St. Louis: iHM Flips 100.3 FM To Classic Hip Hop

The Majic is gone in St. Louis and The Beat is Back as iHeartMedia jumps on radio's hottest format of the moment: Classic Hip Hop.

As of Tuesday, KMJM 100.3 FM/Majic 100-3 became 100.3 The Beat, offering “throwback hip-hop and R&B.”

The move discontinues the long-running Majic brand in favor of the Beat, branding ditched by the company in 2009 on 100.3 FM.

The flip follows recent classic Hip Hop launchers at Radio One stations in Houston, Philadelphia and Dallas/Forth Worth.  Radio One is in the St. Louis market. It's WFUN 95.5 FM is branding as "Old School".  It also has Urban WHHL 104.1 FM/Hot 104-1.   Radio One is using 'Boom' branding for its classic hip hop stations.

Key acts at the 100.3 the Beat include the likes of Notorious B.I.G., Jay Z and Tupac as well as Jodeci, Aaliyah and R. Kelly.

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KMJM 100.3 FM (17Kw) 60dBu Coverage

"The all new 100.3 The Beat will bring back the fun times of an older hip-hop and R&B generation while continuing to serve the local community, playing the music our listeners want to hear," said Beth Davis, Regional Market President, iHeartMedia St. Louis. "I'm confident 100.3 The Beat listeners will remember where they were, who they were hanging out with and how they were feeling with every song we play."