After airing a week of “under construction” promos, Cumulus Media classic rock KQRS Minneapolis-St. Paul (92.5) relaunched Thursday at 6am CT. The White Stripes’ “Seven Nation Army” signaled the heritage station’s new direction, which is rooted in ’90s alternative rock with some megawatt classic rock and ’80s alt titles tossed in. Minnesota artists, including the Replacements and Soul Asylum, are getting high-profile exposure.
The new demographic target for the legacy rocker is decidedly Gen-X, with Nirvana, R.E.M. and Green Day among core artists. The station, which once ruled the Twin Cities airwaves with Tom Barnard in morning drive, says the new chapter “isn’t just a change — it’s a natural progression.”
The classic rock isn’t entirely gone. Genre-spanning mega-hits like Queen’s “Don’t Stop Me Now” are in the mix, along with ones from Tom Petty, Led Zeppelin and the Rolling Stones.
“You’ve asked for the music that shaped your life. From the power chords of the ’80s to the raw energy of the ’90s, into the wide-eyed optimism of the 2000s,” James Kurdziel, Director of Content & Programming, KQRS, said in an online post. “We’re delivering the rock that matters most to you. We’ll also give real exposure to the iconic Minnesotans who have built the sounds of our community. All this music has been here and we’re giving it a home. KQ is now a complete rock station.”
“Rock music has to evolve and so does KQ,” Kurdziel continued. “There are things which exist that do not evolve whether by choice or fear, and when they don’t, they wither away. Not us. Our goal is to focus on your personal soundtrack — one that speaks to Gen-X and beyond.”
The new “92 KQRS” aims to siphon listeners from iHeartMedia triple A/hot AC hybrid “Cities 97” KTCZ and Minnesota Public Radio’s triple A “The Current” KCMP (89.3). To that end, it has recruited longtime Current mid-day host Jade Tittle and former Cities 97 program director and personality Paul Fletcher, according to the Minnesota Star Tribune.
KQRS took all of its talent off the air late last month when it began promoting its pending new direction. Steve Gorman, the former drummer for The Black Crowes, returned to the air today, joined by Fletcher and Ryder in morning drive. Gorman’s previous co-host, Brian Zepp, exited the station in early March. The rest of the new lineup includes Fletcher (also heard from 10am-3pm), Jade (3-7pm), Chris Nelson (now 7p-midnight, formerly middays) and Lisa Miller (weekends, formerly 3-7pm).
The status of Shannon Knight, most recently heard in nights, isn’t clear.
“After a few years living in the Twin Cities, the enormous legacy of 92KQRS couldn’t be clearer to me,” Gorman said in a press release. The most respectful way to honor that legacy is to move forward with great energy. Our spotlight on the music that matters to Minnesota will be evident from day one.”
“We’re fortunate to have Steve Gorman in the lead and new talent additions to renew our focus on music,” Kurdziel added in the release. “92KQRS is once again relevant to the fans we serve.”
Heard in morning drive Thursday: U2, “Sunday Bloody Sunday”; AC/DC, “You Shook Me All Night Long”; The Replacements, “Can’t Hardly Wait”; Green Day, “Longview”; Queen, “Don’t Stop Me Now”; Nirvana, “Lithium”; and Modern English, “I Melt With You.”
Some of the music is shared with active rock sister “93X” KXXR.