Passionate ~ Experienced ~ Motivated

Resilient ~ Personable ~ Thankful

This is an incredible case of it’s a small world and six degrees of separation. I met Kevin, where else but at the famous hockey alumni luncheon. To get a gauge of just how incredible this group is, how rich their backgrounds are, and the incredible life journeys, simply read this book. Almost a quarter of the stories are from people I have met here.

The connection with Kevin took an even more incredible twist when I was doing his video interview. One of his great stories, which you will read shortly, is about him as a four-year-old in Windsor, Ontario. As we talked about his story, I became curious about where he lived. He lived in the Belle Isle area, two streets over from my friends Bob and Lynda Pope. I have known Bob for fifty years; he was the second-best man at our wedding. For the past fifty years, I have maintained that the best man is the one who got married.

Strange twist coming. I still don’t believe it. On the way home, I called Bob to tell him I just interviewed Kevin Shae, who told me a hilarious story about himself as a four-year-old. At that point, Lynda chimed in, asking if his mother’s name was Margaret. If so, I worked with her at the school and loved her. In fact, we visited her home. I checked back with Kevin, and he remembered his mom saying that Lynda Pope was lovely.

Kevin had quite a working journey and has an ability to tell stories from his four distinct careers: Radio, Music, Philanthropy, Hockey Hall of Fame and writing. Meet Kevin

Describe a 'fork in the road' from your past—a moment that felt ordinary at the time but, in retrospect, completely altered the course of your life.

Unlike most of my classmates, I didn't know what I wanted to do with my life in high school. I got great marks, was on student council, and played hockey, but nothing resonated with me, so I didn't even know which program to enter at university. Then I got a summer job delivering prizes for the local radio station. Bingo! I fell into the excitement of working in radio. I delivered the prizes and worked hard to learn the other jobs involved in good broadcasting: announcing, writing and producing commercials, and creating special programs. It opened so many doors. The radio station paid for my university education, and when I graduated, I had a 10-year career at some of the biggest radio stations in Canada, which led to a 20-year career in the music industry. Discovering my passion changed my life.

What has been your biggest challenge that you have overcome?

I was vice-president of a record company, working hard and achieving a great deal ... and then the company went bankrupt, leaving me out of a job at 45. Although I applied for many positions and got several interviews, nothing was offered. I was frustrated and worried! My mind was spinning -- who is going to hire a 45-year-old music industry veteran? I realized my transferable skills weren't as transferable as I'd believed. But then a former contact at the Hockey Hall of Fame, unaware that I was out of work, offered me a contract position. I started the following Monday. It was the biggest break of my life and the greatest job I ever had. I still have it 24 years later. Passionate, resilient, motivated, experienced and very thankful.

This was how Kevin met a challenge and overcame it with creativity. He did not include it, but I have the power of the pen.

When I was the Director of Promotions at MCA Records, we received cassette copies of an album by Nirvana before it was released to stores. At a product planning meeting, we all agreed that 'Smells Like Teen Spirit' was a great song, but there was nothing like it on the radio. That era was the era of Poison, Ratt, Cinderella, Motley Crue, Warrant, Tesla, etc. But we believed that if we could get a break, we could get something going with this song. 'Kevin, what's your strategy for rock radio?' Oh boy, what a challenge!

I proposed shipping the song to college radio stations, but I had a spark of an idea. 'Gang, CHOM in Montreal is the most adventurous rock station in Canada. Look at the album's front cover (a naked baby in a swimming pool). I think I can get the radio station's attention by having someone dress like a baby and sit in front of the station while the staff arrives for the day.' The team howled with laughter and asked, 'Who's going to do that?' I replied, 'I will!' So I went to a costume store, loaded up, and flew into Montreal the next week on the day they add the new music.

That December morning at 6:00am, I stood outside the entrance to the radio station wearing an oversized diaper, a bib, a huge soother, baby booties and a bonnet, standing on a baby blanket with a sign that read: 'Nirvana's Smells Like Teen Spirit -- This Baby Needs a Home on CHOM', and played the song nonstop from 6:00am until 10:00, watching as every employee entered the radio station. But miraculous things happened. There was a college nearby, and soon hundreds of students filled the street, listening to the song being played on a boombox by a man wearing baby clothes. That stopped traffic, and soon radio and TV stations arrived to find out what was going on. As they reported on the traffic tie-up caused by a man wearing a baby outfit, more people stopped by, and the newspapers arrived to get the story. The entire street was blocked, with helicopters circling overhead.

Finally, at 10:00am, CHOM's program director came out and struck a deal with me. If I was that passionate about the song, he would give it a single play on the radio station that evening, with listeners invited to 'make it or break it.' If listeners liked it, he would add it to light rotation in the evenings. If listeners hated it, I was never to discuss the song with the radio station again. The callers voted overwhelmingly to play 'Smells Like Teen Spirit'! The Montreal media covered the stunt the next day. CHOM received strong requests for the song, and the MCA team was able to convince other rock stations in Vancouver, Calgary, Edmonton, Winnipeg, Toronto and Halifax to play Nirvana.

Simultaneously, MUCH Music added the video, and the United States got a toehold on the song on their rock stations, and the album EXPLODED. It changed the musical landscape, spawned any number of other 'grunge' bands, and 'Nevermind' went on to sell 30 million copies worldwide!

Photo Courtesy Kevin Shae: Kevin, the marketing man behind the promotion in Montreal’s CHOM, Nirvana’s Mastermind

What was the trigger that sparked your passion for writing and how has that shaped the world you see? (Unless you are more passionate about something else, like hockey ;-)

I always enjoyed writing. I had a few magazine stories published and wrote weekly music columns in Windsor and North Bay. But it took a bigger push to get me to think about a book. I have two great friends. We get together regularly. At Christmas in 1999, they told me they had gone together to get me a gift. The patrons at the restaurant were as curious as I was about what was in the box. It turned out to be pens, paper, floppy disks (that was the era), a dictionary, a thesaurus, and a book titled 'Writing for Dummies.' They said, 'We've heard your stories every time we get together and think you should write a book.' I had never even thought about such a thing and replied, 'I can't write a book!' They insisted that I could, so I went to the local bookstore, copied down every publisher I could find, and then sent proposals to each one. Lots of rejections, but one publisher said, 'We like your passion and we like your writing.' By September of 2000, I sobbed as I held my first book in my hands. A dream really can come true!

Every journey leaves us with a 'gem'—a truth we hold dear. What is yours, and how would that wisdom have changed your younger self's perspective?

Be resilient. Unlike our parents or grandparents, it is extremely unlikely that you'll work in one job, or even one career, for the duration of your working life. Be open to new vistas; be prepared to reinvent yourself; recognize the importance of your network; find things to do that make you excited; make every day count and enjoy every day -- they go faster than you could ever imagine.