This year we have watched heritage alternative stations flipping formats, shifting playlists and adjusting their monikers as the format tries to redefine itself. Now the number one market in the nation is without a true commercial alternative radio station. New York City’s WXRK “K-Rock” has expanded their rock library to now include artists such as Guns 'N' Roses, AC/DC, Led Zeppelin and Pink Floyd. Their new slogan is “Great Rock. Period.”
Operations Manager Rob Cross explained the change in an official press release. He said: “K-Rock is always looking for opportunities to further connect with our listeners, Enhancing our playlist, while simultaneously launching a web stream whose sole purpose is to feature breaking music, enables us to serve a wider audience with the music most frequently requested without changing the fabric of the radio station.”
Fans of the station heard the debut of the adjusted format this morning immediately following Howard Stern. After his morning show, the new format launched with Gun 'N' Roses “Welcome To The Jungle”, followed by AC/DC’s “For Those About To Rock (We Salute You)”. No word on the status of the on-air staff has been made public, as K-Rock will be jockless for the remainder of the week.
If you are looking for K-Rock to provide you with emerging music from artists such as Mars Volta and the Arcade Fire, you will have to head over to their website for K-Rock 2. It is a sad day when terrestrial radio is no longer supporting new and upcoming artists, especially when so many of these bands come from the NYC area. With outstanding music being released from Beck, Bloc Party, Doves, Gorillaz, Stars and many more, you’d think that alternative radio would be stronger. The music is obviously there. Can somebody spare a small fortune so we can launch our own here in NYC?