The Welcome Mat

If you want to feel good about the future of radio, spend a few minutes in the company of Mat Cummins.

From sitting in a studio with the legendary Barry Bissell as a radio-mad teenager doing work experience at Fox FM to his current role as Group Content Director for the ACE Radio Network, Mat’s whole face lights up when he talks about the industry he loves.

And despite the uncertainty of an ever-evolving radio landscape, his belief in the medium has never diminished.

“I know the industry is facing challenges right now, but I am excited about the future,” Mat tells Radio Today. “I still think the connection we can achieve with other human beings via the radio is powerful.”

Mat’s interest in radio stretches back to the cherished school holidays spent at his grandparents’ home in Ballarat.

Mat found himself drawn to his grandfather’s wonderful, weathered old transistor radio in its leather case.

“It was the kind that you could attach a shoulder strap to and carry with you,” Mat remembers. “You could take it anywhere, but it lived close to the kitchen table. My grandfather would read the paper in the morning with 3BA on the radio, keeping him up to date with all the news.”

“I think seeing him focus on the radio like that sparked something inside of me.”

Another enduring radio memory was the random moment when 3KZ Melbourne Breakfast duo Pete & Liz bailed up his mum at the shops in Murrumbeena for a cash giveaway, after spotting an ‘I Love 3KZ’ sticker on her car.

He and his little sister watched on as their mum got to pick from three bags to try to win the cash.

“I don’t think Mum won very much, but I loved the theatre of it,” Mat smiles. “Pete and Liz had a large reel-to-reel tape recorder for the segment. The whole interaction was wonderful.”

During his teenage years, in the days when Triple M had a temporary studio at the Melbourne Showgrounds, Mat would catch a train there to watch announcers doing live shifts.

“Rob Elliott was hosting at that stage, and apologies, Rob … I was the weird, creepy teenager staring at you for such a long time!” Mat laughs.

When he was selected to do work experience at The Fox, Mat was beside himself with excitement.

He says the staff made it a genuinely fun week for him.

“I think they could tell I had a real interest in radio. Instead of being curious, I wanted a job in the industry.”

The best part? Getting to sit in with Bissell on Drive.

“Barry was super generous with his time,” Mat remembers. “In between playing songs, recording phone calls, and doing his live breaks, he talked to me about what I wanted to do, and he encouraged me to keep studying.”

Fast forward to the 2017 ACRAs, where Mat and Barry crossed paths again. It was a true full-circle moment, captured on camera for posterity.

“I thanked Barry for taking the time to encourage me,” says Mat. “He was really lovely and humble about the whole experience.”

“I think that’s something that really stands out as it’s unique to our industry. No matter where you travel around Australia, if you meet someone from radio who is just as passionate about our industry, they’ll give up their time for you.”

Mat honed his radio skills as a volunteer at Croydon community station ECB FM.

“I really hope he doesn’t mind me mentioning this because he’s now a very well-regarded journalist on Channel 7, but Paul Dowsley was hosting a show on Saturday nights called Moo Moo. His regular co-host on the show was away for a few weeks.”

Dowsley asked listeners if they’d like to co-host a show with him and Mat jumped at the chance.

Upon finishing school, Mat became heavily involved Melbourne’s Channel 31, doing voiceovers for promos whilst training volunteer presenters and announcers.

When that role was made redundant, Mat took on a job in a conference centre, attending Gary Mac’s Melbourne Radio School at night.

“In the last couple of weeks of doing the course, I heard about a role that was being offered at Colac as an announcer.”

Mat sent off a demo tape.

“The manager at the time, Grant Johnstone, called me and asked me to come up for an interview on a Saturday morning.”

Mat drove to Colac, was given a tour of the station, met Johnstone, and was hired that same day.

“Grant was also very helpful with my career because he helped me obtain a job working in Western Australia as the Group Content Director for RadioWest and Hot FM.”

And it was Johnstone who encouraged him to move back to Victoria several years later.

Mat’s been in Gippsland, working for the ACE Radio Network ever since.

Johnstone tells Radio Today “From the moment I first met Mat during his application for his first commercial radio role in Colac, it was clear he had something special. His fire for broadcasting was unmistakable, an energy you could feel instantly. Mat brings exceptional attention to detail and an instinctive ear for quality, but it’s his unwavering passion that truly sets him apart. It’s the kind of passion that never fades, never falters, and continues to drive him forward year after year.”

“So when I stepped into the role of Gippsland GM in 2006, I knew I had to find a way to bring Mat back to ACE. It took a few attempts, but I was thrilled that he ultimately chose to return.”

“His presence, his commitment, and his sheer love for the craft have made a lasting impact ever since.”

As ACE Radio’s Group Content Director, no two days are the same for Mat.

“I live around 45 minutes from my home radio station and I use that time to on-air check stations.  I find it really helpful to arrive at work and then be able to talk to talent about the things that I’ve heard on the radio that morning.”

“I really thrive on the fact that every day is different. I could be off the road visiting one of our stations to speak to our local teams, do airchecks with the local talent, and work with the Content Directors, or I’ll be working in the office all week getting through the paperwork.”

Mat’s original dream was to host Drive on a metro radio station. But his heart has always been in regional Australia.

“There are so many stations right across regional Australia doing great things in their community, and the local radio station is still largely a big part of people’s daily lives.”

“I absolutely love when a Content Director comes to me with an idea, and we can make something happen on the radio. That’s a real thrill.”

“Equally important is the ability to help other people get their radio careers started. It’s still great to discover new talent, help people, encourage them, and see them progress in this wonderful industry.”

Mat considers the ACE team his second family.

“The culture that we’ve created right across the group is like nothing else.”

“I love the fact that even our kids get to come to work and are well known to all the staff. My own daughter loves coming to work, not to see Daddy on the radio but to talk to the other staff here at the station!”

“There are so many wonderful people who have helped me along my journey, and I’m appreciative to all of you, even if I don’t mention you by name.”

“Special mention has to go to the Chairman of the ACE Radio Network Rowly Paterson, Grant Johnstone and Mark Taylor, whom I’ve known now for 25 years!”

“I want to thank Ash Myatt, who was my General Manager for many years in Western Australia, along with Vin and Judy Dawes who were a second family when I moved over.”

“And a very special shout out to Rod Brice! As a young Content Director, he was very supportive of my work when I was in WA. I’m sure I frustrated Rod no end, but I learned so much from him over the journey.”

And Mat remains optimistic about what lies ahead.

“Radio is the great survivor. We’ve seen many challenges in our past. I think we can rise to the occasion and continue to be a valuable part of the media mix.”

Images supplied.