Maybe when he agreed to switch from a liberal Texas talk-show host to a conservative Central Florida mouthpiece.
Or maybe it was, as a former girlfriend and ex-wife suggest, when he started drinking too much.
Regardless, the man Real Radio listeners adore as a gun-touting, bikes-and-babes-loving radio personality is now living through a dark turn. Ratings have taken a back seat to freedom.
Burke, 43, sits behind bars in the Seminole County Jail, held without bail, accused of aggravated battery with a deadly weapon and animal cruelty in an April 30 shooting that injured his wife and her dog.
That arrest alerted Orange County officials, who charged him with violating probation on an earlier alcohol-related reckless-driving charge. He's scheduled for arraignments in Seminole County on June 2 and June 9 and has a hearing June 15 on the violation-of-probation charge in Orange County.
He also will have a bond hearing Wednesday morning in Seminole County.
"The Shannon you see now isn't the guy I would laugh and talk with. The man became Michael Vick and Robert Blake all rolled into one tragic event," said Jeff Duncan, better known as Doc of the "Doc and Grace Show" on K92 FM.
Duncan and Burke are friends and former co-workers. They worked in the same Maitland office complex for different Clear Channel Communications stations, and Duncan had a front-row seat when Burke's career took off.
Came from TexasBurke was a free-wheeling, left-wing talk-show host in Austin, Texas, when Clear Channel brought him to Orlando in 2001. Three years later, after Burke cultivated a local following as a staunchly conservative — though not highly rated — host on 540 AM, the company promoted him. Burke moved down the hall to Real Radio 104.1 FM, a popular blue-collar show that did well in the ratings.
Duncan said Clear Channel encouraged Burke to develop a "bad guy" image.
And Burke dove into the role, adding tattoos to his body and riding his motorcycle around town.
That move, ultimately, carried long-term consequences, Duncan said.
"They [managers at Clear Channel] enabled it by making excuses, and sending him to bar gigs, knowing he would drink, even if he knew he shouldn't have," Duncan said.
At Real Radio they fancy themselves as "tough guy, stepping-over-the-line, outlaw radio hosts," he said. "It was part of the image of the station, and he morphed in very well."
Local Clear Channel programming director Chris Kampmeier declined comment. Clear Channel also would not permit any of Real Radio's personalities to talk about Burke.
Burke's lawyer, Mark O'Mara, did not return a call for comment.