For one local radio station, kids are the future.
In an effort to cater to a younger audience, the WMBT 90.1 FM radio station will rebrand itself today by consistently playing modern hip-hop and rhythm and blues music instead of its previous genres, which were made up of old-school soul and older R&B.
“We want to cater to the student population, and honestly, the student population isn’t listening to the ‘60s classic hits,” said Christina Johnson, the station’s operations manager.
The station will still play classic soul music occasionally — Sundays after 6 p.m. and Mondays through Fridays between 10 p.m. and midnight. But besides that, the music will consist of current hits, as well as some classic ‘90s R&B, which came out around the time many college kids were born.
At the end of December, WMBT 90.1 hired a new music director, as well as a new, ambitious program director, Akeem Thompson, who said he wants to propel the station to a premiere level among other stations.
“My goal is to make the station number one and make it a competitive station,” Thompson said.
Johnson said she will entrust the new hires to bring more listeners to the station.
“At this moment, we don’t have that impact,” she said. “We’re not making an impression on our listeners, and that’s what we want.”
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