91X Relaunches, Focuses On 40-Year Roots
• San Diego’s original independent Alternative radio station, Local Media San Diego’s XTRA (91X) formally re-launched today with an approach to the format that taps into the variety of the station’s massive music library, embraces the discovery of music new and old, and strives to be anti-corporate and different.
The relaunch follows the station’s nine-day run of “91X From A to X.. YZ,” where, in celebration of its 40th year of serving the local community, 91X played the best of its music library in alphabetical order by title. 91X, which formally marks its 40th anniversary on January 11, 2023 has now refocused on the musical depth and breadth of the last four decades, while still continuing to break emerging artists, and highlight great music from many genres.
“Coming off the incredible success of ’91X From A to X.. YZ’ and the amazingly positive reaction from our listeners, we want to present 91X in a way that stays true to our roots and independent ideals,” said Garett Michaels, 91X Program Director. “When 91X launched in 1983, it was a ‘Category of One,’ which ignored convention and blazed a new trail. With that spirit in mind, we are re-launching 91X in a new presentation that has no current industry definition, so we are calling the format what we are: 91X. 91X is 91X again, unlike any other station anywhere. And isn’t that what local radio should be?”
While this new era began at 10am PT Thursday, we are pleased to report that all on-air talent will remain and popular weekly benchmark features including Resurrection Sunday, Church of Bob, Project X, and 91X Loudspeaker will also stay in their respective time slots.
