Music On The Street is a weekly series where OMN talks to local people and personalities about their relationship with music. Music matters and we want to hear about the music that matters to you!
Have you heard the news? There is a really cool radio commercial-free, online radio option in town. It is called Portland Radio Project (PRP), and Music on the Street talked with Carrie Kikel, Director of Strategic Marketing and Communications about how it came to be.
What role did music play in your life growing up?
There was a lot of diverse music in the house. My grandparents toured with an orchestra before I was born. My grandmother played piano and my grandfather played violin. I grew up listening to them and my parents’ records: The Limeliters, Louis Armstrong, Perry Como, Elvis Presley and a goofy Scottish folk singer named Harry Lauder my father adored. My sister, brothers and I all played instruments, though I switched to choir in high school. My older brother exposed me to the rock bands of the ‘70s; I remember he hooked Christmas lights up to his speakers so we could watch the beat – it was very cool. I still listen to Three Dog Night and Creedance. I also love anything with a good blues beat.
How did this idea come about and/or how did you get involved with PRP?
Rebecca Webb and a group of radio professionals were starting a station that would bring back the social values of radio in a new, online format. As a journalist, Rebecca was frustrated with the loss of localism in the wake of radio consolidation. She did her master’s thesis on it, arguing that the loss of localism threatened democracy. As a longtime nonprofit PR person, I connected with her passion immediately. I have witnessed first-hand the erosion of opportunity for local nonprofits and local voices, including musicians. It’s become a pay-to-play world.
If you had to describe PRP to someone who knew nothing about it what would you say?
I would say PRP is a commercial-free, online radio station with a great, mainstream music mix and strong connections to the Portland community. The music is engaging, fresh and richly curated by Inessa, our music director, and her team. It’s familiar, yet occasionally surprising, infused with plenty of new and local artists. Our community programming, particularly our Community Voices series, is a unique commitment to illuminating the heart and soul of our city. We also have an amazing website with interesting, vibrant content. We work hard on staying current and connected.
How does it all work?
It’s a labor of love. All of us involved in PRP give our time and energy because we believe deeply in our mission: to provide a rock/folk/blues music mix, with a focus on local artists; and visibility for causes and projects that matter to Portland. Everyone volunteers their time at this point, but we certainly hope to attract donors and underwriters that will enable us to start paying members of the team.
What are the goals for PRP?
Everything we do right now is about growing our revenue stream and building our listener base. We are looking for creative partnerships that will advance our mission and further develop our underwriting program. We also are talking to other independent radio groups, most importantly XRAY, KZME and the Q Center, about ways we can collaborate and become stronger together.
What do you hope listeners take away from the programming?
We hope that listeners will be entertained, first of all. That’s what the commercial-free music stream is all about. We also hope to expose them to some new sounds, many of them from Portland artists. We hope they will learn a bit more about groups working hard to serve the community, and become more informed. That’s what we call the “sweet spot:” great music that draws in listeners, combined with limited talk and information that creates stronger community.
How can people (listeners and talent) get involved or help out?
Anyone who believes in our mission is welcome. We are always looking for volunteers to help spread the word. We invite everyone to visit PRP.fm, check out our website and give us a listen. Once they hear what we’re about, we hope they’ll be inspired to become a member by making a donation. We welcome partnerships with like-minded organizations committed to Portland and our quality of life.
What is a typical music set?
I’m not sure we have one! I listen all the time and the great thing is our stream is anything but typical. You’ll hear music spanning several decades, from the 60s to the now. And you’ll hear local artists such as Christopher Worth, Sarah Billings and Norman Sylvester. Just when you think you’ve got a handle on it, we’ll throw in something of what Inessa calls a “wow factor,” totally unexpected and totally fresh. Last week we played a song by local hip hop artist Dr. Goon. Rap is not part of our mix, but occasionally something lyrical comes along that deserves a listen. So we throw it out there.
What is a typical topic for public affairs programming?
I love the idea that all voices should be heard! We feature a different nonprofit every week in our Community Voices series. Stories air three times a day, Monday through Friday. So far we have featured: Village for One, Mercy Corps, SOLVE, Portland Youth Philharmonic, Thomas Edison High, Meals on Wheels, The Shadow Project, Portland Rescue Mission, Sound Equine Options, Portland Community Media, Jeremy Wilson Foundation and Northwest Pilot Project. It’s a diverse and growing list and a really important part of our mission. We also welcome public service announcements.
Who is your audience?
When we launched, we were expecting to attract listeners skewing female, 35 and older. We have been really surprised by the numbers of younger males who listen to PRP and spend time on our website. Our audience is slightly more male than female, with the majority of listeners in the 25 to 35 age range. It’s pretty exciting!
What is on your wish list?
Our number one request is that people give us a listen at PRP.fm and consider supporting us. We have free IPhone and android apps, plus you can listen via StreamOn or TuneIn on any computer, tablet or smartphone. We are currently focused on promoting PRP.fm as a music choice for local businesses, restaurants and clubs. The commercial-free music stream is ideal for those listening environments. We are distinctly Portland and proud of it!
Note: OMN has been partnering with PRP, sharing stories. Tom D’Antoni, OMN’s Editor-In-Chief does a Soul/Funk/R&B/Blues show by the name of “On the One” every Saturday from 8pm-midnight.
If you’d like to be considered as a candidate for an upcoming Music On The Street interview, please contact mots[at]oregonmusicnews.com. And check back each Friday for the latest installment of Music On The Street—next week will feature the Old Church on February 28th.
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