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10 Questions with ... Christopher “Sweet Lenny” Barber
October 5, 2021
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BRIEF CAREER SYNOPSIS:
I’m currently employed by Townsquare Media as Director of Content in Rockford, Illinois. I’m also the Brand Manager and Afternoon host at CHR WZOK (97ZOK) 97.5 FM and WXXQ (Q98.5) 98.5 FM.
1. How would you describe your first radio gig?
My first radio gig was at 97ZOK. I started in 1999 playing Casey Kasem on Sunday. I was allowed to do weather reports. Very exciting. I was so young when I started and had other “interests” but nothing prevented me from missing my chance to run the show and crack the mic. I also interned for Steve Shannon and Stefani Troye at 97ZOK. I remember everything being so big and overwhelming at first, but getting to work with two radio pros like Steve and Stef I soon settled in.
2. What led you to a career in radio and where did the Sweet Lenny moniker come from?
It started very young for me. It was something I always knew I wanted to do. I remember the summer I was getting ready to enter high school being asked by my Great Grandmother what I wanted to do when I grow up and telling her that I wanted to “Be a DJ.” She told me to think of something else because that’s going be very hard to accomplish. To this day, I’ve used that as a reminder to never let anyone tell me what I can and cannot do.
The name? Oh, that’ll have to remain a secret. When you get Steve Shannon for the 10 Questions, be sure to ask him.
3. This is your 2nd tour of duty at WZOK, where you excited to get back?
Absolutely. When I left Rockford for Kansas City in 2006, I went with the purpose of growing as a talent and person. My wife, newborn son, and I were living in a town where we had no family or friends. That forced me to grow up and also gave me the chance to focus on the craft without any background noise. While I was there, I worked with some wonderful people who taught me some invaluable skills and helped me find my authentic voice. Coming back to Rockford though, was a dream come true. I left because I felt I needed to become more well-rounded and diverse with my experience level. However, I always had the intention of coming back someday. In early 2009, things fell into place and I was given the opportunity to manage at 97ZOK and I’ve been here ever since.
4. You still crack the mic every day on your afternoon show? What is it about walking into the studio every day that still rocks your world?
No matter how much I have to do that day, I still make time to devote towards putting together a fun radio show. I love it. That's why I got into this business. But being on the radio, there’s just a feeling of being a part of something “bigger” than me. I love the thought that I am talking to people one-on-one, hopefully making their day that much better and their drive home that much enjoyable. The connection to the audience and the city as a whole can’t be matched in really any other medium. Coupled with Townsquare’s digital strategies, not only can I reach the listener via the radio but I also speak with them online.
5. Who would be a dream guest that you’d like to plug in across from you in the studio and why?
Quentin Tarantino. He’s got a lot of love for radio. You can tell how he implements it in just about every one of his modern-ish films. I’ve also listened to and watched plenty of his interviews, the guy has a perspective that is completely unrivaled. I have so many questions I’d ask if I had the chance.
6. How does 20+ year station morning show staple Steve Shannon set the table for the rest of the broadcast day?
Steve bats lead off and hits clean up. Because of that we funnel everything through Steve and his show. Big promo? It’s Steve. Contest? It’s run through his show. We lean on Steve Shannon to carry the station. When you have someone who has had as much success as Steve Shannon it would be foolish to do otherwise.
7. “Local local local” has always been radio’s mantra. Has your station been able to stay visible and involved in the community? Are you getting back out there these days?
Certainly. It has been more difficult with the pandemic, but we’ve been doing our best to get out as much as possible. However difficult it has been for us to see our listeners; we have grown our audience digitally in the past 18 months staying front and center in the community. While other radio stations have struggled to stay visible our talented team of radio professionals has managed to do so while being socially distant. Getting out though, for most radio folks, it’s our bread and butter. Meeting listeners face to face remains a great way to grow your brand, or at least remain top of mind. You can have a killer radio show but letting people put a face to the name is the easiest way to be remembered, and that’s what we’re all going for, isn’t it?
8. What was the Song of The Summer for the station?
You can’t really talk about music in 2021 without the mention of Olivia Rodrigo, right? “good 4 u” has to be considered along with The Kid LAROI and Justin Bieber’s “Stay.”
9. What were your favorite stations growing up as a kid? Jock(s)?
As a kid, Jonathan Brandmeier at the Loop and at B96 in Chicago, Eddie and JoBo then George McFly at night. So good! In my teens anyone at Q101. Bobby Skafish was who I wanted to be when I grew up.
10. Who were your mentors? Who would you say has influenced your career the most?
To get anywhere in radio you need people who will show you the way. There’s so many to list but here goes: Steve Shannon, Stefani Troye, David Jay, Joe Limardi, Dave Johnson, Tom Lazar, Jan Jeffries, Becky Riojas, Maurice DeVoe, Kurt Johnson, Cat Collins, and Doug Montgomery. Looking back, I’ve been blessed to work with so many talented people.
Bonus Questions
If you had an unlimited budget to pull together a station show, which 3-5 artists would you want on the bill?
My own show I would have Foo Fighters, The Cure, and The Killers. For CHR, I would have Taylor Swift, Lady Gaga, and Ariana Grande. Can you imagine how great that show would be?
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