Star 94 has a new format. The Atlanta station is now calling itself “The New Star 94: The Rhythm of ATL.”
What We Know: The station shifted to a rhythmic adult contemporary format, blending dance pop, R&B, and hits spanning four decades. It relaunched at 3 p.m. with Michael Jackson’s “Wanna Be Startin’ Somethin’.” The music mix pulls from the 1980s through today, including artists like Notorious B.I.G., Aaliyah, Dua Lipa, and The Weeknd. Morning host Jenn Hobby remains on air after last week’s cuts to her team.
What’s at Stake: Star 94 has been trailing its pop rivals for years. In August, it pulled just a 2.1 share overall, ranking 17th in the market. Among women 25-54 — its core target — it ranked 18th with a 2.0 share. Meanwhile, B98.5 led that demo with a 6.1. The station needs this repositioning to generate real ratings momentum.
What Remains Unclear: It’s uncertain whether the format shift will connect with listeners long-term. The station hasn’t confirmed full staffing plans beyond Hobby and Kannon. How the new sound competes directly against Power 96.1, B98.5, and Q99.7 remains to be seen.
What It Means: Atlanta’s pop radio landscape keeps getting more crowded. Star 94 spent years as a mainstream pop player, but now finds itself chasing a different lane. The station is betting a diverse, feel-good mix of familiar hits will set it apart from rivals playing the same songs at the same time. It’s an interesting pivot — Star 94 once helped define Atlanta pop radio, and now it’s reinventing itself to survive it.
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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.