Farewell WSGX 100.3 FM, Gen X Radio, We Hardly Heard Ye

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Yesterday, Wednesday, May 23, St. Louis radio station WSGX 100.3 FM switched formats from '90s music mecca "GenX Radio" to "The Brew," a classic rock station. The last song for the Generation X-aimed audience was Blind Melon's "No Rain" followed by jarring transition song "I Wanna Rock" by Twisted Sister to inaugurate the station's new direction.

And there it is. One minute it was here, the next it was gone. Like a thief in the night, the station so subtly and smoothly stole away that I didn't realize it was missing until the following day's morning commute. "Who was listening to KSHE 95 FM in my car?" I wondered aloud to no one but myself this morning -- because it's normal to talk to yourself if you're a self-involved Gen-X kid. So what if my age technically makes me a 'Millennial" -- I reject that nonsense because I can't accept Z107.7 FM as my generation's sound. I can accept Blind Melon. And the Beastie Boys, the Cure, Guns N' Roses, Ying Yang Twins, Fiona Apple, Prince, Harvey Danger, Salt-N-Pepa, Nine Inch Nails. To put it another way, one that honors my fellow Echo Boomers: If I could afford Sirius XM satellite radio it would be permanently playing "'90s on 9."

To be clear, it's not that the music played on "The Brew" is more offensive than that teeming from Z107.7 FM or Y98.1 FM, it's just that it's more of the same. This morning the station played "Dirty Deeds Done Dirt Cheap" by AC/DC, "Blaze Of Glory" by Jon Bon Jovi and "Hold The Line" by Toto. I'm not mad atcha, "The Brew," for playing those songs or music by those bands. I'm annoyed because that's why KSHE 95 FM, KHITS 96 FM and, to a lesser extent, KLOU103.3 FM, exist. What's more, "GenX Radio" launched in December 2010, making its lifespan less than two years. Even by radio standards that seems far too short a stint to give the sound of an entire generation.

In lamenting the loss of "GenX Radio" to friends it became clear that I might be alone in my sadness. "That's what my iPhone is for," said one friend. "I don't listen to commercials when I listen to music. It's 2012," contributed another. Yeah, I get it. I'm really tired of hearing about I Heart Radio, too. It's not that I can't access that music through other mediums, it's just that I'm disappointed in the beguiling classic rock saturation of every "oldies" station. Isn't there already a perilously low variety of music riding St. Louis airwaves without another station spinning Van Hagar cuts? Perhaps I'm revealing my youth here, but if AC/DC is now considered classic rock, how far off are we from the same being said of the Smashing Pumpkins? Apparently we're not there quite yet. Now, if you'll excuse me, I'm going to pour out a "Brass Monkey" in memory of our fallen FM friend while listening to Jagged Little Pill.

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51 comments
Hoosier123
Hoosier123

The sad part is the way that our demographics are viewed by the Clear Chanel empire. They have stations in other markets that play a wide variety of songs. Check out 93.3 in Denver. They play everything from the Ramones to the Police. We might as well call this station 100.3 the HOOSH. 

Jessica
Jessica

I"m glad I'm not the only one who noticed. I had Gen X in my number one spot on the dial, and I decided to relegate the Brew to my second set of radio preferences, so I can gladly ignore it if nothing else is playing. St. Louis radio is going down the pipes. Not only did we lose Gen X, but JC Corchan is completely off the airwaves in STL... after they sent him to the noontime hour on the big 550, I couldn't listen to him anymore because of my work set upt, but he made the mornings for me on K-Hits. I'm listening to "The Arch" all day at work, because my coworker deems it ok, and it is ok.. but they play the same stuff all the time too.. Gen X was my respite from all of that when I got done with the 9 to 5 and had the half hour commute home... I miss it... it was something that was different, and now it's gone and we're stuck with Aerosmith songs and Van Halen all day. They're fine and all, but now I play CDs in the car mostly.

Edbrock
Edbrock

Gen X Was the best station, hands down. We dont need another KSHE

Christina Pickels Bell
Christina Pickels Bell

i am as well morning the loss of gen x radio, ive tried listening to the brew and its just awul. like everyone has already said there are too many classic rock stations out there gen x had a great mix of everything we all loved. guess its back to mixed cd's for me lol

RJ
RJ

The loss of GenX 100.3 is another triumph for mediocrity.   There are so many other stations that play Bon Jovi, etc.  Do we really need another?100.3's website said they changed the format because a market analysis said they didn't have a large enough audience with GenX.    How do they do these studies?  Ask people at Metal Rock concerts what radio station they listen to??   GenX was loved by lots of people-- maybe they should have tailored their advertising to their audience, instead of changing their audience to match the products they advertised.

Scipe2000
Scipe2000

The brew is what KSHE is supposed to be but PD's have castrated jocks....so New stations emerge. At least Rush is not the house band

Lana
Lana

will miss the station format, do not care for Bob or Tom, won't be listening any longer...DON'T WE HAVE ENOUGH CLASSIC ROCK STATIONS? YOU CAN'T BEAT KSHE FOR THAT...farwell GenX radio

niggalodeon
niggalodeon

I'm 21 years old and 100.3 was easily my favorite station. I enjoy the classic rock stations but I've heard most of those songs so many times already. 107.7 and 98.1 play some songs I enjoy sometimes, but most of the time I'd just check them quickly and go right back to 100.3. There's no way there isn't enough people that like genx music to support the station. I think alot of people actually didn't even know about it, I know I've had a few conversations with people that have similiar music taste as me who didn't even know it existed. This really blows, I always listen to the radio when I drive, my stereo doesn't even have usb/firewire support. Where's the fucking petition, I'll sign that shit every day.

Melissa Dapron
Melissa Dapron

I agree!  I listened all morning at work, until suddenly I realized I hadn't heard some of my Gen-X favorites (Kid Rock).  Poop.  I was SO excited about Gen-X radio when it debuted.

David O'Leary
David O'Leary

GenX was the only commercial radio station I could stand to listen to for more than a few songs. I REALLY just don't understand commercial radio broadcasters and clear channel in particular. Another classic rock station?  Where are the stations playing really popular artists like Arcade Fire, Mumford & Sons, Jack Johnson, and others that keep winning awards?

Jeremy
Jeremy

Of the four stations my work van's radio could program 100.3 was one of them...until now...

Jenseclipse2006
Jenseclipse2006

There should be more Gen X Radio!!! I love the variety music that Gen X plays.

Paul
Paul

100.3 got me back to listening to music on radio. Dropping the format for bob and tom.... Stupid move.

Bratndl
Bratndl

So sad to hear this is gone! I usually listen to it online as I don't live in the STL area anymore. I was in town this past weekend and I was so excited to be able to listen to it in my car and couldn't figure out why I couldn't find it:(

April
April

My adult daughters and I were upset by the format change as well.  Gen-X was a refreshing change from "the same old stuff" that we get from 107.7, 98.1, 96.3, and 94.5. 

As for Bob and Tom coming back, I'd rather listen to silence.

Cindy
Cindy

I agree.  I loved GenX and out of the blue.. it's gone! If I wanted to listen to old school rock, I would listen to K-She 95.  After all, they've earned it for sticking around for over 40 years.  

Fuck-suburbs
Fuck-suburbs

Why call it the Brew, was 'Hoosier-Fuck 100.3' already taken?

Brinna Ball
Brinna Ball

I completely agree. I loved GenX. The Brew is just another classic rock station, like KLOU, and KSHE. Back to listening to my iPod in the car. Goodbye radio.

Andrew
Andrew

Will miss GenX, after trying to listen to "The Brew" Sunday while working in the garage and hearing some of the same songs twice in a 5 hour period I went back to "The Point" which I hadn't listened to since I discovered GenX very sad day...

Amanda Henager Sullivan
Amanda Henager Sullivan

100.3 was the reason I downloaded the iheartradio app.  It was the music I forced my middle-schoolers to listen to when they worked on their papers in class.  It was the joy that was my ride home.  I'm so sad - I feel like I've lost a high school friend.

Disappointed Misty
Disappointed Misty

I too am very disappointed... I abosulety LOVED Gen X!  loved the variety, I could jump back forth from Z1077 to GenX and be happy as a peach.  During the day at work I would stream online with GenX but not anymore and I'm removing 100.3 from my preset in the car :(

Emmykp_17
Emmykp_17

You're not alone! My husband and I constantly had the car radio tuned to GenX if we weren't listening to a CD. I really thought it had a following here. Why take it away?? I am boycotting 100.3 as just another classic rock station, which our market is saturated with anyway.

Jake
Jake

I go out of town for ONE WEEK and this is what happens to the city!

Hatrk219
Hatrk219

RIP gen-x. Happened to find it on I radio down in AL. Great station!

Plant9
Plant9

As a not so recent transplant to StL, gen x radio made me smile. Enough with the classic rock stations! It's like beating a dead horse. I would appreciate a little more music variety in St. Louis.

MsDsgn
MsDsgn

I agree with everybody that the the day that i realized they took Gen X off the air was a sad, sad day! It seems like this is the 2nd or 3rd time that they have done this to me in the last 6 six years with this radio station.

Bembamler
Bembamler

Bring it back. Classic Rick is fine, just too many already. Bob & Tom suck. Be a ninja instead

Erica T
Erica T

Does anyone know the reason for the format change? I'm actually really surprised, because this was the first time in years that I had heard anyone happily discussing a radio station like gen x. I genuinely thought that the reaction was really, really good and really really strong, so this was surprising (and super disappointing)

Fuck-suburbs
Fuck-suburbs

Corporate radio  and the dickheads that run it fucking suck. Someone should round up these suits and make them jump into the river at gunpoint. Follow them with the mulleted hillbillies who would listen to another k-she and those pathetic assholes Bob and Tom. Should call those stupic cock biters Beavis and Butthead since all the cunts do is laugh at themselves.

Pat
Pat

I'll really miss 100.3.  Even though it seemed like I heard a lot of the same songs over and over, I still didn't hear them on other St. Louis stations.  I love classic rock too, but between K-SHE and K-HITs (i think that's the name of 96.3) I really don't think we need another station playing classic rock.  Not that it will make a bit of difference, out of protest, I won't be listening to the new 100.3... i have 94.7 & 96.3 for that.  Unfortunately, there really isn't another station that had the GENX format.

Pissed
Pissed

NOOOO this fucking SUCKS!!!!!

I'd given up on FM radio many years ago.  But the moment I heard 100.3 play 'Nothing But a G Thang' followed by 'Hey Jealousy' I knew I was on love.  It was an awesome fucking station and I put it in my regular rotation.  Just a couple days ago I was rocking out HARD to Third Eye Blind's 'Semi-Charmed Life'.  I can't believe it's gone.

FUCK THE FUCKING WORLD FOR DESTROYING EVERYTHING THAT IS GOOD.

BrentSTL
BrentSTL

Like Nate B said - if you want honest radio, where the REAL music is the focus and NOT the corporate crap music being blared out...tune to KDHX-FM (88.1). All the hits NONE of the time - and no crap commercials either!

Nate B.
Nate B.

Great article! I've been frusterated for years at the abundance of classic rock on our airwaves. It paaaiiinnns me to know that "Carry On My Wayward Son" has yet ANOTHER home :(Thank goodness for KDHX!

Salty
Salty

I am angry too! Why was it removed? Was there not enough revenue? Maybe the sales team at the station was inept. I was troubled that there was so many "green light auto sales" "kick your mom in the mouth" commercials and the like. Almost all of the people I regularly talk to were GenX listeners and they don't respond to commercials for high intrest, no credit, cheap car ads. Seems more like a station where you would do better to run ads for new cars, home improvement, and Disney on Ice events. Really will miss it.

Nancy
Nancy

Damn it!  I LOVED GenX radio and was the radio station I listened to 99% of the time.  I have my alarm radio set to it and I literally thought that somehow it got changed to KSHE 95.  Also, I was wondering when I hopped in the car why I kept changing the channel because, what I thought was just one song, sucked.  I don't like classic rock and I raved to everyone I knew that they needed to check out 100.3.  Everyone I recommended it to, Gen Xers like me, became addicted to it.  So why the hell is it gone? 

Saffroncookjeff
Saffroncookjeff

Wow, really sad...103.3 was my go to after WAR live show.....Where can us much teased for dressing like character in a John Hughes flick listen to our good 90s mix now..seriously pissed.

Jonezy
Jonezy

Gen X radio was awesome and much needed to even out the types of music being played.  Great writeup!  Maybe we're getting old, but it is really weird that 80's music is oldies..lol

Jromankvcc
Jromankvcc

I have two stations set on my car stereo: 107.7 and 100.3. My wife and I loved GenX. My life loves rock so I'm sure she'll be ok, but we already had alternatives to listen to rock, and only GenX 100.3 for the memories. I miss it greatly. Now I don't have a fall back station when Z1077 has commercials. Between that and the MJ Morning show gone, radio feels like an mp3 with only 80 songs that keep replaying, with some advertisement for good measure.

jeremiah
jeremiah

I'm with ya too, they have no idea what they just did! I only wished the reception was better in certain areas, but that was the best station in the STL. NOW WE HAVE YET ANOTHER ROCK STATION. Thanks so much bob and tom, just like nobody listened to u before. Its gonna be much of the same on this station. I too will be sure to let my dad know for this is his generation of tunes. Its great music, but we didn't need another.I miss Kris Kross already. Lol.

Sarah
Sarah

I am in mourning with you, Liz.  I was excited to work my half day today and enjoy the three day weekend.  Then I turned on 100.3 and a dark cloud formed over my morning commute.  I immediately called my 56-year old mother, who was just as devastated as I.  Yes I will keep the Brew on my radio but I will always remember you, GenX.  RIP!

Paul
Paul

"Van Hagar" refers to the Sammy Hagar years of Van Halen.

I agree 100% with Liz.  I have nothing against classic rock.  I like classic rock, but isn't there enough of that already?  I liked the variety that Gen-X offered.

The worst part is that Bob and Tom are coming back.

Jacob
Jacob

wtf is van hagar

Peepee
Peepee

The point is the WORST about repeating songs

Beavis
Beavis

Wow you sound very educated...it's no wonder you wouldn't understand the Bob and Tom humor...

BrentSTL
BrentSTL

 And BTW - this station is a Clear Channel station. Nuff said...

BrentSTL
BrentSTL

 I should say The Brew is a Clear Channel station, that is...

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