Texas Most Wanted
KIKK-FM

by William Michael Smith

Houston. January 27. 6:00 p.m.

Rockzillaworld's 2001 Media Personality of the Year, KIKK-FM disc jockey Leslie T. Travis, has already done 30 minutes of work and her shift is just starting. But this is a new show, "Texas Most Wanted." It's her baby, her idea, and she wants it to go right. Perfect if possible.

KIKK was once the giant of Houston radio, battling month in and month out with sister station KILT for the top rating in Houston. But over the past few years the geography of Houston radio has changed drastically, as has the popularity of straight, Nashville-style country music. Both KILT and KIKK suffered big ratings drops. While KILT has clung to the old format, KIKK has gone through several experiments with its programming in the past year. They even spent a few weeks with no format, simply programming requests to get a feel for what the audience they had wanted. This led to some interesting programming (a 4-in-a-row might involve George Strait, Lynrd Skynrd, Delbert McClinton, and Dixie Chicks). The station tried to carve out a new image with a "Sounds Like Texas" promotion and slogan. Travis says the ratings have begun to improve for the station, but they are always looking for new competitive advantages.

"I was listening to the radio up in Dallas a few weeks back and when I got back I told the boss I thought we should start a show on Sunday nights with nothing but Texas music. He said, 'Do it.' I had to give up my Sunday's off, but I think it'll be worth it to get a block of this music started. I really think the audience is out there and this type of show will work."

She's got her Texas music and the station jingles programmed, she's got her ticket-giveaways lined up, the forms close at hand, but she's nervous -- and it's not just opening-night jitters. Her guest, scheduled to go on the air at 7 p.m., hasn't arrived. She begins the show by letting three Texas country tracks play before she breaks in.

"This is Texas Most Wanted. You call your friends and tell 'em you've found it, a station that is going to play all your favorite Texas artists ­ and only your favorite Texas artists -- every Sunday night from 6 until 9. To get us off to a great start, we're going to have Roger Creager in the studio playing live at 7 o'clock."

She segues into Lyle Lovett's "Long Tall Texan," and the phone lights up.

"KIKK."

"Hey, is Roger there?"

"No, he's not here yet, but I hope he's on his way."

It turns out to be a fan, who had seen Creager's gig the night before, calling from the airport.

"Well, will you tell him I called?"

Travis makes a note of the name. At 6:30, she gives me her security pass and I go down to the lobby to wait for Creager. He arrives at 6:45.

Creager has just moved into a new house in Katy and tells Travis that he's got to go shop for furniture after the show. He tunes his guitar while Travis explains the routine they'll be going through. She asks Creager about areas he'd like to cover, so he begins to jot a list. They talk about the Planet Texas BBQ tent at the Houston Livestock Show and Rodeo, which Travis is giving away tickets for on the show. There is a bit of discussion about a rumor that Creager is going to return to a local club after his Planet Texas show and play a few songs.

"I haven't heard about that. I don't think so, though, because it's so tough to get out of the rodeo once you're in there. I might go over there later, but I'd rather not say anything about something like that on the air if it's all right."

Travis scratches through one her notes. They've decided to discuss Creager's recent ski trip promotion, an upcoming trip with the band to Playa del Carmen, the rodeo, and the next album. Creager takes a seat at the two microphones behind the soundboard and loosens up his voice a bit.

"We'll just talk for a second, then you play one, then we'll talk some more before I turn it over to you, and you can do three back to back. OK?"

"Is there anything particular you'd like me to play?"

"Well, I'm going to lead into the segment with "Everclear" from the KIKK 10 Man Jam, so that's out, although maybe you could play it later. Actually, we get quite a few calls for your version of "L.A. Freeway."

"Really? Wow."

"It seems like everytime I play Jerry Jeff's version, the phone rings and someone calls and requests yours."

"Wow, that's unreal. You guys recorded the 10 Man Jam show? I'd sure like to get a copy."

"How'd you like doing that show with all those big names? Were you nervous?"

"I was real nervous. But we did a long sound check, maybe 30 minutes, and during that time we got to talk among ourselves, get familiar. I found out one thing. That David Ball is one funny guy. He just cracked us all up. I was really nervous, but he lightened the whole thing up. And once I did my part of the check and had sat around just talking with those guys, I thought, 'I can do this.' But, yeah, I was really nervous at first. I mean, Lee Roy Parnell and Rodney Crowell are sitting right there next to you. Who wouldn't be?"

Travis goes on air and gives away 5 pairs of tickets to the Junior Brown show at the Firehouse Saloon, then starts Creager's most well known song, "Everclear." There are to be no commercials tonight, so she has a number of blocks of tickets to give away.

As the song ends, Travis introduces Creager and the back and forth banter goes smoothly. Creager introduces "Morning," one of his prettier ballads.

"We used to play a lot more weddings, and it seems like people would always ask for "Morning" for the first dance song."

After Creager performs, Travis steers him through some discussion of his ski trip and his upcoming trip to Mexico.

"Well, what would you like to hear next?"

"We're on the subject of Mexico, so how about "El Rancho Grande?""

Creager does the song, and follows with his well known "Havin' Fun All Wrong," "Things Look Good Around Here," and "L.A. Freeway."

Travis thanks Creager for being the first artist to play the show. She asks him to end with "Everclear" and he obliges.

"So much for the kinder, gentler Roger Creager."

When he finishes, she restarts the recorded music. The phones light up. She takes several calls telling her how great the Creager segment was, how great the show is, how happy the caller is that the station is going to be having a program like this. A consummate pro, Travis reinforces the time and program name with each caller, telling them to let their friends know.

Creager signs several CD's for later giveaways and departs to shop for furniture. Travis goes into giveaway mode. It seems she has little time for anything the next 45 minutes but answering the phone. KIKK's policy is to take the tenth caller, so she is constantly saying, "KIKK, you're caller no. 1, KIKK, you're caller no. 2" She's been doing it so long it seems to come almost as second nature, as if she's not even thinking about it. She carefully lists each winner, checking the spelling of names, informing them of the time and venue. Several callers do not know what they have won.

"KIKK."

"Leslie, this is Joe."

"Hey, Joe, what can I do for you."

"I just called to tell you I'm driving back from Corpus. I couldn't believe it when I got in range of your show. I didn't know you were doing this "Texas Most Wanted" thing. It sounds great."

She gets several more calls like this as she winds the show down with tracks by Jack Ingram, Cross Canadian Ragweed ("not a Texas band, but they play down here all the time"), Delbert McClinton, Rodney Hayden, Robert Earl Keen, Jr. and Houston Marchman, for whom she has more tickets to give away. We talk about the dearth of women involved in the Texas music scene and how little airplay those who are involved get. She digs through her stack of CDs and pulls out local artist Lisa Novak, giving Novak a nice plug after the track plays.

At three minutes until 9, she pushes play for the final time and ends the show with Jerry Jeff Walker's "Don't It Make You Wanna Dance."

Gathering her ticket giveaway records and visibly tired, she thanks me for coming up. She hasn't sat down since 5:30 and, as far as I know, hasn't had a bathroom break, a drink, a snack, or break of any kind. Riding down in the elevator, she is anxious for feedback.

"I think it went well. I didn't realize how much work goes into this. I think most of us out there picture you disc jockeys as sitting in a big swivel chair, hitting the play button and then just vegging out until it's time for the next track to start. You know, Dr. Johnny Fever. This was a real eye-opener for me in that way."

Travis hopes to gradually expand her playlist, to cover more artists and to play some different tracks by familiar artists. She talks about possible sponsorships, likely candidates whose products would work well within the show's format. As we part, it is obvious she thinks "Texas Most Wanted" is a viable show. I can tell she's already turning plans over in her mind, intent on making next week better.

Contact William Michael Smith at: wms-at-rockzilla.net

 
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