Phoenix Welcomes ‘Power 98.3: Reimagined’

• As promised, Desert Valley Media Group Phoenix unveiled “the New Sound” of KKFR (Power 98.3) at noon Monday, downshifting the station’s music mix from Rhythmic Top 40 to Gold-based Rhythmic, now with an added emphasis on more R&B and Classic Hip Hop titles. As part of the reimagination process, the station is sporting a new logo, revamped imaging, and an invigorated social media presence, along with a “more music” approach.

As the press release states, “Driven by a commitment to meeting the evolving tastes of its listeners, KKFR (Power 98.3) is embarking on an exciting journey to refresh its identity. This evolution will be reflected in every aspect of the station, from its music programming to its visual representation. One of the most significant changes includes a substantial increase in R&B music, complementing the beloved classic hip hop tracks that have long defined the station’s sound. This strategic move aims to cater to the diverse musical preferences of the audience while maintaining the essence of what makes POWER 98.3 a staple in the community.”

Desert Valley Media Group President & CEO Jeff Trumper stated, “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.”

KKFR Brand Manager Jonathan “J” Steele commented, “Industry professionals will tell you that R&B music won’t work in a market like Phoenix. 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!”