Reflecting on learning, respect, new audiences, and the challenges that artificial intelligence presents today in the sector.
By Susan Villa
In a medium as ever-changing as radio, where each generation reinvents how we listen and how we are heard, few voices have remained as close and recognizable as Mar Montoro’s. Her energy, intuition, and that blend of humor, sensitivity, and authenticity have made her one of the country’s most beloved communicators.
From the early mornings that accompanied thousands of listeners to the large stages and the radio formula she enjoys today, Montoro has experienced—and survived—all the transformations of the industry. In this conversation, she speaks without filters about professional identity, mistakes that teach, the weight of music in her life, and the challenges posed by artificial intelligence. This is an interview that reveals a woman who has evolved and continues to listen.
1. At what point in your career did you feel you had found your true professional identity as a communicator?
Perhaps the moment I felt most fulfilled was when I began doing programs with direct interaction with listeners. La Mar de Noches was a wonderful program, full of satisfaction and personal growth. But I think as you grow older, and if you are lucky enough to continue in this wonderful profession, you experience very different stages, each in which you feel identified and fulfilled. Right now, I work at Radiofórmula, because it is what my heart asked me to do at this moment. Music has always been the driving force of my life.
2. With the rise of the internet and digital platforms, how would you say the role of the presenter has changed?
Well… not much. Think about it: on the platforms you mention, the figure of the presenter doesn’t really exist, so I don’t think it interferes that much. What worries me more is the issue of AI—how it’s beginning to replace us advertising announcers, how some people have had their voices stolen… that, yes, worries me.
3. Have you had to modify your way of communicating to adapt to new audiences and formats?
Of course! Always. Times change, new generations have incorporated new nuances into our vocabulary, and you have to stay on your toes to reach this new audience, who demand immediacy and want everything handed to them as simply as possible. And if we talk about musical tastes, the phrase “renew or die” has never been more meaningful.
4. Over so many years of work, which radio or television anecdote stands out as the most surprising or impactful for you?
The day of the September 11 attacks in New York and the train attacks in Madrid. On both days, I was working on the radio, intensely gathering information. They were terrible days, but they also taught me a lot about this profession and about humanity.
5. Was there any mistake or unforeseen event live on air that, instead of being a setback, became a valuable lesson for you?
Well, yes… On one occasion during a live broadcast of Anda Ya, we went out of Madrid to do the show in a theater, and we had a guest artist who was supposed to join by phone. He wasn’t meant to hear what was happening in the theater outside his call, but he heard everything. I only intended to make a humorous comment about a situation he was going through, with no intention of hurting his feelings—something innocent, you know… But it didn’t sit well with him, as expected. I have apologized to him hundreds of times, because I truly appreciate him, and although he has forgiven me—or I believe so—our relationship never returned to the same. What I learned is that not everything is acceptable for the sake of the show, no matter how much people try to convince you otherwise. Respect must never be lost.
6. From your experience, what three pieces of advice would you give to any announcer or presenter who wants to build a solid and recognizable career?
First, I would say: never lose your authenticity. If you want to stand out, don’t imitate anyone; you must be unique and genuine.
Second, never lose your values or your humanity.
And third, never forget that no worthwhile achievement comes by an easy path. Be a good colleague, don’t step on anyone, learn from humility, and allow yourself to be taught.
7. What type of project would you like to tackle next that you haven’t been able to do yet?
Right now, I’m in that wonderful moment I wanted to be in: spinning amazing tracks at Kiss FM, stepping onto stages to host festivals in front of thousands of people, making a living from my voice dubbing movies and video games, and, occasionally, satisfying my TV cravings by collaborating on some shows. What more could you ask for?
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