Following his cancer diagnosis, the St. Louis community rallied around radio personality Jeff Burton, raising thousands of dollars in his honor for Kids Rock Cancer, Maryville’s innovative music therapy program.

BY JUDY R. GOODMAN

An avid outdoorsman, radio personality Jeff Burton was responsible about getting regular medical checkups.

In March 2021, he felt fine. He did not know his world was about to change. “I was hiking in the woods when I received the call about my alarming PSA test,” Burton said. “We all thought this was a false negative, but after a couple of repeated blood draws, it became apparent that something was very wrong.”

Doctors found a cancerous tumor in his prostate. Chemotherapy treatment began immediately and, by day 14, Burton started noticing hair on the shower floor.

“I realized that hair loss was real, even for a bearded, hairy guy like me,” he said. “I never had a single symptom and almost didn’t believe the diagnosis. It’s still strange to say out loud that I have cancer.”

Burton is a key member of The Rizzuto Show on 105.7 The Point, the top-rated morning show in St. Louis. Since being introduced in 2014, The Rizzuto Show has gained a huge following, won numerous awards and dominated ratings in the region.

Because Burton is such a visible person, he needed to figure out how to best address his diagnosis with the public. Being the upbeat and community-oriented person he is, Burton worked with The Point’s promotional team on creative ways to transform his diagnosis into something good. What resulted was a campaign that raised thousands of dollars for Kids Rock Cancer, Maryville’s innovative music therapy program, which brings the healing power of music therapy to children and teens whose lives are affected by cancer or blood-related illness.

When Burton began chemotherapy in April 2021, he started wearing his own hats as he began to lose hair. It occurred to him that if someone wanted to pay him to wear their business or organization hat during The Rizzuto Show, money could be raised for Kids Rock Cancer. Burton soon became known as “The Man of Many Hats.” The campaign was a huge success, with Burton wearing a different hat sponsored by an area business each week.

Another popular St. Louis brand also joined the fun. The Shack Breakfast & Lunch launched its “Flip Off Cancer” campaign with the restaurant donating $1 for every pancake flipped to Kids Rock Cancer until Burton completed his chemotherapy. The campaign featured St. Louis Blues superfan Laila Anderson, who enjoyed a stack of pancakes while “flipping off cancer.”

Burton is described by his team as humble and in great spirits all the time, even throughout this ordeal. He knows he has a platform and an audience, and he aims to use it to help others. He emphasizes that he recognizes the entire team at 105.7 The Point and all the local businesses who worked together to create this movement.

“I felt people were behind me in doing this, and it means so much to me that we’re making a difference for Kids Rock Cancer,” Burton said. “I know how kids can be cruel. I was diagnosed with Crohn’s disease at the age of 11, had to take lots of pills, wear a colostomy bag and was often hospitalized. It was a brutal time for me.”

Burton recognizes that it’s much harder for children today because of social media. If they are stuck in a hospital bed, searching Instagram and Snapchat, it appears that everyone else is having fun and they feel left out. “I just don’t want any little kid’s soul to be broken, and that’s why I think Kids Rock Cancer is amazing,” Burton said. “Everyone is committed to doing something positive for these kids, and I’m all-in to help. To see the rock stars’ faces when they get up and sing in front of their family, and folks who they don’t even know but are cheering for them, is incredibly rewarding.”

The Rizzuto Show and Kids Rock Cancer initially developed a partnership in 2017 when the radio show held its inaugural “Eat and Treat” at the Chesterfield Amphitheater, with proceeds benefiting Kids Rock Cancer. The family-friendly event featured food trucks and activities like a dunk tank and trick-or-treating. Kids Rock Cancer rock stars were invited to perform their original songs.

In 2020, when the “Eat and Treat” event was canceled because of the pandemic, The Rizzuto Show instead raised funds for Kids Rock Cancer through a monthlong virtual campaign that included hosting a livestream overnight lock-in at Bass Pro Shops.

During the pandemic, Kids Rock Cancer was nimble in pivoting to connect with patients and their families for services. Since music therapists were no longer able to meet in person in hospital rooms, Kids Rock Cancer introduced the virtual “Couch Series” on Facebook. The series featured new and pre-recorded songs and special guests, including members of The Rizzuto Show.

Another partner, The LIGHT Foundation, stepped up to provide Kids Rock Cancer with a safe, brand-new state-of-the-art recording studio. Not only was the “Couch Series” recorded in the studio, but Kids Rock Cancer music therapists also used the space to help patients outside the hospital express their feelings and produce original songs. These young people could also join the music therapists to “jam with the band” for recording sessions through yet another partnership, this time with the STL Rock School. These jam sessions created memorable and joyous experiences for patients and families.

Kids Rock Cancer also took on a national leadership role during the pandemic in reporting its ongoing research that underscores the value and benefits of music therapy for Kids Rock Cancer participants living with cancer and/or sickle cell disease. The research was presented at a national conference, featured in a medical journal and will soon be published in a book about trauma-informed practice in music therapy.

As of Fall 2021, the campaigns supporting Kids Rock Cancer in honor of Burton’s cancer battle had raised more than $70,000. And, the fundraising continues. The Rizzuto Show boasts an ever-growing group of hardcore fans who want to give back.

“We are truly fortunate to partner with The Rizzuto Show,” said Ebonee Shaw, director of development at Maryville University. “We feel indebted to Jeff and the entire radio team for their kindness and support of Kids Rock Cancer. We would not be serving so many hurting children and families without their generosity. Now, more than ever, families in our community face increasingly difficult health decisions and challenges. Children who are managing the life-changing effects of a cancer or blood-related illness diagnosis need a safe space to express themselves. We are proud to help children find their inner strength and joy through the power of music.”