Beasley has rebranded Top 40 WHHD as Party 98.3 in Augusta, GA. The station officially launched Friday, July 3 at 5pm under the new identity “The #1 Hit Music Station.”
What We Know: The rebrand followed two days of stunting with non-stop Taylor Swift hits, timed to her Friday wedding. Beasley launched the new brand with a Commercial-Free Launch Weekend. The promotion gave listeners uninterrupted access to the biggest hits. Party 98.3’s first major promotion, “Free Gas Friday,” arrives this Friday, July 10, offering listeners a chance to win free fuel.
What They Said: Beasley Chief Content Officer Justin Chase called the move a deliberate effort to build energy beyond the radio dial. “Party 98.3 is all about creating an exciting, energetic brand that connects with today’s listeners both on-air and beyond the radio dial,” Chase said. PD Adam Star added that great stations earn their place in the community. “Party 98.3 was built to reflect the energy and spirit of the Central Savannah River Area,” Star said.
What Remains Unclear: The station has not announced specific programming changes beyond the rebrand. It is also unclear whether additional format shifts will follow the launch. No details about new on-air talent moves have been released.
What It Means: Beasley is clearly pushing to energize a summer audience in a competitive market. The strategic timing around a holiday weekend maximized launch visibility. Furthermore, the “Free Gas Friday” promotion signals an intent to build ongoing listener engagement. This rebrand positions Party 98.3 as a community-first brand with promotional momentum already in motion.
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David Hill serves as a Music Radio Editor, Columnist and Features writer for Barrett Media. A radio lifer with more than 30 years behind the mic, in the control room, and in the program director’s chair, David’s career spans influential stops at brands such as WIYY 98 Rock, WBAL-AM, and 99X. He has worked across multiple formats and ownership groups, including iHeartMedia and Cumulus Media, developing talent, breaking music, and navigating every major industry shift from diary to PPM and terrestrial dominance to streaming disruption. When he’s not writing or analyzing the industry, Dave runs The Tune Farm, a marketing firm built to help artists and brands grow audience the same way great radio always has—by creating connection, not just impressions. He can be reached at David@BarrettMedia.com.