Desert Valley Media Group’s Power 98.3 (KKFR) in Phoenix has followed through on its promise of a new sound for the station with a Monday transition to an R&B and Classic Hip-Hop format. The shift also includes a new logo as part of a revamped visual identity.
The introduction of more R&B is designed to complement the classic hip hop tracks that have historically resonated with KKFR’s listeners, ensuring the station retains its core identity while expanding its appeal.
With the change, The Dana Cortez Show has separated from the station. DVMG CEO Jeff Trumper announced the departure in a staff memo. Cortez will now concentrate solely on her syndicated show.
KKFR Brand Manager Jonathan Steele said, “The reimagined POWER is changing that narrative. ALL of your favorite HIP-HOP that you heard POWER play first is back PLUS with more R&B music that isn’t being heard in the market. This is the most exciting radio station in the Valley! Big thank you to Jeff Trumper and our secret weapon team for believing in my vision and letting me cook!”
Desert Valley Media Group President and CEO Jeff Trumper commented, “We believe that evolving the POWER brand requires a degree of re-imaging to better accommodate an aging POWER audience by adding new elements of hip hop and R&B to the mix.”
I’m glad my previous comment was deleted because I like exactly what the station has evolved to as of now (the time of this post). I didn’t want my original comment to sound like it was referring to the CURRENT Power 98.3 format.
However, I was correct to originally say that the type of format it initially had when it first changed would not last long. I am also glad that Hot 97.5 / 103.9 also evolved back to being closer to the original sound they had before Hot and Power made some changes.
Hopefully this current dayparted Power 98.3 format will work even despite the limited signal strength and things aren’t changed again. Real hip hop fans that are a very young age might not necessarily like it, but for those of us who enjoy the rhythmic “party station” vibe and grew up with that style or are simply interested in a feel good urban leaned vibe, it is perfect. It would be great if there was a way to somehow boost signal strength or change frequencies.
I will miss the Dana Cortez Show very much. But, a current R&B station is very much needed.
1, This is not a “current R&B” format, so a current R&B station the way you’re imagining still doesn’t exist in Phoenix.
2, Enjoy this silliness that’s going on while it lasts. While the new format isn’t necessarily bad, per se, the whole idea and the way it is being done is a disaster, and I doubt it will continue as it currently is for the long term, especially on that 98.3 signal. However, things were already going a bit disastrous ever since the previous PD / MD was there and it did seem like some improvements were beginning to be made about a year ago, although, the previous PD / MD at least never did anything like what has happened now. I see changes coming down the road in the near or relatively near future, or this leading to the end of Power as we know it (unless the signal somehow gets boosted creating a possibility that this might work a bit longer).
But, then again, 104.7 Kiss FM has been able to survive this long with its poor programming as a CHR, so who knows? lol
Hot 97.5 / 103.9 has been messed up as well, but they were never a reliable source for consistency. They will always eventually disappoint you no matter how good things seem to be getting every time they change. But, then again, take them away and you’re stuck with Mix 96.9 (although, that station is somehow doing well in ratings).
The least Power can do is bring back some mix shows and get creative with them since they are still leaning on the rhythmic direction, and hopefully it could happen for Memorial Day Weekend, but I will not get my hopes up with the direction things have been going for Phoenix radio in general.
Well, it isn’t like the loss of current rap/hip hop is ruining my life. But there is definitely a hole for that right now, and it wasn’t like anyone else were playing a lot of the songs Power did play before this new sound idea of sharing a bunch of old school classics that other stations in town are already covering with a few “random” very mainstream high charting R&B currents thrown in with some recurrents.
Thought this was removed. Well I’m glad Power 98.3 evolved from what it initially changed to and became what it is now. The CURRENT sound is great, and hopefully they will continue to build upon the current style of rhythmic format they have now.