Atlanta’s Christmas Music Scene Shifts: A New Star Rises!
In a dramatic turn of events, Atlanta’s holiday music landscape is undergoing a transformation. Audacy’s WSTR, a Rhythmic AC station known as ‘Star 94’, has boldly claimed the coveted role of Atlanta’s go-to Christmas music station. But here’s where it gets interesting: this move comes at the expense of a former market leader.
The station formerly known as Salem’s Christian AC ‘104.7 The Fish’ (WFSH-FM) had been the traditional home for Christmas tunes in Atlanta. However, following its sale to K-Love Inc. earlier this year, the holiday music throne was up for grabs. And this is where WSTR made its move. In December 2024, WSTR strategically played Christmas music on weekends, resulting in a substantial ratings boost in the Holiday 2024 Nielsen Audio ratings. Meanwhile, WFSH-FM’s ratings took a hit, dropping from a high of 10.5 shares in Holiday 2023 to 6.9 shares in 2024.
Adding to the intrigue, WSTR has now hired former WFSH-FM morning hosts Kevin & Taylor, further solidifying its position as Atlanta’s new Christmas music hub. With Tupac’s ‘Changes’ as the prelude to their transition, one can’t help but wonder: will WSTR maintain this musical direction post-holidays, offering a fresh and unique listening experience?
This strategic shift raises questions about the future of holiday music in Atlanta. Will WSTR continue to embrace this new identity, or is it merely a temporary strategy? And what does this mean for the former market leader, WFSH-FM? Could we see a comeback, or has a new era truly begun?
The battle for Atlanta’s holiday music crown is sure to spark debate among listeners. What do you think? Is this a welcome change, or do you miss the old guard? Share your thoughts and keep the conversation going!