At 3pm, KTWN-FM relaunched as Alternative “Go 96.3“. Focusing on current music with a local and independent lean the station is debuting with 10,000 songs in a row positioned as “Where Modern Music Is Going”. The station will remain flagship station of co-owned Minnesota Twins baseball.
The first hour of 96.3 Go consisted of:
Robert DeLong – Long Way Down
Walk The Moon – Shut Up And Dance
Cage The Elephant – Come A Little Closer
Arrested Development – People Everyday
Jack White – Lazaretto
Imagine Dragons – I Bet My Life
Glass Animals – Glee
Sublime – Doin’ Time
Arctic Monkeys – R U Mine?
Lizzo & Caroline Smith – Let ‘Em Say
Bastille – Flaws
Big Data f/ Joywave – Dangerous
Strokes – Last Night
Bleachers – Rollercoaster
Banks – Beggin For Thread
Mumford & Sons – I Will Wait
Go 96.3 will have a unique sound with diverse musical offerings from artists like Imagine Dragons, Foo Fighters, Atmosphere, Fitz & The Tantrums, and new artists such as Vance Joy, Hozier and Bleachers. In addition, Go 96.3 is excited to return as the exclusive radio play-by-play home for the Minnesota Twins in 2015.
“With KTWIN, we built a new home for the Minnesota Twins but with a radio sound that’s too familiar. Go 96.3 will be different. Our music will be different, our people will be different, how we position the Twins will be different and how we support our sponsors will be different. We are going where music is going, where our baseball team is going and where our community is going.” Joe Pohlad, Executive Vice President of Northern Lights Broadcasting.
“Go 96.3 is a place for music lovers. It’s about familiar bands and new artists. It’s about being online and on mobile. We have some really cool digital stuff coming — I can’t wait.” Sam Gagliardi, Senior Vice President of Northern Lights Broadcasting.
Update 1/1: The “K-Twin” era came to an end as the clock struck midnight on New Years.
96.3 is now stunting with a Siri-like robotic voice identifying as Web counting down to a new “local radio station” launch on Monday, January 5 at 3:00pm. Interspersed are quotes from movies, songs, television shows, and commercials.
In addition to the domains reported on below, Go963MN.com was registered on December 18 and has since been transferred to the servers of KTWN-FM owner Northern Lights Broadcasting. Another indicator of a Go future may have come in the final block of songs played before the end of K-Twin as the station played Passenger “Let Her Go”, Rusted Root “Send Me On My Way”, Los Lobos “C’mon Let’s Go”, and The Cars “Let’s Go” before its farewell block of The Strokes “Last Nite”, High On Stress “Leaving Mpls”, and ending with Semisonic’s “Closing Time”.
Update 12/5: The changes continue at KTWN-FM.
Morning co-host Eric Perkins has announced that he is exiting the station. Perkins was the final on-air member left from the original “K-Twin” launch. Perkins will continue in his primary job as Sports Director at KARE-TV 11. Co-hosts Mark Rider and Rena Sarigianopoulos will remain in place.
A recent job posting hints at a shift towards Alternative/AAA for the current gold-leaning AAA.
Original Report 12/2: A change is in the air at Northern Lights Broadcasting AAA/Sports “96.3 K-Twin” KTWN-FM Edina/Minneapolis.
In mid-November Director of Operations/PD Michael Steele and afternoon host Curt Copeland exited the soon-to-be three year old station. On Friday nine domains were registered for the station: 963Go.com, 963GoDigital.com, 963GoEvents.com, 963GoInfo.com, 963GoMinnesotaTwins.com, 963GoModern.com, 963GoMusic.com, 963GoTwins.com, and Warehouse963.com. The domains were registered by Minnesota Twins Director of Marketing Joe Pohlad. The Pohlad family owns both the Twins and the station, which doubles as the radio flagship for the baseball broadcasts.
With the hybrid mix of baseball and music the station has stayed steady at a mere 1.0 share over the past three monthly ratings periods. Regardless of what type of music the station features following a relaunch, a mix of Sports play-by-play and auxiliary programming on a music FM rarely works outside of football where broadcasts are mainly on weekends and do not disrupt the daily programming flow. Add in that the Twins have been in a rebuilding period the last few years, one that does not seem to be over at that, and it will be hard for any format to find its footing with almost 180 days a year being disrupted by baseball programming (162 regular season games and numerous spring training broadcasts).