10 Questions with ... Shadow White

1. What was your first job in radio and early influences?

Let me tell you the story of HOW I got my first gig. I was attending Madison Media Institute (now defunct. I think they defrauded students or something), and the Program Director for WJJO, Glen Gardener, was one of the teachers. At the beginning of the school year, he told our class that we were not to ask for a job at JJO (because everyone in that class wanted to work there). I was young and didn’t do too well with “rules,” so I asked him for a job. He said, “well, I told you guys not to ask for a job, but at JJO, we don’t follow the rules, so come on in and interview.” I was so nervous when I interviewed with Blake Patton (heck, I had been listening to him for years). The first thing he asked me was, “So, your real name is Shadow, huh? I suppose you’re going to keep that for on-air.” I started in May 2002, and it was the most glorious time of my life! Everyone who worked there was my influence. I sponged up everything I could. In early 2004 I received word that Mid-West Family was launching an alternative station in Springfield, MO. I was asked to apply for nights, and the rest is history…..

2. How long have you been at KQRA (Q 102.1) off and on over the years, and what makes this station so unique? 

I’ve been at KQRA (on and off) since May 2004. Q102 is hyper-local. While I wouldn’t call this unique, it is a lost art with some bigger clusters. We try to serve our community, and I plan to extrapolate that vision into something more defined based on our demographics. Everything we do, we do for Springfield, MO!

3. You left the station as PD back in 2017 to go back to college, and now you’re back at the station. Can you walk us through your journey since you left in 2017?

I had a quick midlife crisis that I had to take care of and gave up the PD reigns in August of 2017 (stayed on part-time while in school). I had been in radio since I was 22. I wanted to challenge myself and to see what was out there. But everything I did kept coming back to marketing (which I love). I came back full-time as the Events & Marketing Manager (while still doing middays on Q AND attending school) in January 2019. In March 2020, COVID hit our stations hard, and you can guess what happened next. After my extended vacation, I took a gig as the Marketing Director for Chick-fil-A in Fayetteville, AR (which I still do remotely). That job taught me more about leadership and team dynamics than I ever expected. I have a very special place in my heart for the local owner/operator team down there, and I will still say “My pleasure” when you say “Thank You.”

4. How does it feel to be back in action, and what are your primary duties now?

I’m still trying to figure that out! Currently, I am taking on the day-to-day operations of KQRA and focusing on the things programming-wise that may have been on the back burner due to Scott being a one-person army (and now the Operations Manager). I am also helping the other three stations with their events, but COVID has put a damper on that.

5. Besides your APD duties, you’re back on middays at Q 102.1. Do you do any special features during your midday show?

I started the 90’s Lunch Box in 2013, and luckily it’s still here!! I do plan on adding some extra stuff but haven’t gotten that far yet. I will say, though, that I am LIVE 90% of the time. The studio is my quiet place that I can turn up loud.

6. I know you’re just getting back to speed as APD for KQRA, but when you were away from radio for a time, I’m sure you had a different perspective about hearing new music playing on Rock Radio. Do you care to share that with us?

Being a former Program Director and listening to local rock radio is interesting. You hear EVERYTHING, and I don’t think you’ll ever listen to radio the same again. I remember listening to a local Fayetteville station and hearing an outdated weather report and just screaming at the radio. I got mad at DJs if I didn’t hear anything local in an hour’s span (I call this type of DJ’ing ‘That was, This is’). I want to point out that none of that happened on the station I’m about to mention. When it comes to new music, I had an alternative station I listened to, 104.9 The X, out of Fayetteville. They are local and have a good blend of active and alt, but they don’t get too heavy. Lots of changes happened in the year I listened to them. They brought The Roach Motel back (Hi, Jason), and I met Brandon Lee, who does mornings at the X. His show focuses on community, and I love it. Oddly enough, though, I just listened to what they were feeding me when it came to new music. I will say I have a LOT more alt on my personal playlist now.

7. Now that you’re back and listening to the new current Rock again, what’s your take on current Active Rock music and the Active Rock format overall?

I hate to say it, but I had to acclimate myself with many new artists who are in rotation on KQRA! I was on the air and was like, “What the hell does WVH mean in this Mammoth song?” I’ll be honest. I don’t think Active Rock has changed much in the past decade or so. Back in the early to mid-2000’s the alternative and active rock playlists were the same. Now alt shares more with pop giving Active Rock its own identity. Of course, you have your heavy hitters, your up and comers, and hopefuls. The format itself is going to be dependent on the people who consume it. Let’s face it. The Active Rock demo is aging up, and I’m not sure if you’ve spoken to anyone under the age of 21 lately (I worked with them at Chick-fil-A), but they are not actively seeking out our music. Of course, this is just my observation. We still have massive festivals that do well, and rock fans come out in droves to shows in their cities. I also think Active Rock has something that others don’t. Passion. Active Rock may be a small group, but it’s a passionate group that helps one another, takes part in causes, and has a damn good time doing it.

8. Do you have three favorite artists or songs you like since you’ve been back and why? 

Ok, so I’ve discovered some new tracks but NOT on my station! I was listening to WJJO’s app and heard the track “Ghost” by Relent. Then I listened to 104.9 The X and heard the new Palaye Royale “No Love in LA,” so both got added to my personal playlist. We started playing The Hu just as I left, but since then, more stuff has been added that’s like new to me.

9. I’ve asked this question before, but it bears asking again. Is Shadow your real name, or is there an interesting story behind that name?

Shadow is my REAL name. And since my last name is now WHITE, I’m a death metal band.

10. Finally…what do you like to do for fun and relaxation when you’re NOT in “radio” mode?

I’m a mom. What is this relaxation you speak of? I think they do award me one day a year though, so that’s kind of cool. It’s called Mother’s Day or something like that. We bought a camper at the end of 2019 (good timing), so we like to take that out at least once a month. The great thing about a camper is that you don’t have to go far to feel like you’re getting out of town. And it has a bathroom in it. I believe, when you have a toilet, they call that “Glamping.” Every three months, we have our “Girls Weekend.” It’s been the same group of girls for the past five years or so. It’s like Fight Club though, so we don’t talk about it.