik Stevens.
Life In Kris Kringle's Fast Lane
No singular section of our vast and glorious nation can lay legitimate claim as having the definitive Christmas setting.
If bone-chilling cold, abundant snow and pristine vistas unblemished by high-rises are among the prerequisites, Northern Michigan - more specifically the Great Lake State's sterling Upper Peninsula - is as worthy a contender as any other and one of the country's true under-discovered treasures.
Syndicated Christmas programming airing this month on hundreds of stations is generated by an Upper Peninsula native possessing one of the industry's most majestic and distinctive voices.
Nearly Costly Etiquette Gaffe
Crystal Communicator Award of Excellence winner for Best Christmas Radio Program, "The Magic of Christmas" is one of four seasonal specials ("The 12 Hours of Christmas," "Christmas in the Country" and "Christmas in the Air" are the others) in the arsenal of a Los Angeles-based production house bearing the name of its celebrated owner/operator. "I bought a guitar when I was in the fourth grade and formed a band [several years later]," recalls Kris Erik Stevens in his trademark silky tones. "I'd get on the microphone and thank people for coming [but] when I said I was going to sing, I could see [expressions] on peoples' faces change. They loved it when I talked but hated it when I sang. I couldn't carry a tune if it had handles."
Hardly as horrific as he paints it, Stevens actually cut an album and released a single.
That became the vehicle that got the then high school student to local AM radio outlet WJPD/Ishpeming, MI where he was able to get a job doing Midnight-6am without having any prior radio experience. "I did my homework between 6-8am," he explains. "I'd go to bed after school and be at work by 11:30pm. I'd almost fall asleep in school but loved being on radio so much. [WJPD] was a 1,000-watt station with 250 watts at night. I didn't know you weren't allowed to do this but I clicked the transmitter switch to 1,000 watts at night. Fan mail started coming in and [management thought] this night kid was just killing it."
Natural beauty the Upper Peninsula boasts comes with some perceived tradeoffs, including significant distances between major cities. "I just idolized [WLS/Chicago] and would do anything I could to emulate it," states Stevens who grew up listening to the contemporary hit powerhouse. "My goal in life was to get to WLS."
One of his friends, Lyle Dean, made it to "The Big 89" and Stevens stopped in for a visit.
Engrossed in conversation with his chum, Stevens inadvertently snubbed WLS PD John Rook. "I didn't mean to but I didn't expect him to be so young," Stevens comments in his defense. "I was about 21 at the time. Lyle told me I blew it so I went in and apologized. I told [Rook] I was going to KQV/Pittsburgh."
Four months later, Stevens returned to The Windy City - on WLS. "It was probably from meeting [Rook] and he had a chance to become aware of my talent," he reasons. "John was obviously very helpful in my career and I have a great deal of respect for him as a person and as a programmer. We've maintained a friendship ever since our WLS days. He never fails to remind me how I [gave him the cold shoulder]."
Identity Crisis
Virtually anyone in the Midwest harboring radio interest in Top 40's AM heyday daydreamed about landing at WLS but Stevens insists he really did think he'd work there. "Perhaps it was blind 'whatever,' but believe me, I felt that was where I was going. It was practically in my high school yearbook I'd work at WLS. Call it the power of positive suggestion, but that's clearly where I wanted to be."
It turned out becoming everything he hoped for and more. "I didn't even ask how much I was going to be paid," Stevens asserts. "I only asked when I could start. I couldn't believe it when I snapped open that microphone. I was cocky, confident and pretty brash."
In many ways the legendary station changed his life. "Even to this day, at least once a week, someone will say they used to listen to me on WLS," Stevens points out. "It's been a while but I always thank them for remembering. I even talked to WLS about taking one of my Christmas shows."
Clearly in the upper echelon of on-air talents, it is therefore not shocking Stevens is in the rarified air of having worked at WLS as well as another Top 40 stalwart of that era, CKLW/Windsor-Detroit, although he emphasizes, "WLS was far superior because of the signal. It went to the east, west and - on a skip - you could get it in Australia."
Conversely CKLW was directional at night and the signal would go to Cleveland. "I was on the air there in the evening and CKLW [couldn't be heard] in Chicago," Stevens remarks. "I was a young kid and [CKLW PD] Paul Drew wasn't the easiest guy in the world to work for. There were times I thought that wasn't my idea of happiness."
Soon thereafter, he departed The Motor City (where his air name was Billy Mack) for WQXI/Atlanta and put "Erik" between Kris Stevens. "If you're trying to build a career, it's not a good idea for people to keep changing your name," he jokes. "Years ago when I worked in Omaha, they had a jingle for Johnny Mitchell. They said my name was Johnny Mitchell and that was it. As long as they were paying me, I'd be whoever they wanted me to be."
Scene Outside A Broken Telephone Booth
Notwithstanding the minor detail of not having a job lined up, Stevens packed up his waterbed and guitar, jumped in his Corvette and headed for Los Angeles to get into acting. "I figured I'd done it all [in radio]," he explains. "After standing in the Hollywood unemployment line for a while, I realized this wasn't working out. I made one phone call and instantly got an on-air job. I saved up some money and started my own business from my [San Fernando Valley] apartment. I offered my services to write/produce commercials and do syndicated tracking."
One thing led to another and some ad agency and recording studio business came his way. "I got into radio syndication and was doing voiceovers for many things," states Stevens who had a 15-person staff and put together deals with ABC Radio, CBS Radio and the Rolling Stones. "It just kept coming and was really amazing. I was always looking for something new and exciting. We had [many] things going on."
Voice imaging is what he began concentrating on by the mid-1990s and Stevens began being placed on retainer for radio and television stations around the country. "It was difficult to get [into voiceover work] but if you were halfway decent, you could make a lot of money," he points out. "You don't appear on camera so you can show up in your shorts, say a couple of words and collect the money."
Reminiscent of something in a low-budget film, Stevens called Westwood One honcho Norm Pattiz from a Sunset Boulevard phone booth. "Norm was just starting Westwood One and I [called to] introduce myself," Stevens recounts. "He'd heard my name before and I told him about an idea I had for a fully-produced 12-hour Christmas special. He didn't know how to produce radio [programs] but could put deals together for [them]. He said if I could deliver the show, he'd do the sales."
That was all there was to it and Stevens went right to work. "I wrote, produced, called in talent and cut jingles," he remarks. "I threw it together like a radio show and I hosted it. It went on 350 stations the first time out. Norm was pretty awesome in that aspect of it."
Enough Is Enough
Historically, harsh economic periods such as those we're presently enduring translate into a reliance on and regression to two typical Christmas music traits, familiarity and comfort. "These are not what I'd call amazing times," Stevens somberly states. "It's pretty rugged out there. Christmas programming is very important because - hopefully - it will give people some better feelings."
Potential risk of having too much of a good thing exists yet that doesn't deter some stations from playing all Christmas music as early as the first of November. "I honestly do not know [if that helps my Christmas shows] - I really don't," Stevens ponders. "I'd imagine it makes people start thinking about Christmas [but at the same time], it can be an amazing turnoff to many others who could care less about [the holiday]."
Speaking strictly for himself, Stevens thought it was nice to be able to turn to a station "early" and get into the holiday spirit. "By 'early,' I mean after Thanksgiving," he stresses. "The earliest ever should be right after Thanksgiving. There are only so many Christmas songs. One month of that stuff is enough already. As I understand it though, [playing all-Christmas music for an entire month] works for many stations."
When relaxed in your favorite cinema complex, you've inevitably been exposed to the in-theatre music marketing/advertising entity known as Movie Tunes and recognized Stevens as its peerless voice. "Robert Kardashian was with Universal and came to me about 'Breakfast with OJ,'" recounts Stevens, then doing a syndicated radio show. "Robert and I had a nice rapport but the [O.J. Simpson project] didn't do what he wanted and [the late father of Kim Kardashian and financial partner in Bob Wilson's Radio & Records] came up with the concept of Movie Tunes. It's just gone on forever. Robert was a family-oriented guy and became a very good friend of mine. It was in theaters everywhere [so] Movie Tunes was very good for me."
These days the former host of "Entertainment Coast To Coast" doesn't get much opportunity to listen to radio. "I love music and every part of the business but I'm so busy working that I don't have time to die," declares Stevens. "I did rebel on the radio and my dog's name is 'Rebel.' I knew I was never any good at working for anyone else. I'm much better on my own. I don't think I could handle it if I had to work for someone who told me I needed to read lines from a flip-card. Some people may be brilliant at it but it's not my thing. Very few air personalities are able to be what I was allowed to be. There wasn't a chain around [me] and even [if there were], you could cut through so listeners could find a warm body. I'm more creative and outgoing."
Not Yet Sailing Into The Sunset
Station ownership is something else Stevens attempted. "I was making trips to Upper Michigan to visit my folks and thought I should at least take a look at this local radio station," he explains. "I had connections with some people who would run it for me so I made an offer. I operated it from Los Angeles for five years which isn't the best thing to do. It was good though and I made some money."
All of Upper Michigan was blanketed by the FM outlet's 100,000-watt signal; however there was so much going on for Stevens in Los Angeles it was extremely cumbersome for him to properly oversee his radio property. "Being an absentee owner wasn't great for me," he acknowledges. "The station sounded very good but there's just not much money to be made [there]. It's a very different world as far as income is concerned and that was very troubling. My mother died seven years ago and that was the last time I've been to Upper Michigan. I haven't taken time to go there but I will at some point. I like it and have good friends but haven't had the need to get back there."
Seasonal music has become synonymous with Stevens in December but as of two years ago (12-6-2006), the month holds a much more dubious meaning to him. "I was driving over the top of a hill and there was water across the road," he explains. "I hydroplaned and hit a tree full-on. It just about caved in my head."
Able to get himself to urgent care Stevens required numerous stitches. "I was doing a high rate of speed," he concedes. "I ski; race cars; and pretty much have no fear. That's always how I've operated. I'm actually much more comfortable at a higher speed. It was the first automobile accident I've ever had and it makes you wake up."
Boating enthusiast Stevens would frequently cruise to Catalina Island but he remarks, "More than anything, I've been working so I've been very blessed. I do enjoy [visiting] other parts of the world and how others live. I'm quite passionate about seeing different cultures and learning more about the world. I might like living in a different country for a while."
Perpetually searching for the next opportunity, Stevens states he seems to, "'keep on keeping on.' Being successful in my business has probably been the most important thing to me. We've all had ups and downs but I've always enjoyed what I do. It is work but it's [also] a lot of play with great satisfaction. There are many wonderful people in my life. WLS was great and helped me but I can't say it was the ultimate. I was very fortunate to get out of radio when I did because there are still many guys 'playing the hits' on the all-night show in Cupcake, ID. I walked away from that at a very young age and at the pinnacle of my success. I was always a businessman as well as a talent. I like them both a great deal."
WHO: Kris Erik Stevens
WHAT: Owner/President
WHERE: Kris Stevens Enterprises
(Inside Radio)