Get to Know: Brooke Knoll
Whisper Speak Roar Media will celebrate our first anniversary on January 4, 2023. We’ve learned a lot over the past year (that’s an understatement, to be honest). We’ve come against unexpected challenges, we’ve had TONS of new ideas, we’ve met a lot of new people…it’s been, simply, a whirlwind.
We’ve been lucky enough this year to meet some incredible media professionals and to deepen connections with people we already know and appreciate. So, we’re wrapping up 2022 by talking with three people we’ve found doing especially inspiring and good work this year, three people who are at three different places in their career trajectories, doing different things in public media.
Today, I’m happy to introduce you to the talented Brooke Knoll. Brooke is the Digital Audience Specialist and On-Air Host at Classical KC in Kansas City, Missouri, a role she has been in since July of 2021.
Previously, Brooke was an Associate Digital Producer and Board Operator for Minnesota Public Radio. That’s where we met her!
Brooke graduated from the University of Minnesota in 2019 with a BSB – a Bachelor of Science in Business in Entrepreneurial Management and Public Non-Profit Management. She also graduated with a BA in Harp Performance.
She is, in a word, TALENTED. (She’s also creative, funny, kind, thoughtful…etc.) Get to know her!
Elena at Whisper Speak Roar Media (WSRM):
Thanks for talking to Whisper Speak Roar Media, Brooke!
Brooke Knoll (BK): Thanks for talking to me, Elena. It’s nice to be the “interviewee” for a change. Usually, I’m the one interviewing other people.
WSRM: I know! You do a lot of interviews. So, you’ve been in your current role since July of 2021. Would you tell me just a little bit about the work you currently do at Classical KC?
BK: Sure. For context, Classical KC was launched during the pandemic in 2020. So we’re still a brand new station!
A lot of the work I do in our digital marketing space and in our physical marketing space is brand awareness. So I’m trying to let people know that we’re here! I come up with digital content that engages different audiences, I ensure our website is accurate and reflects our programming, and more. I also do a lot of marketing planning and ideation – trying to help build the structure to build a solid foundation as Classical KC grows and develops.
I also do a lot of programmatic work along with my team – helping to figure out what kind of programs we’re going to have in the next quarter, the next year, and beyond. And, I host our Classical KC local feature show, which gives me just an incredible opportunity to talk with Kansas City musicians, performers, and artists. I’m excited that I get to bring these voices to the Classical KC airwaves every week.
WSRM: Now, you and I have known each other for awhile and we used to work together, too. I know you’ve experienced some challenges in this new role – and I know it’s hard to make the kind of move you made in 2021. Can you tell me about some of the biggest challenges you’ve experienced over the past year?
BK: Well, first, let me speak to the fact that we are still working in a pandemic! I was exposed to two people with Covid last night so that has been an ongoing challenge in 2022.
You know, this year, I’ve really tried to develop a greater sense of work/life balance. This is hard when you’re helping to build a new station; when you’re wearing all the hats, it’s easy to feel overwhelmed or feel like you need to work past 9a-5p to get stuff done. I always tell myself, “Brooke. You’re doing MARKETING. You’re not working in the ER!” I’m trying to encourage my team members to remember this as well.
Speaking to being a newer station, too – marketing it is kind of like a chicken before the egg situation. We want more people to know about Classical KC but we also are like – we have all this great content but we don’t have all of our day parts filled with local programming. How do we market ourselves as Kansas City’s 24/7 classical station when the majority of hosts aren’t here (yet)?
In other words, how do we show ourselves as a gem and public resource in Kansas City while also recognizing that our programming is not fully here [in Kansas City] yet?
I suppose I’d say my big challenge this year has been increasing the localization of our on-air and digital content AND making people aware that we exist.
WSRM: I imagine that IS a challenge. It certainly sounds like Classical KC is doing some really exciting work — and is on the cusp of growth, too. Tell me what you’re loving right now about the work you do.
BK: I love how we’re willing to experiment. We are willing to – because we’re building something for scratch - to do things differently and try things that other stations just can’t try. We really want to reflect our community and engage with our audiences in Kansas City – ALL audiences and potential audiences, not just the traditional classical music listener.
Here’s a good example. We are sponsoring the Kansas City Streetcar Holiday Jam. Last night [Wednesday, December 7], I played harp on the Kansas City streetcar. We have our signs there and it was a lot of fun! Classical KC was approached with the opportunity a month and a half ago – and we were like, “well sure! Let’s do it!”
In the fall, we had a “collaborative beer” with a local brewery, and we did a “Harp-y” Hour. I played the harp again and only pop songs; it was fun! Taking an instrument people normally see as “classical” and kind of flipping it on its head was exciting. People were really intrigued and interested in hearing more about what Classical KC is doing.
Also, I just think the people we interview and the stories we like to highlight are super awesome. Like, a story we did recently about a “Tuba Christmas.” It’s great – thousands of tuba players gather in Union Station and play Christmas songs together. What a story.
Also – just the way we talk on the air. I’m a 25-year old woman. I’m not trying to talk like I’m older and really experienced in radio or know more than anyone else about classical music. I ask people questions like they’re a human being and I am as well.
We like to have fun. And, yeah, we punch above our weight. We have a lot of schemes and dreams.
WSMR: Ok so you know WSRM has been learning and growing all year long. I’m curious: what have YOU learned in the past year?
BK: I have learned that audiences can surprise you, you should not make assumptions about your listeners, and connecting can happen in the wildest of places. Radio doesn’t ONLY have to make connections over the airwaves.
WSRM: What has surprised you over the past year?
BK: So coming from Minnesota, I heard good things about the Kansas City arts scene but I’ve just been blown away and surprised by how supportive and collaborative and just willing to experiment people are here. The music and arts scene in Kansas City – it’s super vibrant and…awesome.
WSRM: What are you looking forward to in 2023?
BK: I am looking forward to feeling more established as a station, getting in the grove of things. It’ll be year three – the toddler growing pains are fading away! Hopefully. And personally, as a harpist and musician, I have a lot of fun gigs on the horizon and it’s thrilling to be a part of the music community as well as someone who is reporting on it.
WSRM: Tell me what you like to do in your spare time?
BK: I like to do a lot of things! Harp is a big one. So playing music, going to see live music. I love going to concerts. I have a weekly trivia team so I love doing trivia. Just won first place in a music trivia competition!
WSRM: Hey!! Congrats. That’s really cool!
BK: Thank you!
I like to call myself a dabbler because I’ll try any artform once. This can sometimes be detrimental to my wallet But I just like to entrench myself in art communities. I’m also a big record collector. And I like to go for hikes and play with my cat [Cleo].
WSRM: I know we both love public media, Brooke. I’ve been working in it almost my entire career and I know you’d always kind of wanted to work in public media. You’re still kind of starting out in this realm…so I think your advice would be really valuable here. So, what advice would you give to people interested in working in public media?
BK: I would say – first of all, consume the widest variety of media you can – not just public media. See what you love about media, public or otherwise, and other media forms. What about those things hooks you in?
Figure out who those people are who make those things. Reach out to them! People are usually pretty willing to talk.
There are so many different paths to get into public media. I wasn’t a journalist. I hosted a college radio show for 4 years – do college radio if you’re in college! – and now I’m doing marketing and programming and all sorts of things. Producing, hosting, writing, digital … there’s a lot to do. There’s also a lot of room for experimentation.
So – figure out what hooks you in, find people who do those things, and be curious. That’s what I think public media employees do best – they’re always curious. They want to dive into their communities and learn more about it and serve audiences near and far.
WSRM: If you could fix or change one thing about the public media system today – what would it be?
BK: There are so many things, Elena. I have to pick one??
WSRM: Well, yes? Try. Just one. A big one.
BK: I would say – my answer is kind of twofold. I feel like a lot of people in public media are ambitious. But public media structures don’t allow for clear career advancement.
The other thing – pay equity. The poor pay is atrocious in public media. And I know there are people who are advanced in their careers not making nearly enough and people starting out at the bottom of the rung have no hope of making a livable wage.
WSRM: I’m curious if you have any kind of … not dream job, necessarily, but dream project in public media? If you could do ANYTHING…what would you do?
BK: For me, my dream would be to have a podcast about classical music that non-classical listeners would enjoy. That’s a big goal – to have a Normal Gossip or something of that caliber that people would listen to – would find interesting – AND it would be adjacent to or about classical music. You know – not insider baseball. But something anyone can enjoy.
WSRM: Brooke, thank you so much for being you. And thank you for talking to me today. I’m so excited to hear more from you in 2023 and beyond – you’re doing great work.
BK: Thanks Elena! Happy New Year!
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Learn more about Classical KC and Brooke Knoll HERE.
