Alpha Media has a new station in Amarillo and Amarillo has a new outlet for hip-hop. The company today (July 11) launches “WE 102.9” on the former home of Spanish adult hits “102.9 Mundo FM” KEYU-FM, which it acquired in a $250,000 deal from Gray Television. The new rhythmic CHR aims to shave some shares from “93-1 The Beat” KQIZ-FM. The Cumulus Media rhythmic CHR ranked second in the market in Nielsen’s fall 2018 survey with a 9.1 share (12+).

Alpha Media Executive VP Of Content/Programming Phil Becker says the company is a big believer in hip-hop. “The addition of WE 102.9 to our Amarillo cluster gives us the ability to offer our advertisers a new demographic and puts us in a great position to continue to be the market's most listened to radio operators,” Becker said in a news release.

To program the station Alpha has hired Keith Curry as Operations Manager. Curry has a lot of CHR experience in the Midwest, including at WSNX-FM Muskegon, “106.1 Kiss FM” WKFR-FM Battle Creek, WDKS Evansville and WDRQ Detroit. He most recently worked as Assistant PD at urban “103.5 The Beat’ WMIB Miami. “I'm thrilled to be joining Alpha Media and am excited about offering a more compelling hip-hop option to the market,” Curry said. “WE are about to do big things."