10 Questions with ... Trey The Choklit Jok

BRIEF CAREER SYNOPSIS:

started as high school sports reporter for WGCI in high school then was hired as associate producer for the morning show on WGCI, did Saturday and Sunday nights on WGCI was then hired to startup crosstown rival WPWX as night host for 4 years before being promoted to mornings for 5 years and middays for a year.

1) Who has had an impact on you career?

Doug banks, growing up listening to Banks and Company on WGCI basically put in my mind at a very young age that I wanted to do radio.

Rick Party, I called him when he did nights on WGCI in 1996 as a junior in high school. I had been suspended (won't go into why) and he invited me to come on his show. He was courteous enough to let me introduce a song on his top 9 at 9 countdown "I walked the post" to Montell Jordan's "I Like" and history was made. He liked it and ended up letting me host the rest of the countdown that night, that eventually led to him inviting me to come on his radio show a few more times that summer to host his top 9 countdown solo as a 16-year-old on WGCI.

Elroy Smith put me on the radio and hired me to be on GCI when I was just 17 as a senior in high school, I had a segment called "The High School Hype with the Choklit Jok" where I announced high school sports. I got paid $25 a report which came out to $100a month. I was ballin. He also gave me the opportunity to host solo overnight shows on WGCI. His aircheck sessions and critiques and how he ran GCI is still knowledge I implement every day and pass on to others.

Jay Alan flat out believed in me. He brought me over from WGCI as a co-host on the first ever night show on WPWX and he saw my talent, eventually put me on solo nights for 2 years before promoting me to mornings, when I was 25, a position I held for 5 years.

Armando Rivera, my current "coach." This guy's vast knowledge of radio, ratings, execution and the urban formats is incomparable. Very lucky to have him in my corner.

2) Did you purposely choose radio?

Yes, this is what I am supposed to be doing by far. This is all I've ever wanted to do since I was 8 listening to Backs and company even the 4-year absence I had out of radio I was still in it teaching it and running a radio Internet network.

3) Has becoming a Program Director affected your life?

Hit me dead in the face like BAM, I'm here. Went from never programming a station to programming two! The word multitasking and time management define my life. I am built for this though, so every challenge is welcomed.

4) What's the best advice you've ever heard?

Before Ron Magers retired who was a number one TV news anchor in Chicago, he did an interview with a newspaper and was asked "Does he pay attention to the competition. He said, "no I don't". "I like to focus on doing me, being the best, I can be on air". That stuck with me. Now as a programmer I clearly have to check out the competition from time to time, but I adapt that thinking. Unless it's affecting what, I am doing, I focus on our game plan, instead of what others are doing, and it's worked for me.

5) What would be your ideal radio station?

Great question, for starters, have live air talent on every daypart (my middays and late nights are voice tracked), A local morning show, Billboards TV digital ads everywhere to constantly promote my brands. Have countless amount of shows, man I can go on, but I'll stop there.

6) How do you deal with adversity?

Knowing I have the power to diffuse or elevate the issue takes a lot of conflict out of my life. And age has matured me lol, so I've learned to try to pick my own battles. I let my work speak for itself and continue the thinking of what you do comes back on you. Sometimes it's ok to let people "win."

7) Why do you think there are so few local morning shows?

I don't necessarily agree with this thinking but it's cheaper. If I can have a big star in mornings with a name and entertaining show, that can increase revenue with ratings. And if that show has a good record of winning in other markets, why take a chance on growing and developing a morning show? It takes time and patience to develop a morning show and some companies need to win now. So why pay a local morning team if the syndicated show I have on is delivering

8) Do you have a favorite moment that stands out among others?

Doug Banks hosted mornings on WPWX Chicago, and I did nights in 2004, I had a live broadcast at Dave and Busters downtown Chicago the guy I idolized growing up was on the radio with me for an hour. Doug was and amazing personality.

9) Can radio stay relevant in the coming years?

I think as long as radio and social media/internet continue to be partners with each other it will keep your brand/ and radio relevant. Having station podcasts, and on demand content on your website or app is key.

10) Any advantages to being on the air daily and being the boss?

Absolutely not, I think you must focus on one thing to give it the full effort. A lot of times I voice track my show-- so I handle other things. Not saying I don't put any creativity and effort in my show, but I remember when I did nights and mornings and only having to worry about an airshift. My creativity centered around making those 4 hours golden. Now it's a combination of other things-- running 2 stations including an airshift and that makes it challenging at times.