Birmingham Mountain Radio's Jeff Clanton: 5 Questions

BIRMINGHAM, AL - The faces of local radio throughout the years in Birmingham have changed significantly, as many of the Birmingham statple stations have switched formats, gone from music to talk, or just gone away completely. Staying successful in the radio business in Birmingham is not an easy task, but Birmingham Mountain Radio, started in 2010 by Jeff Clanton, Geno Pearson and Jeremy Harper, has emerged as one of Birmingham's most popular stations. Starting as an internet-only station, BMR started broadcasting on 107.3 FM in 2013. And Jeff Clanton has remained at the helm of the station as it continues to grow.

Patch discussed the radio business with Clanton and found out how BMR got to where it is, what makes it work, and how Clanton went from a traffic reporter to a radio executive.

When did you get involved in radio?

"I went to school at the University of Alabama and majored in Telecommunications and Film. Through my major, I was able to DJ at the school's radio station, WVUA. I did Sunday afternoons and loved it. I didn't know what I was doing half of the time but I knew I was home. Professionally, I started in radio with a company called Today's Traffic. They provided traffic reports to radio and television stations. I worked as traffic reporter. A national company, Metro Networks, purchased Today's Traffic and quickly promoted me to Assistant Director of Operations for the Birmingham office, then to Director of Operations. Inevitably, I stepped away from the microphone and moved into sales for Metro Networks. When I left Metro Networks to start Birmingham Mountain Radio, I was their General Sales Manager for Alabama, Mississippi and Tennessee."

What inspired you to create BMR?

"On the surface, I was inspired by the want for a radio station that played the kind of music I liked. My partners, Geno Pearson and Jeremy Harper inspired me through the process of creating BMR. I cannot say enough about Geno and Harper. With them, inspiration turned into vision. We envisioned a radio station of which Birmingham could take ownership. A station that would connect Birmingham to great local, regional and national music. And, a station that was all about the community it serves. When long time DJ, Reg's Coffee House host and local radio advocate, Scott Register joined us, we knew we had the makings to pull the vision off. BMR is definitely still a work in progress but we work hard every day to turn the vision into reality. Will Lochamy, Dan Greenough, Dru Backensto and our entire crew are absolutely amazing. Most have been with us from the beginning or at least for multiple years. The inspiration and vision they provided and still provide cannot be overlooked."

How did you decide on the AAA format?

"My work at Metro Networks allowed me to get to know the landscape and the players in Birmingham radio market. With the demise of the great alternative station, 107.7 the X and after, the Adult Album Alternative station, Live 100.5, I knew there was a huge hole in the market for alternative/indie/AAA music. The audience was there thanks to those stations but eager listeners had nowhere to turn. And, based on my relationship with the radio market, I eventually realized that no radio company in place at the time was going to fill that void. Geno Pearson and I started discussing the notion of starting a station on our own. Geno had 20 + years of experience in programming alternative and AAA music and saw the need as well. Jeremy Harper brought it all together with his amazing impromptu engineering skills and his vast knowledge of computer programming."

Where do you see the future of radio heading? How much longer does terrestrial radio have left?

"For many years, corporate music radio has stopped being a part of the community it serves. DJ's are piped in, playlists have shrunk and listeners suffer. Music radio stations should be a sounding board for community, the DJ's should be live, they should be local and they should be entrenched in the music they are presenting to the listeners. In general, radio stations should not only be advocates for advertisers but for what is cool and vibrant about the city they dwell in. That's what radio used to be and that's what we try to create every day with BMR. Radio as a platform is still very viable and can be for the foreseeable future but only if it pays attention to the listener. In fact, listeners are now demanding it."

What is your favorite aspect about living in Birmingham?

"So many favorites. But, because I'm entrenched in it, the music scene in Birmingham is, in my opinion, better then it has ever been. There are so many talented musicians and not all in one genre. From Hip Hop to Country and from Americana to hard rock, Birmingham is a bastion of amazing music right now. And, thanks to locally owned labels, amazing venues, and supportive fans, musicians can grow their sound right here instead of moving outside of the market. The food here is pretty dang good too."

Photo courtesy of Jeff Clanton