Desert Valley Media Group Rhythmic CHR “Power 98.3” KKFR Mayer/Phoenix and 96.1 K241BQ Fort McDowell AZ relaunched at noon today with a shift to a music-intensive Rhythmic Hot AC presentation featuring more R&B and Classic Hip Hop.
The company states, “Driven by a commitment to meeting the evolving tastes of its listeners, KKFR Power 98.3 is embarking on an exciting journey to refresh its identity. This evolution will be reflected in every aspect of the station, from its music programming to its visual representation. One of the most significant changes includes a substantial increase in R&B music, complementing the beloved classic hip hop tracks that have long defined the station’s sound. This strategic move aims to cater to the diverse musical preferences of the audience while maintaining the essence of what makes POWER 98.3 a staple in the community.”
KKFR Brand Manager Jonathan Steele says, “Industry professionals will tell you that R&B music won’t work in a market like Phoenix. The reimagined POWER is changing that narrative. ALL of your favorite HIP-HOP that you heard POWER play first is back PLUS with more R&B music that isn’t being heard in the market. This is the most exciting radio station in the Valley! Big thank you to Jeff Trumper and our secret weapon team for believing in my vision and letting me cook!”
Desert Valley Media Group President/CEO Jeff Trumper adds, “We believe that evolving the POWER brand requires a degree of re-imaging to better accommodate an aging POWER audience by adding new elements of hip hop and R&B to the mix.”
The first hour of the new “Power 98.3” were:
- Mark Morrison – Return of the Mack
- Rihanna – Rude Boy
- Teddy Swims – Lose Control
- Jeremih ft. 50 Cent – Down On Me
- Lauryn Hill – Doo Wop (That Thing)
- Usher, Summer Walker & 21 Savage – Good Good
- Aaliyah – Rock The Boat
- Chris Brown – Under The Influence
- Destiny’s Child – Jumpin Jumpin
- Sza – Saturn
- Outkast ft. Sleepy Brown – The Way You Move
- Bruno Mars – That’s What I Like
- Tyla – Water
- Next – Too Close
- Drake & 21 Savage – Spin Bout U
- Miguel – Adorn
- Nelly – Country Grammar (Hot Shit)
Original Report 4/29: Desert Valley Media Group Rhythmic CHR “Power 98.3” KKFR Mayer/Phoenix and 96.1 K241BQ Fort McDowell AZ is counting down to a relaunch on Monday, April 29 at 12pm.
Sweepers are promoting the station getting a facelift and “The New Sound of Power 98.3”. KKFR had a 1.2 share in the March 2023 Nielsen Audio ratings.
With the upcoming changes, Skyview Networks’ Dana Cortez Show will depart mornings on the station. Cortez stated, “The Dana Cortez Show has enjoyed entertaining listeners on KKFR Phoenix since 2019. In recent months, we have been talking with the Desert Valley Media Group President/CEO Jeff Trumper about changes he intends to make to the sound of the station. During these discussions, we determined our energies are best focused on having fun every day on our growing nationally syndicated radio show! We wish DVMG well and especially want to thank our amazing loyal listeners and advertisers in Phoenix who have been so supportive of our show.”
Brandon Charles 
James C
And this kids, is what happens when you actually work for a local company, based out of the city, you’re in, and have a need to be filled. These so-called industry professionals are eventually going to talk themselves out of a job, if they’re not already the age where they’re close to retirement anyway! no one bats an eye at all white adult hits though. I am so glad to see this, he has been a visionary for quite some time, wanting to actually do something unique, and I think he’s finally at a place now, and with the people who will let him do it, and I will definitely be listening, and I hope people in the market will support it. What I will be interested to see is, if the younger end comes in, because I believe it’s an assumption to say that most of the music is only catering to an aging demo. When a lot of today’s generation is leaning on nostalgia, they never lived through. seems like there’s enough currents to justify that. yay, finally something in 2024 radio that’s actually different
In my opinion this station has never had an identity. I’ve never heard a radio station change it’s sound as much as this one. I moved to Phoenix in 2005 and I’ve never thought that the radio stations here were any good. I’m 53 years old and I always thought that 98.3 was behind the times. I moved here from NYC so I was used to a variety of stations. The hip hop stations/r&b stations were amazing.. Why not a mix of new and old….I don’t understand why just old hip hop? I felt like the station was finally decent the last few years….now you’re going to go back to how it sounded years ago. Looks like I’ll just keep my XM radio.