Radio conglomerate Entercom flipped its FM sports station The Fan to a hip-hop/R&B format Monday afternoon, branding the new station Hot 105.7.
The Fan sports-talk format will continue on sister station WSSP-AM (1250), which will pick up The Fan branding.
Hot 105.7’s call letters are WXSS-HD2; the station is broadcasting on what had been the FM translator signal for WSSP.
“As part of our commitment to amplifying diverse voices in our content and talent lineup, the new Hot 105.7 will engage fans with today’s hottest music, relevant entertainment and a focus on issues important to African Americans and the multicultural community in Milwaukee,” Andrea Hanson, market manager for Entercom Milwaukee, said in a statement.
In addition to WXSS-HD2 and WSSP, Entercom owns Top 40 station WXSS-FM (103.7) and adult-contemporary WMYX-FM (99.1) in Milwaukee.
In the first hour of the format change, Hot 105.7’s playlist included songs by Cardi B, Gunna featuring Young Thug, Lil Baby and Young Dolph featuring Megan Thee Stallion. Radio stations playing a similar hip-hop/R&B format in Milwaukee include WNOV-AM (860) and WKKV-FM (100.7).
The launch of Hot 105.7 marks the second time in Milwaukee in a week that an AM station’s FM translator has been turned into a new radio station. On Tuesday, Good Karma Brands announced it planned to launch “The Truth,” a news-talk station aimed at Milwaukee’s Black community, at 101.7 FM before the end of 2020. The signal had been the FM home of WRRD-AM (1510).
Contact Chris Foran at firstname.lastname@example.org. Follow him on Twitter at @cforan12.
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