Max Media of Coastal Virginia is steering one of its heritage signals in a new direction, as 92.9 The Wave officially rebrands as “Yacht Rock for Coastal Virginia.” The decision marks a format shift designed to better align with regional lifestyle and evolving listener tastes. It positions the station squarely in the lane of smooth, melodic hits that dominated the late 1970s and 1980s.
Songs from Michael McDonald, The Doobie Brothers, Toto, Kenny Loggins, Steely Dan, and Christopher Cross form the backbone of the new playlist, which Max Media believes fits naturally with Coastal Virginia’s relaxed, water-centric culture.
Operations Manager Jay West said the decision reflects both audience demand and a renewed appreciation for music tied to what many listeners consider a simpler, more optimistic era. “These songs have the ability to bridge generations. There’s a real thirst for this music from a smoother, simpler era. The 70’s & 80’s are back in style,” said West.
Keith Barton, vice president and general manager of Max Media of Coastal Virginia, described the reimaging as a strategic evolution rather than a departure from the station’s core mission.
“The reimaging of 92.9 The Wave as Coastal Virginia’s Yacht Rock station is a natural fit,” said Keith Barton, Vice President and General Manager of Max Media of Coastal Virginia. “This format delivers feel-good music that listeners know and love. We’re excited to introduce a station that reflects the relaxed coastal lifestyle of our community.”
Beyond the music, the station plans to lean heavily into local identity and personality-driven programming. Familiar on-air voices will remain part of the lineup, guiding listeners through a curated mix of Yacht Rock titles, including deeper cuts that rarely receive traditional radio airplay. The station also intends to expand coastal-themed promotions, contests, and community events that reinforce the brand’s connection to life on and around the water.
From a broader industry perspective, the move reflects continued fragmentation within music radio formats, as operators prioritize niche branding and lifestyle alignment over wide but less defined musical lanes. Yacht Rock, once considered a novelty label, has emerged as a reliable performer in several markets, particularly in coastal and retirement-heavy regions where listener loyalty and time spent listening remain strong.
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