INDUSTRY REPORT # 57 | CATCHING UP WITH NICOLE ALVAREZ

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INDUSTRY REPORT # 57

Catching Up with Nicole Alvarez

March 11th, 2026 by Traci Turner

The world of radio is a business like no other. Stations can be rock one day and country the next. Beloved DJs can be let go randomly without the chance to say goodbye to listeners. A voice you may have associated with one brand may move to another. The one constant of radio is change.

Last year the LA radio market participated in several of those changes, including a major crosstown move for Nicole Alvarez. Leaving her radio home of more than 20 years, Alvarez relocated to Alt 98.7 and is now handling middays.  

After beginning her radio career at WPLA (Jacksonville) and WZTA (Miami), Alvarez landed at KROQ, where she earned an amazing reputation for her artist interviews, musical knowledge, and kind heart. In addition to the “standard” on-air gig, Alvarez co-hosted the syndicated “Loveline” with Dr. Drew Pinsky and Dr. Chris Donahue,

She voiced additional alternative stations owned by the same company (Audacy), served as an MTV correspondent, and is a member of the Recording Academy’s Rock Committee. She is also an incredible writer and is the primary West Coast contributor for Consequence of Sound.

After one week of middays, we decided to check in with Alvarez and see how things are going at the new gig…

Traci: It’s always weird to research someone before interviewing them, because this sounds like I am a creeper, but how was Disney this weekend?

Nicole: Disney is a lot! I think I have shin splints and I’m having trouble walking.

Traci: I saw it was the Disney Food & Wine Festival. Was there something that was the best thing you’ve ever tasted?

Nicole: Wine. A glass of wine, honestly.

Traci: Another very important question from my stalking you this weekend is, what was your last tattoo?

Nicole: Oh, I got a tattoo on my hand that says Unforgettable Dance in Spanish to remind me of my family growing up, my Cuban family, and to remind me this is one dance that we get and we should do it right.

Traci: I know you began your radio career quite young, so you obviously had a love for music at an early age. What was the first song you fell in love with?

Nicole: The first song that I remember absolutely adoring and needing to hear over and over again was Prince, “Purple Rain.” That was the first song that I remember becoming obsessed with. I have a very strong love for that song. It was in the “Stranger Things” finale not too long ago, and it was unexpected, and it floored me.

Traci: How did you know you wanted to go into radio?

Nicole: I was about 10 or 11, and in the car back then, there was only radio. I would listen to a station called Zeta, 94.9 Zeta (in Miami). There was a lady, her name was Kimba, and she had this perfect raspy voice. She was obsessed with Steven Tyler, and all she did was talk about music, and she’d go to concerts. Before I even knew what that all meant, I knew that I wanted to do exactly what she did.

She continued; There was no other question in my mind. I never wanted to do anything else; I wanted to be that lady. I wanted to have her perks, and I wanted to live that exact life. That was it. I wasn’t very career-minded outside of that. I had a really good time growing up. I liked going out. I lived a big life, and I never really… Now that I’m saying it out loud, that must have horrified my parents! I never even took the steps to be in radio. I just knew that that’s what I wanted to do. That’s when I decided – it was just a woman that I heard on the radio.

Kimba – Zeta 94.9FM, Miami / Fort Lauderdale

Traci: And you really went for it! I mean, that’s a pretty big deal – especially for your parents, I’m sure – for you to eventually move from Florida to Los Angeles.

Nicole: Yeah, I was in college in Jacksonville, and I wanted to stay in Florida, and I wanted to be by the ocean. Jacksonville seemed to make sense. I got my first heartbreak experience there. We went to a club and the rock station from Jacksonville was playing. They were guesting at this club and I went up to whoever was in the booth and I said, “How do I get a job at your radio station?” They gave me a name.

She continued; The following Monday, I called this woman over and over and over again. They hired me at the rock station in promotions; it wasn’t even on air. And the rest, as they say, is history. But yeah, my parents had no idea. They just tried to get me to stay in school, and I wasn’t crazy about school.

Traci: I think that’s funny you said that you started in promotions. I found often with radio, once you get your foot in the door, if you just show up, you’ll get to the job you want.

Nicole: That’s exactly right. You just get your foot in the door. You have no idea where you’re going to end up. Just get your foot in the door and show up. And if somebody asks you to do something, say yes. One piece of advice that I got in radio when I first started working was, “Wear as many hats as possible.” That never left me. I did that. I just put on as many hats as possible and learned to do whatever I could do.

Traci: You get to Los Angeles, 20 plus years at one station, and now this opportunity to work for Lisa Worden, who was just named program director of the year by industry folks, and picked up a Woman of the Year award at NAMM. First of all, in this industry, it is rare to have a woman in that role, but then, you have the absolute best! Plus you’ve worked together already.

LISA WORDEN

Program Director ALT987 | SVP iHeart Media Alternative & Rock

Nicole: I worked with her at KROQ, she was my music director. So I’ve known her for 23 years, and we have worked together for the most part until she left for iHeart eight years ago.

Traci: Did you find it was easy to fall back into place with her?

Nicole: Yes. Because we’ve stayed in touch this entire time and I’ve watched her career and I know what she’s about and what matters to her. And she’s also watched me grow. We’ve been able to stay in each other’s lives long enough; I know her language. At the end of the day, she just wants people that are stoked and that do good, hard work. That’s what I’m giving her. She’s wonderful. She knows how to command a team.

Traci: Tell me your thoughts on that team.

Nicole: From The Woody Show to being reunited with Stryker and Booker and getting to work with Christen at night. The team that I’m on is extremely solid, and they built this thing way before, long before I got here. I came in very respectfully knowing that. Now, just to be part of this team that Lisa built, that I get to contribute to and I get to grow with is really exciting!

Traci: What new music is coming up this year that you’re excited about?

Nicole: There’s so many. I feel like everybody’s coming out with new music this year! I’m really excited to see what Muse does this year. Muse is the artist who I think I’m the most excited about.

Traci: I was fortunate to be on the red carpet for band interviews at ALTer EGO in January and that was a crazy scene! Do you still find artist interviews difficult or scary?

Nicole: Yeah, because well, for me, I want to do a great job. There’s a pressure that I put on myself. But also, you just don’t know who you’re getting. One thing I’ve learned about artists is a lot of times, who they are onstage is who they need to be. They do have an armor when they’re onstage. They get to become this persona. And a lot of times artists off stage, they’re a little more… They’re disarmed.

She continued; Some artists have a really hard time answering questions. Other times, they’re just sick of being asked the same things or having the same conversations over and over. I try and be very thoughtful about how I approach it. But yeah, I get super nervous. At the end of the day, I just want to do a good job, and I want the artist to be happy and I want my boss, and I want the fans to be happy, and that’s a lot of pressure.

Traci: Are you chugging Pepto before the interview like I am? (laughing)

Nicole: No! (laughing) I did that a few times, but that didn’t really work. I’m less nervous now than it used to be, but I also believe that the day that all my nerves go away is when I’ve stopped caring. And that’s maybe a sign to move on. But the nerves are good. They do motivate you.

Traci: Can you recall an interview that was your favorite?

Nicole: There’s so many, but my last one that I keep wishing I had over and over again is Marcus Mumford. I would sit down with Marcus Mumford a hundred times in a month if I could. Yeah, Mumford & Sons in general, all of them are charming. But Marcus is particularly just a wonderful person. He’s very present. He’s very funny. He’s very engaged. And he likes to talk. So Marcus Mumford, easy.

Traci: Now that you are a full-fledged team member at Alt 98.7, are there any major station events or activities coming up that you are allowed to talk about?

Nicole: I know that there’s a lot of little events coming up that I cannot talk about. (makes sealed lips gesture) I know that we’re doing The Woody Show After Hours Takeover at Disney California Adventure Park. We close the park after hours, and it’s just the listeners. But other than that, I think it’s just a lot of little surprises along the way.

To find out what surprises are in store for you – and to properly welcome Nicole Alvarez back onto the LA airwaves – make sure to listen to Alt 98.7 however you get your radio injected into your ears!

TO FOLLOW

SID 260312 | JIMMY ALVAREZ | EDITOR