LIHU‘E — Two of Kaua‘i’s FM radio stations have been revamped to target a younger audience and larger market. Hawaiian 107.9 has become 107.9 The X, an active rock station, and Sunny 101.3 has shifted to newer classics.
Station 107.9 had been playing traditional Hawaiian music up until January 2023, but Lee Weiman, general manager of H. Hawai‘i Media Kaua‘i, said the channel wasn’t getting enough support. H. Hawai‘i Media owns five FM stations on Kaua‘i, including 107.9 and 101.3.
At 107.9 The X, core artists include Foo Fighters, Three Days Grace, Metallica, AC/DC, Shinedown, and Stone Temple Pilots. The station plays mostly new rock, along with some rock hits from the 1980s, ‘90s, and 2000s.
“Kaua‘i has never had an active rock station before that I’m aware of,” said Weiman.
Station 107.9 The X is targeting men between the ages of 18 to 49, with its core being 25 to 34 years old. Weiman said the new station fills a void for younger men on the island.
“I feel it’s gonna be a big hit. I love hearing rock on the dial,” he said.
The second station, Sunny 101.3, has shifted from 1960s and ‘70s classics to hits from the ‘70s, ‘80s, and early ‘90s.
Weiman said the change opens the station up to a younger and wider demographic, specifically adults 25 to 54 years old.
“It’s got a lot of energy to it,” said Weiman of the updated music. “We just found that the oldies format was aging out.”
But Weiman added that longtime listeners of Sunny 101.3 shouldn’t be concerned about the shift.
“It’s subtle, the change. If you’re an oldies listener you’re not gonna be upset. You’ll still love the music and we still play a lot of the same stuff.”
Weiman, who oversees H. Hawai‘i’s Media’s advertising, is not worried about Spotify, Apple Music, and other streaming services reducing the number of active radio listeners.
He also noted that Sirius XM doesn’t service Hawai‘i, which eliminates what would be a big competitor for the company.
“No Sirius XM radio in Hawai‘i. Only FM. That’s huge,” he said.
Weiman added that most Kaua‘i residents and visitors want to listen to the local radio for local information and news.
“The local people, they like the radio just the way it is. Very few people are plugging in here to Spotify,” he said.
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Emma Grunwald, reporter, can be reached at 808-652-0638 or egrunwald@thegardenisland.com.
It never seems to occur to radio stations that it’s not the music they’re playing that causes their listeners to drift. It’s the constant barrage of idiotic ads that come in at a pumped up volume. Yes, you better worry about Spotify, Pandora, Apply Music, and other streaming sources. At least you’re steering away from country music and underachiever reggae, but ultimately it’s your annoyingly high ad content that’s going to make you obsolete.
Aww…..why did you do that!!!! I really liked the classic Hawaiian music. Already had a classic rock station! SMH!!
Wow. They have more FM radio stations now days. Back then there would be only 1 FM radio station. And even that was hard to find. 1980s. How about it? What’s your favorite song on a Friday night and nothing to do? I picked two of them. I could never get tired of. Heart, These Dreams, came out in 1986 August. And I guess I’ll have to pick one. Shania Twain, you’re still the one. Came out in 2000. My two favorite picks.