Emmis Smooth Jazz WQCD (CD 101.9)/New York has flipped to Rock, as "The New York Rock Experience." Described as "an innovative new adult rock format," it promises "a respectful and intelligent mix of new music, Classic Rock and Alternative" as 101.9 RXP. The new Rock station has launched a brand new Web site as well at www.1019rxp.com.
"On-air personalities will play a direct part in choosing the music," announced 101.9 RXP Program Director Blake Lawrence. "It's unheard of in radio these days, but 101.9 RXP is about the music and not so much the music business - we're merging rock styles and generations into a singular community that we call The New York Rock Experience."
"Having grown up on the great NY rock radio of the past, I'm absolutely thrilled that Emmis has identified an unserved audience that now has a great new 3 dimensional rock brand!" said Emmis VP of Programming Jimmy Steal. "This brand builds, and expands upon, NY's great rock radio legacy - RXP is a rock station that truly represents a rock culture, for rock music lovers.....and is not just another rock format."
The first song to air on 101.9 RXP was "Rock and Roll" by The Velvet Underground, followed by the world premiere of R.E.M.'s "Supernatural Superserious. " For a look at the first hour of songs, click here.
"We're the first station in the world to premier the new R.E.M. song 'Supernatural Superserious,' and the only station that truly embodies the New York spirit of Lou Reed and the Velvet Underground classic 'Rock and Roll.'" said Director of Marketing Brian D'Aurelio. "Both songs are a fitting representation of this unique new adult rock brand."
The station, which is located in the West Village, will include another feature unique to New York radio with the regular inclusion of local rock artists, such as Hold Steady, White Rabbits, Santogold, The National, and Nada Surf. All will be part of the initial playlist, and the type of local talent that the station will support moving forward. "Some of the world's greatest rock artists got their start playing by the fountain in Washington Square Park just steps away from our studios," said new on-air personality and Music Director Bryan Schock. "That communal rock spirit is what we mean by the New York Rock Experience, and it is the spirit with which 101.9 RXP will be playing and launching new local artists." Schock will also be heard weekdays in the afternoon drive shift.
"The Emmis trombo is now even more diversified benefiting advertisers with an array of reach in gender, geography, ethnicity, demography, psychographics of lifestyle, values and attitude orientation through three distinctly different products," said Director of Sales, Emmis NY Alexandra Cameron. "WRXP-FM will bring an adult audience focused on A18-49 and competitive in the A25-54 arena with greater suburban, non-ethnic composition. The spectrum of multicultural young adults with HOT 97, Non ethnic suburban adults with WRXP and African American professionals largely in the 5 boroughs is a strong combination reflective of New York's individuality and culturally diverse consumer segments."
Smooth Jazz CD 101.9 will continue to exists on 101.9 HD-2 in New York. Emmis Communications New York commissioned multiple research projects from Paragon Media Strategies prior to the launch of WRXP. Programming consultants included Mike Henry of Paragon Media Strategies and John Bradley and Dave Rahn of SBR Creative Media.