944

Chris Cantore is Back … Older, Wiser, Happier and Mastering New Media
Written by: Kelly Cisek | Photography by: James Norton

What a long, strange trip it’s been for Chris Cantore. Although many San Diegans still associate his name with traditional radio, it’s been two roller-coaster years since the DJ last signed off the air of his morning show on 91X and spilled to 944 first on what went down. Now, in another exclusive interview, Cantore dishes on his new company, career and take on life.

944: Everyone knows you from your 11 years at 91X. Have the past couple of years been a rough transition from radio?
CHRIS CANTORE: Absolutely; it’s all I had done for 15 years! I learned a lot about myself and others. I also learned about what is important in life and how fragile, delicate and unpredictable it can be. I was served a ton of lessons and made a lot of mistakes, which were needed for personal growth. No doubt, I am a different person today than the day I signed off the air.

944: Your emphasis now is on interactive social media versus radio. How did you decide which direction you wanted to move in after being in one place for so long?
CC: Once I learned the true value, power and reach of interactive media, I realized how much it had in common with my radio career. The ability to generate creative, unfiltered content, communicate openly with a core audience and mobilize communities is very similar. It’s funny; the world I’m in now moves so incredibly fast, I feel like I’ve been doing it longer than radio.

944: Tell us about your social media company, Cantore Creative.
CC: We are a full-service interactive agency specializing in content development. We are now a staff of four and we operate out of the creative collective HiveHaus in East Village. Our clients include Anthology, Belly Up Tavern, Sombrero Mexican, Ono Sushi, Muttropolis and NBC San Diego.

944: What’s all this buzz we’re hearing about Sounddiego.com?
CC: Out of all the media outlets in town, I’ve been most impressed with how NBC San Diego integrated with interactive media. Their team approached us last year about developing an online platform around local music. Beyond excited and flattered, we signed on and helped with every aspect of Sounddiego.com. Personally, I’m blogging daily, shooting two video submissions per week, and have scheduled appearances on the news shows. Needless to say, I’m pretty stoked.

944: For those fans who still miss hearing your voice, any plans to get back on the air?
CC: Today, under the right circumstances, I would return to the radio, but integrating my online platforms and social networks would be critical. I’d have to be surrounded by smart, creative, like-minded people who were willing to innovate. For now, I am hosting a daily show on Legitradio.com, from 9:30 to 11 a.m. LegitRadio is a music-based online community managed by Cantore Creative. There are some amazing people affiliated with the platform, including Robin Roth, Holiday Matinee, Sezio.org and Rob Molt/Sector9. Aside from the live shows, there are some incredible people on the other end — “the legit community,” chatting and planning meet-ups all around town. It’s grassroots, organic and pretty awesome.

944: What else is on the horizon for you in the coming year?
CC: Our company just signed our first national client, and we look forward to expanding our reach and influence in the next couple of years. Additionally, we hope to add national artists to our roster. Personally, I anticipate continuing to integrate interactive media with traditional platforms well into the next decade.

Reconnect with Cantore at www.chriscantore.com.