Now Serving The Border: Latin X 94.3

• Rincon Ventures, LLC owners of Triple A 107.1 KSIL/Rincon, NM launched a new radio station this past Saturday — at the stroke of 6pm, perfectly timed to coincide with the Pitbull concert at El Paso County Coliseum, both the Triple A format and Regional Mexican Super Fiesta 94.3 gave way to Latin Urbano Latin X 94.3FM, serving El Paso, Las Cruces, NM and Ciudad Juarez, Mexico. Latin X is now carried on 107.1, translator K232FC at 94.3, licensed to El Paso, as well as translators at 94.9 & 95.9 in Las Cruces.

OM Jesse Rios explains, “This station is for the bilingual, bi-cultural, assimilated Latinos and Latinas born and raised in the U.S. from Mexican/Central American descent.” Latin X will feature music from artists such as: Pitbull, J Balvin, Ozuna, Maluma, JLo, Karol G, Bad Bunny, Shakira and Enrique Iglesias, along with other Latin urban artists. Rios added, “The DJs will speak the same way they talk to their friends — Spanglish — that’s how we speak.”

As you read this, Latin X is just getting warmed up by cranking out 10,000 songs in a row, commercial-free. PD Malu Hernandez remarked, “We are pleased to offer our listeners an exciting opportunity to listen to at least 10,000 songs in a row without a single commercial.” GM Humberto Hernandez added, “Latin X brings this new dynamic of music and presentation that truly reflects the lifestyle of today’s Hispanic millennials, and a way to reach those very Important consumers for our advertisers.”