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Straight From The Mouth
The Morning Mouth's January Interview with Rick Dees
(Reprinted by permission; Copyright © 2002 Talentmasters Inc.)

As radio celebrities go, in the last 25 years, perhaps no one has had more impact on personality radio that Rick Dees. From his candid phoners to his perennially high-ratings, he's set standards that have changed morning radio forever. Amazingly, after twenty plus years at KIIS FM/Los Angeles and now heard in syndication through Premiere Radio Networks, he's still at the top of his game. In this month's Mouth interview, we'll give you a closer look at this one-of-a-kind personality. Plus, we've included some special archival stories that were too good not to repeat. Enjoy!

Is my math correct, you're now into your 21st year at KIIS FM? Isn't this some sort of record for a LA personality?

No, Dick Whittingham edged me out. He was on the air for 107 years.

How many of those 21 years have been spent near or at the top of the ratings?

21, thanks to a wonderful station and team.

Just out of curiosity, how much does a single ad cost on the Rick Dees' Show?

$7000

I say KIIS, but who do you actually work for?

God.

Okay, trick question... who's your PD?

God (John Ivey).

What does a PD tell Rick Dees?

Anything he or she wants. I love them all, because at this level, for a PD, it's a tough job, requiring lots of hours of diplomacy and talent.

In addition to LA, you also maintain a residence on Kentucky. How much time do you spend there? Do you broadcast from there as well?

I live both in LA and Kentucky. I spend three quarters of my time in LA and the other quarter in Kentucky.

When broadcasting outside of LA, how many people do you need with you?

Believe it or not, I only need two buses and a U-Haul full of people (4-5 people).

I've been told by others who syndicate, that often it can be restrictive. Has this been your experience as well?

Not at all. It's such a thrill to create new material for multiple markets and cities.

During your time in LA, you've encountered numerous competitors and still do. Along the way a few of them have taken shots at you. Do you still just take this in stride or was there ever an situation you felt went over the line?

I never talk about it. Eventually, they seem to sink to their own level.

Name some people that impress you?

Paul Harvey, he's a class act. Randy Michaels, Jonathan Winters, Pat Patterson, Steve Allen and a true genius, Ken Lowe.

It's fair to say your show has had or can get just about any celebrity guest it wants. Is there anyone you couldn't get?

I wanted to book Lassie, but she wouldn't even lift a leg to help me out. Actually I'd like a one-on-one with Barbara Walters. (If you were a tree, which one would you be?)

Who was the best or worse guest you ever had?

The bad ones are the ones who didn't show up. I hate it when that happens.

As we write, Ex-Beatle George Harrison just passed away. Were the Beatles among your guests?

I only interviewed Paul McCartney and Ringo Starr. I was scheduled to interview John Lennon the week after he was murdered. I've always felt sad about the missed opportunity. Paul is so creative and loves to laugh. I've always thought he would make a terrific and loyal friend.

Given the type show you do, how difficult was doing one September 11th?

I always felt that the radio show is a reflection of the times. On that day, and the days that followed, I prayed a lot and then just spoke from the heart. I hope I did okay...

Was that the most difficult show you ever had to do?

I will never get over having to tell that horrible news.

Of all the shows you've done, is there one that stands out? Is there one that makes you laugh just thinking about it?

It's the show you think is funniest.

It's hard to imagine anyone accomplishing more in a radio career than you have, but do you still have any goals that you are still reaching for?

Everyday is an adventure. I love this job.

Of all that you've accomplished, what are you most proud of?

I'm honored by the privilege of being Kevin Dees' Dad. And I thank my wife, Julie, for things she does that are too numerous to mention.

What's your take on Satellite Radio? Will AM/FM eventually be replaced? content side of the business. Look at it this way; go to the supermarket and look at a bottle of Windex. I'm the blue stuff inside. You can package it any number of ways.

What about business? Is it better now than 21 years ago?

If you still have a job it is.

Are you nostalgic? Have you ever visited a station where you first began and caught up with emotions?

Oh yes. In fact, I just attended a wonderfully nostalgic reunion for WKIX AM/FM in Raleigh, NC, my first fulltime job, 6 pm to 9 pm. Then, I was demoted to 9 pm to midnight. It was a turning point in my life. It was either get better or get out. I am so thankful for that great radio station and my fellow "KIX Men of Music."

Given that you are considered the highest paid morning personality in the world, is there a story from your past that could ever lead one to believe that you weren't always so fortunate? In another words, do you have a poor DJ story?

My first job was $150 a week, with five days vacation. Can you believe that I still managed to save $30 a week?! But wait! Who told you I was the highest paid morning show personality? Somebody else out there has to be making more than $175 million a year!

The last time Rick Dees was featured in The Mouth, you were marketing a breath mint and an ultra-light weight VHS tape. What other products are you currently involved with?

A television network - Fine Living, a partnership with E.W. Scripps.

If you hadn't been a morning radio personality, what do you suppose you would have done?

I would have loved to have been a psychiatrist.

As mentioned, we went to the Mouth archives and pulled up a few of our favorite Rick Dees stories that we couldn't help repeating. This is from January, 1996:

Isn't there a Billy Graham story somewhere in your career?

Yes. In fact, I started in Greensboro, NC. So, I'd do the Sunday morning tapes and then for an hour they'd let me be live on the air from 10-11 am then from 11:00 to noon. It was "The Hour of Decision" with Dr. Billy Graham. Like I said, back then I was infested with radio, so my friend, Paul Allen, would come with me to the radio station every Saturday night. We'd go up and practice. Invariably, you know how it is when you're in high school, I'd get on the mic and say, "testing. Son-of-a-b-----. Fake! Fake! Fake! ......." Okay, we got it, let's go. Then you're suppose to bulk erase it. It's late on Saturday night and I'm messing around myself. I was suppose to tape "The Hour of Decision" back in the production room and my song was running out. I got the tape. It went on. Taped it, came back. Picked it up. Got it ready and then from 11 to noon put it on. I forgot to go back and get it and I had a song on. So then, I cued up the tape and didn't have speaker. You were suppose to cue it up by the VU meter. I put it on and then saw the VU meter start, it looked like he was saying, "The Hour of Decision with Dr. Billy Graham. And now Dr. Billy Frank Graham with this week's message." So it was my job to say, "Now we join Dr. Billy Graham." At 11:00 I said, "It's 11:00. WGBG/ Greensboro. And now "The Hour of Decision" with Dr. Billy Graham." And then I hit the tape and it's just enough dead air to hear, "F#$k! F@$k! Son of a -----..." I couldn't find the volume to turn it down, so over "F#$k! F#$k!," you hear me say, "Dr. Graham is practicing. He's getting ready to come on." And you hear in the background, "Son of a b----h. S--t," like that's really Billy Graham.

Gotta ask about "Disco Duck." Is it true, you made no money from it?

First of all, here's the deal: I recorded the song for just an unbelievably low price. I mean, I got everybody for less than scale I think. I would piggy back on the end of people's sessions. It took a while to do that, but we got it done. It probably cost about $1500 total. Of course, I didn't charge anything because I was recording my own song. We then put it out on 3 Tone Records and it started doing great around Memphis, but there's no distribution for 3 Tones Records. California, New York and everybody passed on it, except Al Coury took the tape home. He knew about me from the radio. He played it for his kids and they went absolutely crazy and wanted to hear it over and over. He went "uh-oh." So he called and offered $2000 for the master and they would then give me a penny a record. Roy Mack, the PD at WMPS at the time (a 10% partner) said, "Oh well, could we get it up to $3,500?" So he got $350 and I got the rest. We gave it to RSO Records. They put it out and Robert Stigwood played it for the Bee Gees and they just howled. Stigwood went crazy over it and put a high priority on it. That song became number 1 in about six weeks.

How many copies did it sell?

4 million copies

Was that a record for a jock's recording?

Only one ever to have a double platinum single. A lot of comedy albums that's I've had and other releases have done well, too. I've probably sold a million or so doing those.

It seems that every jock I know can do (and not equally well) a Rick Dees impersonation. Is there anyone, you've heard that you think comes closest.

My son and my wife, Julie! They know me so well, and are so effective. They make me hate myself.

Finally, what is your wish for the New Year?

$175 million a year.

Read previous Morning Mouth interviews.

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