After college Adéllyn Polomski “needed to take a job and was passionate about radio,” but never imagined that what started as an assistant gig for Premiere Networks (a U.K. subsidiary of Clear Channel) would catapult her to the head of all things dance for its parent company. Given that Polomski plays a large role in supporting many of Clear Channel’s initiatives, we thought it time to catch up with the busy Brit before this year’s iHeartRadio Music Festival goes down September 19-20.
How would you describe your job?
I wear a couple of different hats: I am largely responsible for our electronic initiatives and Evolution brand, which is syndicated to more than 85 stations, including Z100 in New York and KIIS-FM in Los Angeles, as well as working with iHeart to select programming and coordinate initiatives across our platforms.
My newest hat is to serve as the director of artist relations and act as a conduit between the EDM community and Clear Channel. The goal is to connect our listeners with the artists and brands they love, and create cohesive partnerships through a variety of national activations, one of which is the iHeartRadio Music Festival.
This will be our fourth iHeartRadio Music Festival, and while it is still our marquee event, the space has really grown, and we now produce the iHeartRadio Awards on NBC, and launched a country festival as well as a pool party in Miami. We have also opened two iHeartRadio theaters—one in Los Angeles and one in New York—to produce intimate shows. But make no mistake: Las Vegas is the holy grail of what we do.
How intense is the road to Las Vegas for you?
It literally takes a village of people within our company to pull this off. There is an entire group that just arranges the trips for the winners. Another team books the artists and serves as talent liaisons, while yet another coordinates the live stream. It truly is a labor of love, but it’s so much fun and very rewarding to bring this production to our listeners across 850 terrestrial stations. We also engage all of our stations, from the biggest to the smallest.
What do you have in store for this year’s fest?
We always have a ton of surprises lined up and part of what is fun about this festival is that there are always never-before-seen collaborations. For me, Usher performing with Swedish House Mafia in 2012 was one of those ‘Oh-my-God’ moments. All I can say is that we definitely have some pretty cool stuff in the works.
Beyond the Las Vegas festival, what else do you have in the works?
We are continuing to explore live-music space on a national level from our country music festival to our Miami pool party to marquee events to launch in 2015. We also have our Jingle Ball tour coming up later this year, and will look to leverage our markets together to really bring in some amazing talent.
One of the biggest initiatives I’m involved with is working with artists to evaluate their goals so we can partner with brands and create something special for our listeners. [As such,] we will be relaunching our syndicated Pete Tong show on Evolution, and extending it from one hour to two. The show will use exclusive content from the Beatport charts, and is something I am very excited about.
Which EDM acts are you most excited about?
ZHU has grown quite a bit over the past year; we were one of the first to play him across our network. Dillon Francis has an album coming out, and his new music is very solid. I am also a big follower of MAKJ.
Do you think EDM will continue to mainstream?
The electronic dance music community has seen tremendous growth and is definitely being taken seriously. Just look at the airplay on Z100 and KIIS L.A.—the two biggest terrestrial radio stations. There is certainly no sign that this movement is slowing down.