Alpha Media began operating 3 Horizons LLC Classic Hits 96.3 KWLZ West Linn/Portland OR at 5:00pm today and flipped the station to Urban leaning Rhythmic CHR as “We 96.3“.

WQHT New York/Apple Beats 1 personality Ebro Darden is serving as voice of the station with Alpha Media VP/Programming Phil Becker adding Programming duties for We.

KWLZ had moved into the Portland market in September 2015 following a long battle to relocate the station from Bend. It becomes Alpha’s fifth FM in the market.

Alpha Media Portland announces today brand new station, WE 96-3! WE 96-3 (KWLZ-FM) is a Rhythmic CHR playing artists such as Drake, Kanye West, Nicki Minaj, DJ Khaled and more! With the addition of WE 96-3, Alpha Media now expands to seven stations in Portland.

WE 96-3 was created by Alpha Media VP, Programming, Phil Becker and narrated by Ebro Darden.

Becker commented on the announcement, “Portland has been without a true Rhythmic CHR station since 2008 and WE believe the market deserves an authentic alternative. When looking at national trends, regardless of geography, some of the most in demand music in the world will be played on WE 96-3.”