The Velvet Hammer: Mary Lucia is as Unapologetic as Ever
For the past three decades, the sound of Mary Lucia’s voice has carried a power all its own – one forged not by fame, but by authenticity, taste, and an unwavering point of view. Known to listeners as “Looch,” Lucia has been a defining presence on Minnesota radio, guiding audiences through emerging sounds and shaping how audiences discover and connect with local music.
After starting at the REV 105 station, which was only on air for a few years, Lucia hosted Popular Creeps, a radio show about local music that won two Minnesota Music Awards. In 2005, she would become one of the inaugural DJs at The Current, launching her 17-year run on air with the station. Today, she is the Program Advisor for Radio K, a University of Minnesota student-led station.
She’s had a full career, but still says her first job was one of her favorites.
“My first radio job may have been my best. REV 105 was a brand-new station at the beginnings of alternative radio, whatever that is,” Lucia tells Minnesota Music Archive. “We were located in the Kickernick Building in Downtown Minneapolis. Prince’s [Glam Slam] nightclub was attached to the building. I had a bartender pal who would alert me when Prince was in the club, which usually meant he would perform. Seeing him perform in Erotic City, the small room with beds was thrilling.”
Lucia is known for her edgy and carefree energy, both on air and off. “Throughout my career in radio and writing, I’ve tried to cut through the noise. I’ve been called The Velvet Hammer [and] a Well-Respected Radio Malcontent,” she recalls.
Listeners are drawn to Lucia because of her unapologetic nature. She brings the same energy to radio as she does to everyday life, making her a relatable and authentic voice that listeners tune in for. Her signature approach seeps into her music curation for on-air playlists.
“I don’t believe in guilty pleasures. I love what I love. I love good music. Old, new, corny, weird. I assume the listeners do as well. I’d rather super serve a smaller audience than try and appeal to everyone,” she voices.
In November 2025, Lucia released a memoir through University of Minnesota Press titled What Doesn’t Kill Me Makes Me Weirder and Harder to Relate To. In her book – which she describes as a “fun-sized grenade” – she recounts being stalked and harassed by an unstable individual who repeatedly sent her unsolicited packages and showed up at her work and home residences.
“Being stalked and terrorized for years while trying to navigate life and a public career with overwhelming trauma was extremely isolating for me. I was never able to speak about it, given the pending legal nature of it all,” she explains. “Creativity is power. My book is a way to regain a little bit of power that I had essentially handed over to a complete stranger.”
Women in TV and radio are more likely to experience stalking and harassment. Psychologists say that the intimate nature of hearing someone regularly can lead to parasocial relationships, or one-sided bonds, being formed by listeners. A 2021 study found that 73% of women in journalism have experienced online violence or harassment in their careers. A later study in 2025 found that of women journalists who experienced online harassment, 42% linked it to offline abuse, harassment, or assault – more than double the percentage in 2020.
Although she says attending live shows took a hit for her during this time, throughout the traumatic ordeal and in the aftermath, music remained a source of consistency. “Music is a daily part of life [and] nothing can change that. I wake up every day and think of The Rolling Stones, it’s in the DNA.”
In addition to potential public threats, women are also less likely to be promoted in radio and occupy decision-making positions, something Lucia has spoken out about many times.
“In my 30 years in media, the number of women in power was and remains small. You can fight the good fight on a daily [basis], leading by example. But changing the corporate infrastructure. That is soul-sucking.”
In 2025, a little over 22% of radio stations had women in general management roles. Growth is happening, but it is slow. The number has increased by less than 8 percentage points in 22 years.
Despite the challenges of being a woman on air, it’s what Lucia loves. Today, she is a mentor to college students exploring the world of radio. “I work with young people, figuring out who they are. It’s nice to see that not much has changed in the way music defines who you will become.”
Lucia will be DJing at the Minnesota Music Archive Launch Party on April 2. When asked about what the Archive will mean for local artists, she succinctly stated, “To borrow a line from Horton Hears a Who: WE ARE HERE! WE ARE HERE! WE ARE HERE!”
The MMA Launch Party is nearly sold out. Limited tickets are available HERE.
