Charlotte, North Carolina, is one of the fastest-growing metros in the country. Adding new residents at the rate of 100 per day. The market is as diverse as being a Southeast banking powerhouse to the home of NASCAR.
96.9 The KAT is the area’s heritage Country station and is today’s featured brand.
Director of Programming & Brand Strategy Ashley Wilson is steering the ship, or perhaps in this case, the NASCAR, with the goal of staying rooted in the community, being nimble with music, and being visible where Country fans gather.
The Morning Show: Local Voices That Matter
The KAT’s building blocks start with a local morning show.
“We have live and local mornings with Graham B and Sarah Lee. Then we have a lot of talent with strong connections to the market—from Angie Ward to me to Eddie Foxx. All of us love Carolina. This station borders North and South Carolina, so we have a lot of listenership in both states. We’ve been a heritage station here for many, many years.”
Morning show host Paul Schadt set the expectation of a live and local morning show.
“We had a long-time morning show with Paul Schadt for 27 years, and he just retired at the beginning of this year. He’s still an ambassador with the station. Everybody loves Paul, and he’s still very much a fabric of the station.” (BMM 3/10)
“Graham B and Sarah Lee are huge Country music fans. Sarah Lee’s husband is the mayor of one of the small-town communities just outside of Charlotte, so she is extremely involved in community affairs. Graham relocated back to North Carolina after being away for quite some time. He’s from Raleigh originally. We’re really thrilled that we’ve got two people who were born and bred in North Carolina and are representative of the people who live here.”
Community at the Core
Community connection is an integral part of The KAT’s DNA.
“When I think KAT Country, I think connection and community. We are very active in the community, hosting events such as fundraisers, as well as supporting the Carolina Panthers and NASCAR. This is the home of NASCAR here in Charlotte, so we are highly integrated with what they do there. We have a ton of race fans in this community.”
“Charlotte has over 100 people moving here daily. Charlotte is the banking center of the Southeast. So, there’s a lot of diversity in this market.”
All Are Welcome
Charlotte is home to many Country music fans, and The KAT welcomes all.
“You don’t necessarily have to be from North Carolina or from the country to be a Country fan. The stigma about Country music has dissolved quite a bit in the last few years. Country is for everybody. We’ve got a ton of Country fans here in the Charlotte Metro. We just had a Country Club open up down the street from our offices in a high-density area. We have bars here that host country nights. Country is for everybody.”
The station positions itself as “Charlotte’s #1 for New Country,” but that doesn’t necessarily exclude the legends.
“We are new Country-focused, but we also want to honor where we came from. It’s very important that we stay established with the core of Country music and what this station was built around while also looking forward to what’s next.”
Balancing Tradition and New Country
Framing the gold library as event programming allows The KAT to capitalize on emotion without compromising its current hit identity.
“We do have some very strong titles that we play from the ’90s. And we’ll do throwback weekends around occasions—holiday weekends, things like that. We want to have that party atmosphere and sound fun, especially when people are kicking off summer or having that last vacation of the summer.”
How does Wilson feel about the blurring of genre lines with crossovers?
“We want everybody to feel welcome when they come to our station. We also want to identify as a Country station. I think we should always be curious about anything that is Country‑influenced. And if it is something that our audience wants to hear, then that’s something we should play. At the very least, a lot of the things that have come to the surface over the last few years that are Country‑influenced or Country‑driven are well worth highlighting.”
Contesting and Accessibility
Contesting and concert ticket giveaways are tune-in tactics and leverage points.
“We’ve got three major concerts coming up in August, so a lot of our summer has been focused on highlighting those shows. One of the reasons radio will always be a thing is its accessibility. Many of the people who engage with us are simply trying to get through their lives. Some people are living paycheck to paycheck, and going to a concert is not necessarily an accessible experience. We want to be a part of connecting those fans to those experiences. It’s a big part of the fabric of the station.”

Giving Back
Wilson is proud of the station’s community engagement efforts and its ability to respond quickly in times of crisis.
“St. Jude. We do a radiothon every year. We are highly engaged with several nonprofits in our community, including foster care agencies. The hurricane that came through last year. I’m extremely proud we were able to mobilize so quickly to respond to the immediate needs in Western North Carolina. We took the power of radio and our brands and collected tons of supplies that were immediately flown into Western North Carolina. That’s the power of radio and community and connection.”
Being A Friend
Besides the music and community engagement, it’s about companionship.
“Graham B and Sarah Lee get so many calls every day that they’re not even able to answer all of them. People just want to be heard, and they want to connect. We’re living in a world where people are becoming increasingly isolated. Social media has made us more and more isolated.”
“With their show, they’re able to bring together people every morning to have fun and get their mind off whatever is going on. They’re companions to people on their way to work or school. A great way to get the day started on a positive foot.”
“Graham came to us with a lot of relationships with artists. I look at him as the artist’s best friend. He’s so accessible. He and Sarah Lee just hit it off. They’re having a ton of fun.”
“If you listen to the show, you can tell they’re enjoying themselves. We want to provide escapism for people while also being right there with them. We have the same struggles as everybody else. So, we want to provide escapism and let people know we’re right there in it with them.”
Listen to 96.9 The KAT here.
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