What do a San Diego hockey announcer and a Milwaukee DJ have in common? More than anyone might expect.

In The Small-Market Soundtrack, host Callan McClurg tells the remarkable story of a friendship forged across hundreds of miles and social media posts, beginning with a three-word hashtag: #DareToBe. That simple phrase sparked a connection between two professionals on opposite coasts, both navigating the unique challenges of sports in-game entertainment. From the very first moment Callan tuned into Shawna Nicols’ late-night mix shows on a Milwaukee radio station, to their earliest interactions online, the bond that grew was one built on rhythm, resilience, and an unwavering refusal to quit.

The episode traces their journey step by step. Callan recounts how he managed to sneak Shawna’s debut single into the music library at an Indoor Soccer game he was announcing—an early signal that their worlds were destined to intersect. As the story progresses, listeners hear how the two maintained their parallel paths in sports and music: Callan announcing games across San Diego, Shawna crafting live soundscapes for fans and maintaining energy in Milwaukee, and eventually, how both adapted when COVID-19 paused the sports world. During the pandemic, Callan was calling games in Irvine, California, while Shawna worked tirelessly to recreate the energy of NBA playoff game in the Orlando COVID bubble. Their parallel struggles showcased not just talent, but tenacity, creativity under pressure, and the grit required to thrive in small markets.

The narrative also highlights the human side of the story: the late nights, the missed sleep, and the constant push to make each moment resonate with fans. Both Callan and Shawna faced setbacks that could have derailed lesser individuals, yet they turned those challenges into opportunities for growth and impact. In 2021, their dedication culminated in championship rings, as Callan and the San Diego Sockers won the Major Arena Soccer League's Ron Newman Cup for the 15th title in the franchise's illustrious history, while Shawna and the Milwaukee Bucks won their first NBA championship in 50 years. and the satisfaction of knowing their work had meaning beyond the spotlight.

Through it all, the episode illustrates how the personal and professional intertwine. It’s about music behind the moments, energy behind the arenas, and a friendship that sustained two ambitious individuals as they built careers in the trenches of small-market sports. This is a story of persistence, adaptation, and shared triumph—a testament to what can happen when two people from Milwaukee and San Diego refuse to let geography or circumstance define their path.

The Small-Market Soundtrack celebrates the beat that drives ambition, the rhythm of perseverance, and the truth that even in smaller markets, great stories—and great friendships—can be made.

⚠️ Note on Partnerships: This podcast was previously sponsored by Playback TV and powered by the Novig Sports Prediction Market. Please be advised that the partnership with Novig has expired due to the company ceasing operations in California and New York, and Playback TV ceased operations on December 12, 2025.

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