103.7 FM Rickrolls St. Louis En Route to a New Radio Station

Categories: Fiesta!

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Unfortunately for St. Louis, it seems he's never gonna give us up.

Have you ever had a song stuck in your head so hard that it crushes your brain and pushes out useful information like state capitals, the lyrics to the Who's the Boss theme and ways to prevent yourself from jamming a No. 2 pencil into your eye? A local radio station is doing its best to give you that kind of unholy earworm, and we're not exactly sure how long it will continue.

In a radio stunt that screams "Something wicked this way comes," 103.7 FM has been playing Rick Astley's 1987 hit "Never Gonna Give You Up" nonstop all this week. We admit, when we first caught wind of the Rickroll, we listened for about ten times before flipping channels. At this point, though, we've had all we can handle of this:

If our math is correct (No promises!), 103.7 FM, known by call letters W279AQ, has been playing this little diddy about 411 times each day. So why the Astley love? Apparently, 103.7 FM -- which has played R&B, alternative, top-40 and more over its long history -- will become a station with a new format, and playing "Never Gonna Give You Up" is a way to draw attention to itself.

Update 6/19/14: The Facebook page for 103.3 FM KLOU shows that an announcement will be made about 103.7 at 1 p.m. Thursday. End of update.

Update 6/20/14: The new 103.7 FM, now called "Louie," has debuted, and we're not fans at all. Read our take on St. Louis' newest radio station. End of update.

A bit of sleuthing shows that Educational Media Foundation, which operates the national K-LOVE and Air1 radio networks, has applied for and has been granted permission to operate an FM translator through the station. K-LOVE is adult contemporary Christian programming, while Air1 is contemporary Christian hits, both of which... uh... surprise us.

But wait, there's more to unravel! We initially heard about the Rickrolling from a DJ on 103.3 FM KLOU. KLOU is owned by Clear Channel Communications, as is 93.7 FM KSD, which posted on Facebook June 17 about Astley's hit on repeat. Radio stations generally only promote news about other stations within their own ownership family, so we're fairly certain that Clear Channel also owns 103.7 FM. The mass media company currently operates gospel, classic hits/oldies, urban adult contemporary, country, top-40 and rhythmic contemporary formats on the FM frequency in the St. Louis metro area. If EMF were to broadcast contemporary christian rock on Clear Channel's 103.7 FM, it actually would complement the current portfolio fairly well.

Industry blog RadioInsight recently shared that Clear Channel has registered Louie1037.com and various iterations as domains. The blog also ponders what type of format 103.7 FM -- which operates out of Mascoutah, Illinois -- ultimately will take, speculating that it will be a type of rock.

What does all of this mean? Heck if we know. We've reached out to Clear Channel for clarification and comment, and we'll share official news as we receive it. But for now:

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102 comments
Sheli Overton
Sheli Overton

My car's lights went out on the stereo. I never really know what station I am tuning into until I get there. Ah, the scan button. I must admit, getting Rick-Rolled once a day was getting old. FAST!

Nat Sirius
Nat Sirius

Personally, I would LOVE to get Gen-X back. It was my childhood all over again, lol.

Nat Sirius
Nat Sirius

y98 used to be awesome when I was growing up. I miss the "No-repeat Tuesdays".

Nat Sirius
Nat Sirius

I'm not bashing. Just disappointed it wasn't what I had originally heard it was going to be.

John Lupia
John Lupia

That station sucks. They had a great opportunity to bring people who don't listen to the radio back in to the fold but decided to play butt rock. It could have been a good station.

Jon Link
Jon Link

I'll do you another favor... Get Spotify. It's awesome.

Jon Link
Jon Link

I'm pretty sure this is America and you can play whatever you want on the radio. What is frat rock by the way?? Here's an idea... If you don't like it change the station. Then take a big step and get off your soapbox of hipster self righteousness.

Laura Dee
Laura Dee

And a guy named after lunch meat knows what I should care about and shouldn't? .... yeah....

James Skaggs
James Skaggs

I'm kind of burned out on all the "too cool" Gen "Y not me" ers who won't listen to local radio. God forbid you support local dj's who give you actual human interaction! Hipsters think a lot more of themselves than anyone else does! And the RFT is just as guilty encouraging the "hipster" attitude! That is all!

Bethany Hamilton
Bethany Hamilton

What does Frat Rock mean? Does it mean College Rock, but depends on when u went to school?

Kathi Barnett- Bilbrey
Kathi Barnett- Bilbrey

Just doesn't come in too good in the Florissant area. .I don't care about the man up ..I just want to hear some good music when I'm in the car...

Laura Dee
Laura Dee

I'm with Allison. The tag line, "Man Up" is an insult even to men. Dudes, why are you cool with being told you're not "man" enough? It's stupid and misogynistic crap will only come from it. I won't be tuning in and neither will my husband

Trent Bronson
Trent Bronson

Can I come work for the RFT? I can write one shitty article per month and change the headline every 6 hours to make it look like new content.

Deb Woods
Deb Woods

You haven't heard true misogyny on the radio until you've been subjected to Frank (wrong) Opinion on the AM dial. How does that loser even stay on the airwaves?? Answer: because a ton of unenlightened neanderthal males listen to him and find nothing wrong with his nonstop misogyny.

Amanda Schramke
Amanda Schramke

They obviously have to cater to people who listen to the radio, if you still listen to the radio you likely listen to terrible music. I don't see why this is such a surprise.

Karma Starshine Brightly
Karma Starshine Brightly

We are party people. I don't mean drugged out or beer can crushing on the forehead party people who sit around and get all philosophical on stuff. Just people who like to hang out with our buddies. It's good background music for everyone. Not like kshe or the point. If you need kshe music or the point music, then get some exercise and change the station.

Richie Bryan
Richie Bryan

Why bash a new station? If you dont like it, dont tune in. Gives me more opinion about rft than it does the new station. Im guessing its more political between rft and 103.7 than just the music they play. Man up rft

Jane Fuller
Jane Fuller

Love it. I think ALL the stations talk way too much . Happy to have another option.

Kevin Rudroff
Kevin Rudroff

What the hell do you expect? Seriously? Its commercial radio! As far as the "man up" thing no matter what music you listen to these days or what culture you come from everyone is walking around with a too tough attitude and a presence of being impenetrable and unconquerable not to mention insensitive. Unless it comes to animals.

Julie Heyen
Julie Heyen

I agree..... it is mix of rock but it's mostly crap rock

Randi Cory
Randi Cory

The only radio station we get at work is Y98 :( it's mind numbing torture.

Tony Bologna
Tony Bologna

God you're so edgy, I can't even take it.

Tony Bologna
Tony Bologna

America: where we have so little to worry about in our day to day lives so we get butthurt over a radio station.

Nat Sirius
Nat Sirius

I was originally looking forward to this station because I'd heard rumors that it was going to have an all-electronica format, but was pretty disappointed to find out it's yet another rock station. Don't get me wrong. I LOVE rock, but seriously? We've got enough rock music stations here already.

Nakia Simpson
Nakia Simpson

Things are getting more expensive especially gas…so why not start working in your own home and set your own hours! While you’re getting paid your also helping others in ways you could only imagine! To get started just inbox me and start living life the way it should be lived!!!!

Ray Thomas
Ray Thomas

fuck st louis radio ,sirius baby

Jacki Becker Haarmann
Jacki Becker Haarmann

Kim Piant Jen Weiland Brown Nikki Thornton Kreitzinger. I think we were Rickrolled back in the day in Florida. What was that song? Breaking up by email???

Beth Davis
Beth Davis

Yeah, I missed it! Tho I like the new "dude" format (point/kshe-estrogen), I wonder how long it will last?

Matthew Susick
Matthew Susick

It's now Louie 103.7. Man, Clear Channel is really hellbent on challenging Emmis' dominance in the St. Louis market when it comes to rock (KSHE, KHITS, The Point). Thought they would've learned after their last failed attempt with 100.3 the Brew a few years back.

Jeannie Hill
Jeannie Hill

i was WAITING for this to be acknowledged!

Jesda Ulati
Jesda Ulati

Can we finally get a station that plays traditional Laotian dance music? I feel like we're long overdue.

Ken Lamar
Ken Lamar

3 co-op cars in down town off Washington ave Rick rolled us 3 times on Tuesday night. It was awesome

Jane Fuller
Jane Fuller

BTW.....its now a rock station new and old. Just listened to it in my car.

Jason M Parker
Jason M Parker

Can't pick the viper up unless you are in north county

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