From Denver to Milwaukee, noncommercial “Urban Alternative” radio formats have emerged in recent months, and much of that was made possible by the Corporation for Public Broadcasting (CPB).
Now, the President/CEO of CPB has released a request for proposals from public radio stations that harbor an interest in launching the format.
Speaking at the Public Radio Content Conference in New Orleans, Pat Harrison offered details on how the locally customized format, which uses hip hop, R&B, and dance genres to connect with young multicultural audiences, can be launched in new markets.
“With CPB support, the Urban Alternative format has attracted a younger, more diverse audience to public radio,” Harrison said. “CPB is now pleased to support the expansion of this format, in which the stations will be trusted partners with these audiences, guided by their music and information needs and through engagement and events.”
CPB will select three public radio stations to receive grants of up to $500,000 and work with a consultant over a 30-month period to conduct market research and develop strategies for digital and community engagement, fundraising, and development.
The request for proposals is available here:
https://www.cpb.org/grants/Urban-Alternative-Music-Format-2023-Station-Applications
The deadline for submissions is 5pm Eastern on October 28.
CPB support for research and development in 2015 enabled Chicago Public Media to transform its Vocalo online music service into Chicago’s “Urban Alternative,” at 91.1 MHz.
The research created a model format that borrows from the popularity of contemporary R&B and hip-hop music “while remaining true to public radio’s values, connecting urban audiences through music discovery and community engagement.”
While a response to a call for African American cultural content, the music is also designed to appeal to mixed race youth, in addition to acculturated Hispanics and Asian-Americans.
Thus far, the Urban Alternative format has arrived in markets with large Black populations, customized by Rocky Mountain Public Media in Denver for “104.7 THE DROP,” by KTSU (The Vibe) in Houston, WNSB “Hot 91” in Norfolk, popular Adult Alternative WYMS-FM “Radio Milwaukee” (as digital multichannel offering “HYFIN”), and Minnesota Public Radio’s The Current (as digital multichannel offering “Carbon Sound”).
Most recently, WJSU in Jackson, Ms. on Saturday launched an Urban Alternative format as “The Sipp.”
