SUCCESS FOR DRIVE RELENTLESS A 36 RADIOINK•COM January 18, 2016 J ceiling while living paycheck-to-paycheck.” living while ceiling glass proverbial the into right smacked I “before says, he long, very wasn’t it hour,and an $10 him paid They 96. Power for director imaging first very the named was he 2000, in Then, equipment. the all work to how and production learning room, production the in dabbled he station, the around hanging while that says He jock. a as air the on got then week. a once radio the on mixing spot a get result a as and competition entire the win would Garte 96. Power on live broadcast were which finals, the to off was it Then again. won he where Beach, South on semifinals the to advance to others 35 beat Garte competition. local a to DJs inviting mix-off, a for promos running was station The old. years 14 just was he when 1996, in back Miami in 96) (Power Garte worked his way up to board op, board to up way his worked Garte career as a mixer at WPOW/ at mixer a as career radio his started Garte was. imaging what idea no had he business, radio the in toe his dipped first he when back But companies. imaging successful most radio’s ason Garterunsoneof Mix Group overcame the odds. the overcame Group Mix the and Garte Jason how of story the Here’s entrepreneur.successful very a him making is Networks Premiere with relationship a way,today the and along obstacles the overcame success a be to desire and heart company.Garte’s ended However,almost his that relationship business unlucky one to management.” business in background formal no having and radio known only having challenging, certainly was then, back were we as small as even business, a running but well, trade my knew I businessman. a become to how out figuring and own, my on was “I says. he take,” or give 11about stations, had I 2004, of September in departure my of time WPOW.the at “At job his quitting of risk the take to enough stable financially was he that point the to himself got and stations of handful a booked quickly Garte and fast, traveled word something.’But — dentist lawyer,a a become always can I out work doesn’t this if that enough young ‘I’m self, 21-year-old my to thinking remember “I Group. Mix the incorporate him helped she lawyer,and a cousin, his That lack of business background led background business of lack That called Garte 2003, 10, January On January 18, 2016 RADIOINK•COM 37 - We have also have We done tremendously well with a concept that I At the same exact time, believe it or not, I was contacted by this they was were for telling Obviously, the us. better, In a sheer panic and effort to the save company (and my - liveli Mike Capozzoli brought me to Eileen Thorgusen, who in turn About a year later, About I a signed year with later, Premiere Networks on tion, proudly maintaining and constantly developing our staff of 18 full-time producers, and never subcontracting. pioneered back in 2007 with the signing of CESD voice talent Pat Garrett, on WZHT in Alabama. Montgomery, So much, in fact, that I in formed an 2009, entirely separate but complementary entity, Management, Mix to Talent market and offer voice tal- first-rate ent to stations This on the paved barter. way to a really strong model of stations being able to get their imaging production and done voiceover completely without on having to barter, spend a single dime. us RI: about Tell how your relationship with Premiere came to be. Garte: At the beginning of 2005, I was hearing from some of my stations that they had production libraries or similar services that were being furnished to them from networks like SomePremiere. of these stations were saying to guys me, should “You totally get into that.” a company fly-by-night who signed us to offer our services on At the request barter. we of ended that up company, converting all of our stations which to was barter, about 30 to 35 stations. They would bill advertisers for us, and collect on our behalf. they literally kept never We saw every a single However, dollar. As you single can penny. imagine, things got dangerously tight because we did convert every dollar of cash-paying stations and had effectively sacrificed ourrevenue entire stream. “Stations that are currently giving you you $500, will make upwards of $750 or more if you convert them Into barter.” it theory, seemed like a fantastic deal, with the only - real excep tion being the fact teensy-weensy that we never actually got paid. This lasted throughout the at entire year of the 2005. endFinally, of 2005, when all of our stations had already been converted to barter and really they able weren’t or even interested in reverting to paying cash, it seemed like our business was going to implode. hood), I literally called every viable radio network. Most would only tell got not me, 30-something “You’ve stations. There’s enough meat on the inbones there to Finally, make any money.” a effort,last-ditch I called the seemingly most impossible of all options, the largest of them all — Believe Premiere. it or not, they were the only network that was willing to take us on, and asked me to come on out and a have meeting in Angeles.Los brought me to then-Premiere CFO They Dan saw Yukelson. some- thing in Mix and sent me back home to Miami with a contract in hand. I was able to move those barter stations — thank God — over to Premiere and finally monetize them in a 15-month effort to get back on our feet. As you can imagine, 2006 was a rocky from 2005, recovering where that other network year, really screwed us. there, to KHTY, a Clear there, Channelto KHTY, urban in San Antonio. Right after that I got my first big in one, Chicago, WPWX-FM for JayWe Alan. still produce them Their to loyalty this is day. a great blessing, and I truly love those guys. That was my fourth station. Once you pick up Chicago and you start promoting that, people start to pay a bit more attention to you. December 2005. 10, I think when we signed with wePremiere, had grown to about 35 we arestations years or later, so. Ten closing in on really stations. 1,000 grown this We’ve thing into a monster and are the largest provider of custom imaging produc - So I was just trying to get by and used When I got my start at the age of 14, RI: Who were some of the first clients you had? Garte: KZFM in was Corpus Christi, Texas, my firstradio station I landed while still Amazing story working at there, Power. actually: Last week we just booked them again! Great to them have back on. Then, from KZFM, I booked KDHT in Austin. From ing, ing, and growing the business, I learned all of that What along led the me way. to resist exploring options in other markets, at other stations, was the fact that I had a couple of clients that were already on and I just said, working,” “Well, and that’s the word of mouth was It traveling. just kind of happened. RI: Most people who are in the radio business “OK, starting I out would say, to have go to a different I market. have to decided pay my to dues.” start You your own business. Garte: Very good point, and I actually point that out a lot, that I was not nomadic as many in people my cancareer, say about theirs. It was actually a blessing, I feel. When I started Mix Group, the initial concept was to supplement my income, because I literally even make couldn’t ends meet telling I’m just you, working at Power. I was still very young and I recall my mom trying to cram 20s in my hand and saying, cupboards are bare. “Your Go buy some food.” imaging, which I ended up being really good at, as a tool solely to make ends meet and pay bills. It that wasn’t I was so I really didn’t honestly. entrepreneurial, know the first thing about selling it. I didn’t know the first thing about sales. I didn’t know the first thing about marketing — I know didn’t the first thing about anything. All I really knew how to do was the actual imaging. that, From I just built everything else. The business part, of running, creat RI: What is a at mixer a radio station? Garte: The mixer is also to referred as a DJ, or “turntablist,” who blends music in sync and on beat during what is to referred as a This mix is show. not to be confused with the jock announcing. on Mix the shows air, are most commonly found on - contempo rary CHR, rhythmic, urban, and similar formats. Nowadays, there are even some country mix shows, but pretty muchthat’s the scope of formats where that applies. usually schedule they’d me at 10 p.m. on a Sunday night. It was a horrible time slot, but for me it was great fun, as all of my middle school friends would about rave my performance the next day at school. 38 RADIOINK•COM January 18, 2016 the meter.the feed to back coming keep and you with identify to them want you if listener’sheads your into station’senergy,youryour and overallattitude it’s world,vital. PPM a Evenin station. radio the on element identification audio- and branding prime your is Imaging imaging. for none oftentimes staff,and on-air for budget commonly,a Most is jocks. there and music after station, a on thing one-heard number the is imaging it, about think really barter.on and cash on production custom percent 100 our Wedo thing. entire the orchestrate and done all it get to talent voice and programmers the with working person we’refinal but that product, produced fully power a create to components desired other and jingles, libraries, utilize will we work, we air.the on When and stick, the of out directly system, automation the into goes that product final vital, absolutely the with entrusted Weare libraries. Wedon’tdo jingles. Wedon’tdo cies. competen- core our of outside Wedon’twander Period. imaging. radio about just is Mix words, other In imaging.” radio are “We is taglines our of One imaging. laser-focusedon Weare Garte: offers. Group Mix services the of some Tellabout RI: us renewal. long-term a signed just and years 10 last the Yes.for Garte: together We’veworking been today.Premiere with still are you And RI: run. long the in do to us allowed clearly has it what of because over times 10 again do would I which business, bigger with proceed to order in hook the off them let to had I bigger,a future. brighterpursue to now of go let to decision risky the made I but thread, a by company’shanging wasbroke.My future going.” get can we then them, However,you’rereleasing if in interested pass. haveto we’ll and alone, that do haveto you’ll network, other this with litigation out drawn- of bunch a involvedin get to about are you if but you, sign to want “We said, cally basi- Premiere case. airtight an with suing, sir.fromNo, Garte: seconds just Wewere court? in them of out anything everget you Did RI: You need to consistently drive your brand, brand, your drive consistentlyYou to need you If here.problem We’remajor a solving was I time. the at decision tough a What - all, and then you look at my personal life, there there life, personal my at look you then and all, revenueovercompany the haveand we tions sta- of amount the at look company,you if but the with living comfortable a make I success. next the toward and challenge any through directly me propels that ethic work sive obses unwaveringand drivehavean I Garte: going? keptyouWhattowel. the havein throwneasily could you cupboard, the in food no had you and stations 30 had only you and year one that scammed way,the being wereyouAlong when RI: well. quite do we think I that thing great another yet conferencesis and events industry involvementcreativein our and trades the in presencestrong Our station? a brand to capacity havethe sibly pos company,we a can as how ourselves branding at good not are we If branding. us. with stations of bunch a doing and level,corporate the at using now is he that something is level, station the at used he that tool secret his imaging, Group Mix position, that into got he When One. Radio for programming of president vice the became he result a as and game, his of top He’sthe at him. for job killer reallywe’d a done always and Cleveland, in WENZ at director operations and director program the was He One. Radio size. station or market the matter no us, in faith their put would who anyonefor job great a doing We’vedifferent, been always markets. major from letters call huge those on focused are services industry of lot a think I stations. current our of all for job killer really a do we Plus, alternatives. the of any from different truly us makes what and here do we what on world broadcast the educate to want simply anyone.I to myself sell never would around. them push and them Wedon’tmuscle us. from want they what get people help just we here, Over sales. affiliate typical do to tried and time to time from reps sales different of bunch We’vea with worked sell. to want you and there out go just to want Sure, you fire. the to fuel add to has, business any We’veas organic. tried, very was It Garte: haveyou1,000today? almost the to it grow to able youwere How stations. 30 about Youwith RI: out started Imaging is also commonly referred to as referredto commonly also is Imaging Take“Colb”Colbyexample,Tyner for at I that mantramy it made havealways I - - - front lines — the content creators. content the — lines front the on guys the of all especially attention, attract really that things creative and unique do to need all we strong, and big going thing this keep and thriving radio keep to order In etc. media, of forms other and streaming from competition about talking are People today.brandstrong a problem.That’s the create really to way a find haveto still you ahead, lie hindrances what or is, situation the what myself.matterfollow No I that advice the giving am I you. to attention attracts major,that something big is something do to need you what think I opposite. the quite is thinking myRegardless, work. their into passion or time much don’tas investthey so be, should they feel they way the pensated com- financially they’renot because aged limitations. their within evenstrong, authentically thing some- do and big something do to way a find to needs everybody think I But space. of sort that within do to want may you that things the do and bold be really and identity sonal per own your find to it’stough think I days. nowa- world corporate a in all WeareGarte: successful? being about managers haveyoufor do advice What RI: time. single every literally,all, it lost almost we where call, close razor-sharpa been always has It ride. comfy and roadnever, smooth has a it been that ever you way.tell the can along I lessons hard were These Miami. downtown in space beautiful a in losses. your cut to Got it. sold ultimately we move,and bad a was It ect. projentire- the on million couple a lost I fact, in — money any made never we But studio. our in worked stars, movie few a and Estefan Gloria to Derulo Jason and Pitbull from artists, NTR. little a up pick to efforts in recordingstudio a include to facility our dual-purpose to tried we when 2007,in again and 2005 in example,for did, we company.the into back right it invest and again yet down double I paid, are bills the after over left haveexcess cash we or scores,pany com- the time Every think. would one as two the between relation a strong as not is really I also understand managers are discour are managers understand also I operation cleaner and leaner a run we Now as times, dark the throughYou push haveto All of the major Miami recording Miami major the of All - -