The Hip Hop “Hu$tle” brand is set to launch in a third market as 104.3 KFRH North Las Vegas is back on the air stunting with a loop of songs with variations of “Hustle” in the title.

Songs heard in the loop are Rick Ross “Hustlin”, Cassidy “I’m a Hustla”, and 50 Cent “Hustlers Ambition” with sweepers promoting “A Hip Hop bomb is about to be dropped in Sin City” and “Hip Hop’s 50th anniversary marks it’s rebirth in Las Vegas” with music to feature a mix of currents and Classic Hip Hop.

Operated by Melinda Vega, Kurt Nilson, and Don Davis’s AutoPilotFM under bankruptcy trustee Michael Carmel overseeing the property’s of Ed Stolz, the station becomes the third with the “Hustle” brand following its launch on Davis’ Vanguard Media’s 101.3 KYLZ Albuquerque in June 2021 and Stolz’s 92.7 KREV Alameda/San Francisco CA last month.

KFRH recently filed to operate via STA with 1.7kW/1126m from its auxiliary facility on Arden Peak as it had been evicted from its primary site on Mount Potosi due to nonpayment. The brand may be short-lived as KFRH is set to be auctioned off with Stolz’s other station assets on October 26.

For now, the new format will compete with Kemp Broadcasting’s duo of Hip Hop “Hot 97.5” KVEG and newly launched Classic Hip Hop “106.9 The Bomb” KVGQ.