After 36 years in radio, Chris Payne has seen just about everything the industry can throw at him. Somehow, he’s managed to keep spinning plates while keeping his passion alive.
Payne’s career began as a part-time board-op for a Top 40 show. It quickly evolved into overnights at a local Rock station. “That led to overnights with one of the rock stations in town,” he recalls. “Then I joined Z-Rock, a new Rock station at the time, and stayed there for five and a half years.”
From there, Payne’s career path took him across Reno and Sacramento, spending time at KRZQ, KDOT, and KRAT, often helping stations launch or relaunch along the way. “I moved back to Reno in 2004 to help a station get off the ground,” he says. “Fast forward through that and two more stints with KRZQ and a year and a half with KRAT, I was invited back to Lotus in June 2022. The following March, I was offered the PD gig. ‘Jane, stop the crazy thing!’” he laughs.
Today, as Program Director and Afternoon Host at Rock 104.5 KDOT Reno, and PD of KOZZ, Payne oversees a station built on authenticity, connection, and community, values that reflect both his leadership style and the character of the market.
“Reno is unlike other markets,” Payne says. “Our community is so tight that you’ll run into your favorite broadcast personalities at just about any event in town, no matter what’s happening. We’re unique in that we do our best to play nice in the sandbox with one another despite working for competing companies.”
That spirit of collaboration extends to how KDOT positions itself locally. “Rock 104.5 is very lifestyle driven. We want to be the soundtrack for whatever you’re doing — from car wash fundraisers to raising awareness for suicide prevention. If there’s a topic to tackle, we’re going to go all in.
For Payne, great programming always comes back to personality, something he feels radio needs to reinvest in. “Harvesting personalities is a big thing in my book,” he says. “When I wasn’t on the radio, I was always listening to see which stations had the most personality between their on-air talent and imaging.”
That philosophy led him to bring “The Dave & Mahoney Show” to Reno, a move he’d been waiting years to make. “I’ve been a fan of theirs for over a decade,” Payne says. “I followed their antics through social media and had a fellow programmer, Ross Mahoney, speak nothing but the gospel about them. The timing of finally getting them on in Reno couldn’t have been more ideal. The show they replaced had been with the station for almost 30 years, so it’s a transition, but I really hope our audience gives them the chance they deserve.”
As both PD and Afternoon Host, Payne’s days are packed, “VERY carefully,” he laughs. “I spin a lot of plates. Radio may be the main thing in my life, but I’m also an emcee for four local teams, a social media manager for several businesses, and a DJ for weddings, private events, and nonprofit fundraisers. When I’m not doing any of that, I’m usually traveling to Seattle, Chicago, or Buffalo.”
Even with all that, Payne still makes time to connect with his audience. “I want our listeners to know they have a voice with us. We don’t just give them carte blanche, but we make sure they know if we’re playing something they like or dislike, they can keep us in the loop.”
When prioritizing staying relevant and engaging, Payne is honest about the challenges stations face in building strong digital engagement. “Social media is our Achilles heel at the moment,” he admits. “It would be great to have an extra body in the building to help get more content out there and connect with the audience.”
Still, he believes engagement starts with being genuine. “If we want to attract the younger generation, we need to focus on personality. You have to be authentic while not allowing your ego to get in the way. The more we connect with the community, the more people want to engage with us.”
Payne’s focus heading into Q4 is on keeping things fun and local. “We’re currently running a promotion during the Dave & Mahoney show where listeners are waiting for a cue to be the 12th caller to win a daily giveaway of $104.50,” he says. “We’ll wrap up the quarter with lifestyle-driven events that keep us connected to our audience.”
That commitment to connection — both on-air and off — is what keeps Payne motivated. “Radio’s been a crazy ride,” he says with a grin. “But it’s still the best job in the world.”
Follow Chris Payne on FB – www.facebook.com/KDOTRENO, IG – @Rock104dot5, Twitter/X – @Rock_1045.
Charese Fruge’ is an award-winning Content, Broadcast, and Marketing executive with over 20 years of experience in markets like Los Angeles, San Francisco, Houston, San Diego, and Las Vegas. As the owner of MC Media, she works with radio brands and individual talent, especially young women, helping them grow their brands and negotiate on their own behalf. She is also a Voice Actor and Voice Over Talent as well as a Freelance Writer for International Broadcast Outlets. Find her at @MCMediaOnline or www.mcmediaonline.com.
