Owner and man behind the mask at Pure Rock Radio, Rich Embury has a long history in radio. Beginning in the 1980's with his high school show on MRCR (Mount Royal Community Radio), where he broke the mold and long restriction against playing heavy metal on the air there. Fast forward to the mid-1990's with the weekly CFCR 90.5FM show, focusing on local music. Then to creating his own internet radio station (originally Radio306.com), at a time when it was much more difficult and super rare, plus years before terrestrial FM and satellite stations put their feeds online. Rich was a board member of S.O.M.A. (Saskatchewan Original Music Assoc.) and broadcast coordinator, which is where his love for supporting independent, local and struggling bands took hold. The roots of Pure Rock Radio celebrate indie bands, mixed with better known, major label artists. His current radio show Rich Embury's R3TROGRAD3 continues the tradition.