Searching For The Hit Factor: An Interview With Frosty, Heidi, And Frank of KLOS

Frosty, Heidi, and Frank have solidified their position as pioneers of the broadcast radio world. From their early talk radio success in Colorado to their current lights-out success of their KLOS 95.5 Los Angeles radio show, Frosty, Heidi, and Frank have been changing the game at every turn.

Most notably, the Frosty, Heidi, and Frank show has exploded in popularity with their “Stay or Go” segment, where independent artists hold the spotlight, play their song on air, and let listeners vote on whether the artist gets another song played, or if they only get that one song. The segment gives independent artists a chance to earn countless new fans, while challenging them to present their best work to the show’s listeners. They’re currently looking to feature up to twelve ReverbNation artists through our opportunity here.

We sat down with Frosty, Heidi, and Frank to ask a ton of questions about the future of radio, what it takes to make a hit song, and much more. Check out the full interview to learn more about this powerhouse trio.

How did the 3 of you come together as DJ’s?

Frosty Stilwell and Frank Kramer gained mainstream success doing morning talk radio in Denver, Colorado during the mid 90’s. In 1998, they made the move to Los Angeles and met Heidi Hamilton who worked as the traffic news anchor for their station. The chemistry they created was magic. In 2000, Heidi officially joined and they formed the ‘Frosty, Heidi and Frank’ show. The show currently resides on The Rock Of Southern California 95.5 KLOS Los Angeles.

How did the concept of the “Stay or Go” segment come about?

In Los Angeles, there’s always been so much talent that has come and gone, never given a chance to showcase their art. In a city filled with people trying to make it, Frank saw an opportunity to give unsigned musicians a chance to play their music for his audience. Since the station was an all talk station, there wasn’t a specific genre associated with it. Any music genre was up for submission. FHF were doing more for new music than any other station in LA.

Could you tell us a little bit about the “Stay or Go” segment that has gotten so popular on your show?

The audience enjoys hearing something they have never been exposed to and asked to judge it. Everyone has an opinion… and sometimes they can be constructive.

Bands submit because they want the exposure to our large audience. Also, since it’s only one band selected per week, it’s become an honor to be chosen as a contestant and the band earns bragging rights in the local music scene.

How does the voting on the “Stay or Go” segment work?

There are two main ways we push for voting. During the live radio show, listeners call up and vote LIVE On-Air with an either “Stay” vote or “Go” vote (first to 6). Listeners that didn’t make it through are encouraged to go to our website, Stay Or Go section, and vote.

What do you look for the most when presented with an independent artist?

Number 1: song production. Poorly produced songs don’t portray a good first impression to someone who has no idea who you are. Put the time into making music that can pass for professional. The little details matter.
Number 2: The Hit Factor. Is it good enough for someone to remember it after it’s over or want to hit replay. Think of your favorite radio station. Can you hear them playing it over, and over again.

What do you think your fans like most about the show?

Our honesty. Not only towards life, but with our friends. Our Audience is our friends.

What is your favorite part of discovering new music?

Showcasing a new artists amazing talents to thousands of people who may have never been exposed to it. Then watching that artist grow their music over time.

What is one of your favorite questions to ask when interviewing artists on your show?

“What do you do for work?” It’s amazing when I hear a plumber belt notes almost as good as Axl Rose.

Where do you see the future of your show?

Continuing to entertain our audience and give new artists radio opportunities for, hopefully, years to come.

Any new fun and exciting radio segments in the works?

We are always coming up with new ideas for segments. Most are completely moronic, but that’s when the fun begins. Taking that seed of an idea, brainstorming it with others, then execution. Also, some radio segments we develop come from our listeners. We are always looking to our audience for fun new bits.

If you had any advice for artists attempting to get airplay on your show, what would it be?

Never stop improving on your music. Nothing is ever a masterpiece until the world says so. Ask for input from everyone and except it… even when they may give you a brutal opinion. Find those people your music is targeted for and engage them.

If you had any advice for DJ’s at the beginning of their careers, what would that be?

Grind. Learn all aspects of radio (On-Air, Production, Promotions/Marketing, and Sales). Be creative. People can listen to music or talk without radio anymore. Give them a reason to want to come to you. What are you doing differently that someone can’t get anywhere else? Always evolve. Life is always changing for your listeners and you have to grow with them.

RebeccaSearching For The Hit Factor: An Interview With Frosty, Heidi, And Frank of KLOS


Join the conversation
  • Charles lee Smith Jr - December 27, 2018 reply

    I am very grateful for all the oppertunities thats made possible for me from being an artist on . i simply want to say Thank You to the Founders tbe staff nd everyone who r a part of the ReverbNation family .

  • casey lane schnapps - January 10, 2019 reply

    God works in mysterious ways.

  • Matt - January 12, 2019 reply

    I don’t understand why you keep the voting open for an entire week on stay or go. Does it really matter what the percent is? Or is it just feedback for the band? Does the band get anything if fans continue to vote online.

  • alufoil - January 21, 2019 reply

    Great! Don’t need to say any more.

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