Prior to the Spring of 1996, KBZR was one of the many frequencies statewide that was carrying â€œThe Blazeâ€. â€œThe Blazeâ€ was a bizarre Alternative/AOR/CHR hybrid format. In either March or April 1996, KBZR broke off from the other frequencies and began airing â€œold schoolâ€ musicâ€¦i.e., Hispanic-oriented Gold selections from the R&B, Hip-Hop, Rap, Freestyle, and Disco genres. As it turns out, the music selected and the audience it targeted were both premonitions to the eventual format and target audience.
There were no jocks, but an interesting stunt that is best described as a radio version of the â€œWhereâ€™s Waldoâ€ book series. Promos and sweepers (voiced by station owner Jerry Clifton) claimed that the station was looking for â€œSteveâ€ as they were â€œmoving in from the desertâ€. To make a very long story short, the meaning of â€œSteveâ€ was revealed in October, shortly before the sign-on of the new formatâ€¦â€Steveâ€ was actually an acronym â€” â€œS-T-E-V-Eâ€ â€” which stood for â€œSongs That Everyone Vociferously Enjoys.â€
The â€œmoving in from the desertâ€ phrase referred to the station waiting to upgrade its signal. After 6 months, when it became clear that the upgrade wasnâ€™t going to happen anytime soon, the station made its debut. On October 30th at 3:30 pm, following several hours of stunting with â€œParty! Party! Party!â€, KBZR signed on with a Hispanic-targeted Rhythmic CHR format as â€œThe New 103.9, Arizonaâ€™s Party Stationâ€. They made it clear from the very beginning that they wanted to go after the â€œsafeâ€ Rhythmic CHR in town, KKFR (Power 92).
Today, the station is KEXX and branded as “My 103-9”