November 7, 2014

BOOM Replaces Hot 107.9 in Philly

Boom 107.9 (WPHI) replaces the Urban/Hip Hop format of Hot 107.9 in Philadelphia. The station is positioning itself as "Throwback Hip Hop." The station will play core artists such as Jay Z, Biggie, 2Pac, Dr. Dre, Missy Elliott, and The Roots. Radio-One VP/Programming and former Philly radio personality Colby Colb is the imaging voice for Boom 107.9.

The station is running all music and has yet to name any on-air DJ's. However two veteran Classic Hip Hop personalities now heard on sister station Old School 100.3 (WRNB), afternoon host Lady B and weekend host Ed Lover, would seem to be perfect fits for the new format. Station owners, Radio One had recently introduced the Classic Hip Hop format in Houston as Boom 92.1.

The station call signs WPHI has gone through many changes as a format. WPHI originated at 103.9 FM as Philly 103.9. From there it became The Beat and eventually relocated to 100.3 FM until 2011 when it moved once again and became known as Hot 107.9 with a lot of fanfare and the Rickey Smiley Morning Show. All urban/hip hop formats. The Beat at one time or another in its history featured on-air personalities Charlamagne tha God and Star & Buc Wild.

The first song played on Boom 107.9 was 99 Problems by Jay-Z.  Ironically, it's been Power 99 (WUSL) that has been a thorn in the side of Radio One for many years. Their success has caused the low ratings performance and many formats changes of WPHI.

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