Shannon Launches Pirate Radio

42 . R8R March 24,1989 OHR CONTEMPORARY HIT RADIO

`WELCOME TO THE JUNGLE' Shannon Launches Pirate Radio

It was a sneak attack on the city. The word on the Furthermore, Shannon says Pi- streets had been to look for an early April kickoff. But at rate Radio is not a format but an attitude he conceived six years ago 5am on March 17 KQLZ was born just five hours after - while putting Z100 on the air. "We Westwood One closed the deal with former owners Outlet were actually a New Jersey sta- Communications. tion, and one had never made a VP /Programming Scott Shan- ratings impact in New York be- non gracefully laid the former fore," he recalled. "I told the KIQQ (K-Lite) /Los Angeles to sales department to look at Man- rest. Thanking the audience for hattan like Europe and to look at listening and suggesting similar - us as Radio Caroline, the pirate sounding dial alternatives, he radio station broadcasting off- shore. I never forgot the concept. turned off the Lite with the help of The Pirate Radio studio (on top) may not be a pretty sight, but it worked Earl Grant's "The End." "Since everyone out here bor- well enough for the station to hit the air. New studios are in the works. rowed just about every liner and Shown just below the temporary setup, minutes prior to sign -on, (l -r) are idea I'd used at Z100, it became Z100 /NY PD Steve Kingston, who came in for the debut; Westwood One necessary to do something differ- Radio Group VP /Programming Scott Shannon; and OM Randy Kabrich. "Since everyone out ent. So we went to work developing here borrowed just the Pirate Radio concept, which about every liner and works great - we have a renegade attitude, as does our music." side a loading bay at the WWI of- of boxes and a hastily- painted logo idea I'd used at Z100, it fices. Entry is gained through an on the wall. A control board sits on X Marks The Spot became necessary to Scott Shannon easy -to-locate sliding metal cargo a plywood riser, complemented by KQLZ's studio is just as raw and door ... it's the one with the spray - a couple of three deck cart ma- Pirate Radio 100.3 -FM . . . Wel- do something different. simple as its on-air sound - what painted X. come to the jungle." And that chines, two CD players, a mike, Shannon calls "no-frills radio." The Inside there's no We have a renegade was followed by the Guns N' beautiful view outboard audio processing, and two station is temporarily housed in- to gaze at for inspiration, only a lot attitude, as does our Roses tune of the same name. speakers. There wasn't even time to get request lines installed for the Joining Shannon during the sign - music." launch. on were OM Randy Kabrich, Sha- dow Steele (aka Shadow P. Stevens Continued on Page 45 from WEZB (B97) /New Orleans), Then the ambience quickly shift- and WHTZ (Z100)/ NY PD Steve ed. Shannon segued into an air - Kingston. check montage of legendary L.A. stations - KRLA, KBLA, KFWB, Not A Format, An Attitude Liner KMET, and KHJ. Seconds later, Just what is Pirate Radio? Ac- there was a quick legal ID and cording to Shannon, it's a well - time check. Then the speakers defined departure from the beat - Swashbuckling Songs Notes roared as Shannon declared, oriented CHR music heard on Image building is very important "It's 5:03, Southern California . KIIS-FM and KPWR (Power 106) What does Pirate Radio sound like? It will be 85 % cur- It's time to wake up." On the but is clearly more than just a rent and, according to Scott Shannon, "Randy Kabrich, for any new station, and KOLZ is no exception. Placing a strong em- heels of that pronouncement modal rocker playing AOR -to -CHR. Shadow Steele, (Z100/NY PD) Steve Kingston (who came came this recorded sweeper: crossovers. (See "Swashbuckling phasis on production, the station in for the debut), and I spent four days just deciding whether used radio static and frequency "The mothership has landed . . . Songs" sidebar.) to play New Kids On The Block, Debbie Gibson, and the sweeps sound effects to accom- Bangles. We've invested lots of time and money on our pany its liners, many of which are music systems. No doubt this station does have unique being delivered live. Among the liners pressed into music for the city, and it will only get better." First Impressions action: Pirate Radio's first two hours played like this musically: The mothership has landed Several market observers had Pirate Radio is exactly what I envi- ... Pirate Radio 100.3 -FM .. . this is to say about upstart Pirate sioned. There was a massive hole 5 -6am 6 -lam Welcome to the jungle. Radio. for this station; it's what L.A. Transmitting throughout North KPWR (Power 106)IL.A. PD needs. I predict it will be number AEROSMITH Dream GUNS N' ROSES /Welcome To On America, this is Pirate Radio . Jeff Wyatt: Its an excellent radio one in the market, drawing from The Jungle DEF LEPPARD /Armageddon It Welcome to the jungle. station: well -done, well -produced, KITS -FM, KLOS, KLSX, and to a ROLLING STONES /Start Me Up FINE YOUNG CANNIBALS /She No wimps allowed ... No and with an edge that really could minimal degree, Power 106. ROXETTE The Look Drives Me Crazy commercials allowed at Pirate make it explode. Shannon's send- KIIS- FMIL.A. PD Steve GUNS ROSES DEF LEPPARD /Pour Some Sugar N' /Paradise City Radio . That's the way we like ing a clear message right now to Rivers: "I think it's an early April On Me U2- In The Name Of Love it. the audience with his pirate con- Fool's joke myself. What we're CHEAP TRICK /The Flame ROD STEWART /My Heart Can't This is Pirate Radio, cept. Its pretty cool. But it's tough hearing is not what the real deal is POISON /Fallen Angel Tell You No 100.3 -FM ... Don't tell anyone. to tell who the station will affect the all about. So I reserve comment FORD & OSBOURNE /Close My ROBERT PALMER /Addicted To Do not attempt to adjust your most. By establishing his own until they put the true format on the Eyes Forever Love radio receiver. You are on the new identity, I feel he'll be drawing in- air. My staff is charged and ready MIDNIGHT OIL /Beds Are Burning BANGLES /Eternal Flame FM, Pirate Radio. dividuals - not necessarily huge for the battle. We're sharper than FIXX'One Thing Leads To Another MANFRED MANN /Do Wah Diddy Pirate Radio 100.3 -FM .. wads of cume - from other estab- we've ever been. The worst that BON JOVI /Born To Be My Baby WHITESNAKE /Is This Love? Crank it up nice and loud ... lished stations." will happen is that L.A. will be a MADONNA /Express Yourself MADONNA /Like A Prayer Open your windows and piss off Pollack Media Group Chair- better radio market. KIIS -FM's VAN HALEN /When It's Love DEF LEPPARD /Rocket your neighbors. man /CEO Jeff Pollack: "I had a number one goal is to be the best WHITE LION /When The Children MILLI VANILLI /Girl You Know Transmitting live at 100.3 this radio station in mind that I would do that we can be regardless of who's Cry It's True is Pirate Radio ... No disco ducks if I was programming K100, and across the street." JOAN JETT /Little Liar R.E.M. /Stand allowed.