MPR Partners with KMOJ To Create Urban Alternative Format

Posted on by Jon Ellis

Minnesota’s biggest public radio organization is partnering with “The People’s Station” to create a new Urban Alternative format for the Twin Cities.

With help from a $400,000 Corporation for Public Broadcasting grant, Minnesota Public Radio’s “The Current” and KMOJ/89.9 (Minneapolis) will work together to create a new format that will stream online, replacing MPR’s Prince-inspired “Purple Current” stream. MPR says in a news release that the yet-to-be-named service will serve “Minnesota’s younger and more diverse music fans.”

“With recent changes in the local music market, The Current identified a significant need for a new music source in the Twin Cities with a focus on new and local hip hop and R&B. Station leadership also saw a significant opportunity to reach local diverse communities and music fans ages 18-44, both growing populations in the region.”

MPR news release

The new service’s programming will be integrated into parts of the lineup on main Adult Alternative channel of “The Current” (KCMP/89.3), according to MPR’s news release. The CPB news release announcing the grant also mentioned plans for an HD2 channel, but MPR’s announcement did not say whether the full-time service would be available over the air.

“The Current” will add several new positions for the new service and will also collaborate with KMOJ to share content, develop talent, and build social media channels.

The new service is expected to launch by mid-2022.

MPR and KMOJ are among three groups receiving new grants as part of the CPB’s effort to expand Urban Alternative formats. This year’s other recipients are WYMS (Milwaukee) and WJSU (Jackson, MS). CPB has previously supported efforts to bring the format to Chicago, Denver, Houston, and Norfolk, VA.