New 103.7 FM Says "Man Up," Forgets Women Who Don't Wear Bikinis Exist

Categories: Fiesta!

Louie1037WebsiteBikiniScroll.jpg
Louie1037.com
Maybe these women have music coming out of their asses?

Rick Astley is a freaking tease.

All this week 103.7 FM, a Clear Channel radio station in St. Louis' metro region, has been playing Astley's "Never Gonna Give You Up" nonstop in a stunt to drive interest in the launch of the station's new format. And, honestly, it seemed to have worked. We saw St. Louisans commenting all over Facebook and Twitter about the craziness of the Rickroll, and our original report on the topic became one of RFT Music's most-shared stories of the week.

But it was all a lie.

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

While Astley's 1987 tune seemed to promise jolly fun with dancing and long coats, the new 103.7 FM offers none of that. What the station -- now called "Louie" -- does present to St. Louis is cock rock and a neon "No women allowed, unless you're in a bikini" sign. But we have a feeling that Clear Channel doesn't see a problem with that, so let's take a hard look at Louie and talk about how St. Louis is getting screwed.

Louie1037WebsiteChicks.jpg
louie1037.com
It's the CNN of radio websites.

Only real schlongs allowed

Women in St. Louis have special vaginas that discourage listening to rock music. That's the only plausible reason we can come up with for the way 103.7 FM ignores women in all forms. Well, not in all forms, but we'll get to that in a minute.

Not only are women apparently too delicate for guitar-driven music, they have nothing to do with music in the first place. In the first on-air Louie promo spot, Metallica, Linkin Park, Nickelback, Ozzy Osbourne and more greeted listeners, but out of the 31 musicians previewed, none were women, leading us to believe that 103.7 FM -- like many of the rock stations St. Louis already has -- doesn't think lady rockers exist. Lita Ford? Nope. Chrissie Hynde? Fuck her. L7? Trash. Women obviously don't create music, and they certainly don't rock the hell out while listening to it.

God, that hurts even to joke about.

Look, sometimes targeting a certain gender demographic makes sense. Crystal Light caters to weight-conscious women seeking hydration, and Bud Light covets dudes who want to party but are afraid of craft beer -- those aren't surprising. But the product 103.7 FM is selling is music, an art form listened to and created by men, women and everybody in between. Gendering music makes as much sense as gendering Bic pens.

But as we get to know Louie more, we don't expect 103.7 FM to play female artists beyond the rare Heart song. This station obviously wants to be the Axe body spray of St. Louis radio -- bursting with superficial testosterone and glorifying the bro way. Need proof? Here's how Louie introduced itself on Twitter. (Note: Twitter tells us that @Louie1037 now has been suspended, which is why you don't see the full embedded tweet below.)

Want more? Check out the station's website, where Louie's tagline, "Man up, St. Louis," is in the masthead, and "Babes" gets its own priority section. When we peeked in on June 19, the front-page story slider featured items such as "Who's Hotter: Miss USA vs. Miss America," "Name That Booty" (guess which celebrity owns the pictured ass) and "Wet N' Wild" (women in bikinis). Plus there was a whole sidebar of the latest T&A news. Obviously, people won't be using louie1037.com as their music-news source. We thought the morning misogynists on 105.7 FM KPNT were bad, but we predict that dudes at 103.7 FM will top those guys and get raging boners while doing it.

Oh, and then there's this little nugget that radio-industry website All Access posted from Stephen Stewart, Clear Channel's regional programming director for St. Louis:

"Louie 103.7 will be a real man's station - for guys who like beer, BBQ and really good rock music."

A "real man's station," huh? OK, so 103.7 FM is not for straight women, gay men, men who don't drink beer, people in various places on the Kinsey scale, children or those who disagree that Nickelback is "really good rock music." Got it.

"We're excited to bring a rock station to St. Louis that we know will really resonate with our listeners."

"Resonate." Right. Thanks, Stephen. We're sure that St. Louis residents can't wait to check out Louie some more -- that is, the ones who like their babes to be seen and not heard.

Check out more of 103.7 FM's crimes against St. Louis on page two.

My Voice Nation Help
179 comments
luvsavengedsevenfold
luvsavengedsevenfold

While I could do without the whole music elitism and crap, the thing that bothers me the most of about this is the insinuation that women can't like heavy music. The notion that women would rather listen to Maroon 5 than rock it out with bands like Avenged Sevenfold, Disturbed, Five Finger Death Punch, Alice in Chains... and, hell, Led Zeppelin! That these marketing folks act as if the only Five Finger Death Punch that women could possibly appreciate would be slow songs like Remember Everything (blech!), and that women can't possibly appreciate scorchers like Under and Over It or Lift Me Up!


I've nothing against Maroon 5 or people who like them, and I don't doubt that they do have some male fans even - but, for me... I'll take Avenged Sevenfold, Five Finger Death Punch, or Disturbed over Maroon 5 any day!!

TTTT
TTTT

Is there anything worse than a feminist hipster?  Relax and let us have this.  Out of the 20 or 30 radio stations we get to choose from there's ONE station geared specifically towards men and RFT has to shit all over it like 2 girls and 1 cup.  103.7 is genius, they didn't limit themselves to just classic rock or just new shitty rock.  They can play whatever they want and they back it up with ass and titties.  give me a beer (craft or Bud Light, cuz either will get me drunk), their website, and a radio and I'm set for the day.  Fuck off RFT, stop trying to be too cool and let us rejoice that there's finally a radio station that will play ANY good Rock n Roll. 

P.S.  Long Live Dio, You'll be missed you crazy fuck.

anonymous
anonymous

 Seriously? Is this "journalist" for real? The answer is so simple, "organic," if you will.... If you don't like it, if it doesn't appeal to you, don't tune in! Amazingly, in this "free love," diverse society of ours, we have hundreds, if not thousands of music and media options to choose from. Find something YOU like and leave everyone else alone! "Live and let live," right? Likewise, because of this embarrassing piece, I will exercise my right to choose a different source of local news. Seriously RFT, you fashion-forward, uber-liberals ought to know .....whining doesn't look good on anyone, not even hipsters.

anonymous
anonymous

Seriously? Is this "journalist" for real? The answer is so simple, "organic," if you will.... If you don't like it, if it doesn't appeal to you, don't tune in! Amazingly, in this "free love," diverse society of ours, we have hundreds, if not thousands of music and media options to choose from. Find something YOU like and leave everyone else alone! "Live and let live," right? Likewise, because of this embarrassing piece, I will exercise my right to choose a different source of local news. Seriously RFT, you fashion-forward, uber-liberals ought to know .....whining doesn't look good on anyone, not even hipsters.

rockystixxstone
rockystixxstone

This station is awesome so far. Who gives a rats ass if they promote as a man station. Woman, gay men, whomever, can listen to great music. This station plays the hard alternative, grunge and metal, that the Point used to play before they wussed out and went to a light alternative format. They also play the hard stuff KSHE plays, minus the creepy 'classics' and Jethro Tull type stuff. As a fan of hard rock, metal and hard alt, this station fits the bill. The man stuff is cheesy, but this station is not doing what the Point used to. I like it. Your article ripping this station is way too one-sided and just plain stupid IMO.

Max Hinze
Max Hinze

Apparently the RFT now supports censorship. As long as they don't like something it must go away.

Kirsten Parriott
Kirsten Parriott

Doesn't seem to stop you from reposting their ass photos over and over.

Tori Ramsey
Tori Ramsey

Only when they do way back at 5 or way back weekends Les.

Lance Lingle
Lance Lingle

Dear RFT, Please go turn on KDHX crack open a Luke warm IPA in the CWE and stop giving a fuck. I think you are just pissed because Morrisey cancelled yet another tour.

Brandi Hobson
Brandi Hobson

"Real men" must have shitty taste in music if they got that dbag from Nickelback for a sound byte.

Craig Aye
Craig Aye

I don't give a crap about that, I like that it is a mix of the Point back when it was good and what KSHE always promised to be but never lived up to.

Brad DuValeus
Brad DuValeus

Listen to 105.7 in the morning for five minutes..and then try and complain that this station is too offensive or sexist.

Ro Lo
Ro Lo

There are way more terrible radio stations that need to go, get over it

Cara Barnard
Cara Barnard

If the target demographic for the station is men, as indicated by the slogan "Man Up St. Louis" and the women in bikinis, why does the writer complain that the station isn't geared towards women? Obviously they don't care if women listen. Why should they cater to everyone? Next are you going to tell us that we should be outraged by the amount of drinking songs and songs about trucks on the country stations?

Christopher Harrison
Christopher Harrison

No, we _NEED_ this station. Ladies need a quick way to identify douchebags when they're in camouflage.

Christopher Kettler
Christopher Kettler

There also is a classic rock station at 93.1 out of Perryville that can be heard throughout St. Louis now after they upgraded to 50,000 watts.

Matt Thomas
Matt Thomas

The RFT only likes music if it's a song no one has ever heard being played by weeping asexual in a fedora and skinny jeans.

Christina Toth
Christina Toth

Bit of a long article on something you don't like. There are plenty of good stations in STL, you have to look. If that's not good enough, there's plenty of apps out there to find what you want. Stop fishing already.

Bambi Zj Baker
Bambi Zj Baker

Better than the Point havent listened to that station in 4 years Still wont

Bear Eggers
Bear Eggers

Again? I wouldn't even know this station existed if it wasn't for RFT. Did this station kill your dog or something?

Brian Johnson
Brian Johnson

I get the feeling this was written by a guy. Seriously when was the last time the RFT wrote a positive spin on anything? I guess complaining and whining is considered good journalism these days.

Randy Clark
Randy Clark

Well, come to think of it, I tend to ignore women who don't wear bikinis too. I suppose this means I must slash my wrists.

Brian Boyd
Brian Boyd

Is this like the 5th or 6th post by the RFT concerning this? Give it a rest.

April Hill
April Hill

Didn't they just post this story the other day? Are we all supposed to be up in arms about it or something?

Jason M Parker
Jason M Parker

we tuned in. It sounds like KSHE and the Point had a bastard child in Jefferson County, while KHITs watched.

Matt Berger
Matt Berger

If you don't like it, don't listen. Christ between satellite radio, Internet radio, Pandora, Spotify, and your iPod does EVERYTHING have to meet your level of acceptance?

Brandon Herges
Brandon Herges

I've been listening to this station off and on just to annoy RFT's god-awful whiny writers.

Amy Burger
Amy Burger

So lame. Great article though, Allison!

Daniel Williams
Daniel Williams

Seriously......if you don't like something and it is hurting no one. Don't fucking pay attention to it dipshit. Mechanics and builders need something to listen to at work. So if you are a feminist or some shit.....try meeting at the Y98 or JoyFM with all your other faggot friends.

Heidi Ham
Heidi Ham

What is the bid deal? There are a million stations- so dont listen if you dont like it. Im sure there are enough single frat guys for them to market to so let them enjoy it. Everyone else find your own style and quit bitching about 1 channel out of a thousand. If you are offended by men finding women in bathing suits sexy; well then I guess you are an idiot! All guys like sexy women- thats why Hooters hasnt gone out of business or the east side strip clubs. There will always be a market for guys to drool and be men. Its the man cave of radio

Brian Weidler
Brian Weidler

What else would you expect from fucking Clear Channel?

jealousblues1
jealousblues1 topcommenter

I think the music is fine and Im glad we have the station (wish we had classical back though!) but I dont care for the whole "IM A REAL MAN, BEER, BBQ ETC" branding thats been happening lately.

Carrie Daugherty
Carrie Daugherty

listened to it the first time today. was ok. but nothing i would put on preset. but way better then z1077!

ijostl
ijostl

Is it a coincidence that all the hard core feminists are either fat, or ugly, or lesbian or all of the above?

aaronmccoy242
aaronmccoy242 topcommenter

Calm down you fucking bra burning hipster, don't choke on your hummus and kale.  Just because something isn't marketed directly to YOU, doesn't mean you have to shit on it.  Just put on some the Shins and pet your rescued dog and think about food trucks and all will again be well.

Erica Dunlap
Erica Dunlap

I love all of the comments referring to the music sued on this station as "hard rock or heavy metal"....lol

James Knight
James Knight

Not defending it, but why, because it isn't interesting to you, are they scum? I swear, RFT is losing me. It's complaint after complaint lately. Stupid, petty complaints too. Cover a REAL news story...fuck...

Homer K Blua
Homer K Blua

Kill ugly radio .... But not just this one ... Lets run a the corporate entertainment outa town... We will be an oasis of culture then. I mean good luck with it but Ill help.

psychickitty47
psychickitty47

@anonymous Good rock 'n roll is hard to find on the radio in St. Louis. This station plays decent music but their bias is annoying.  I'd prefer to listen to the music on the station without them constantly reminding me to "man up".  Too bad I'm a fucking woman, now get back to the tunes. 

chimpo
chimpo

...because all builders and mechanics listen to ozzy osbourne?

aaronmccoy242
aaronmccoy242 topcommenter

@DeaconDandy @aaronmccoy242 this post was intended to be funny and filled with obvious hyperbole in the same vein that most RFT articles are written (too harsh?).  In todays society the goal of the media seems to be to induce polarization and a nice technique for accomplishing this goal is to have people speak on products or topics for which they are the antithesis.  Is a Ted Nugent review of a Tegan and Sarah album relevant? No.  Is a foreign film watching thirty something female vegan journalist going to think highly of a radio station marketed to uneducated white hoosier males? of course not.  However, I would imagine that said author would flip her lid if I recalled the smell of rotting fish tacos and horrible music back in the Lilith Fair days.

Now Trending

St. Louis Concert Tickets

From the Vault

 

Clubs

Loading...