Sometimes a radio station doesn’t need a new format.
Sometimes it simply needs a new identity.
After spending the past several days stunting with an all-Taylor Swift playlist, Beasley Media Group officially pulled the curtain back Friday afternoon, relaunching HD 98.3 (WHHD) as Party 98.3.
The new brand is built around today’s biggest hit music while placing a renewed emphasis on lifestyle content, community involvement, promotions, and listener experiences. To celebrate the launch, the station is kicking off with a commercial-free Independence Day weekend before introducing its first major promotion, Free Gas Friday, on July 10. The rollout also includes an extensive marketing campaign featuring social media, digital outreach, on-air promotion, and street-level community engagement.
This story hits a little differently for me.
Years ago, I had the privilege of spending time inside that very building as a programmer. Those hallways hold a lot of memories, and I’ve always had a soft spot for HD 98.3. I believed it was a great radio station with talented people, but I also quietly felt that one day the signal would benefit from a bold rebrand—something that would give it fresh energy and a new personality.
Someone finally did it.
Credit goes to Program Director Adam Star, who has taken a heritage CHR signal and given it a name that’s instantly memorable, marketable, and built for promotions. Whether it’s imaging, events, digital content, or simply saying the station’s name on the air, Party 98.3 immediately paints a picture that extends well beyond a frequency.
That’s not always easy to accomplish.
In today’s crowded audio landscape, a radio station has only a few seconds to make an impression. A strong brand can become part of a listener’s lifestyle, not just another preset in the dashboard.
Now the real work begins.
The launch weekend creates excitement. The promotions generate sampling. But what ultimately determines success is whether listeners make Party 98.3 part of their daily routine.
Knowing the people in that building and seeing the passion that’s gone into this launch, I wouldn’t bet against them.
Congratulations to Adam Star, the entire WHHD team, and everyone at Beasley Media Group on an exciting new chapter for one of the CSRA’s most recognizable radio signals.
Let’s see where this party goes.
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On The Dial covers breaking radio industry news, including layoffs, programming changes, talent moves, and broadcast trends across the United States.