Mega 96.3, famed for its annual Calibash concert, was long the only bilingual 'Latin urban' station in L.A. But newcomer Cali 93.9 poses a threat to their supremacy.
Bridgett Diaz is excited for this weekend’s Calibash, the superstar-jammed annual concert put on by local radio station KXOL-FM, better known as Mega 96.3. Diaz was picking up tickets for the sold-out Staples Center concert at the station’s bustling lobby Wednesday, reminiscing about attending Calibash in 2018.
on L.A. radio. The station has relied on loyal listeners such as Diaz, a 34-year-old resident of West Covina, to build its brand. A daughter of immigrants, Diaz didn’t grow up speaking perfect Spanish but feels comfortable in the two cultures. She started listening to Mega about four years ago, when she “wanted to be in my Spanish vibes.”
Since 2005, long before the rest of the world wised up to the force of commercial “Latin urban” or “Latin trap” , Mega has owned this crucially relevant space on L.A.’s airwaves, unchallenged.: The former Spanish pop station KXOS-FM switched to a bilingual Latin urban format, similar to Mega, and called itself “Cali 93.9.”
, and reggaeton hitmakers Sech, Anuel AA and Karol G from Colombia, whose collaboration with Nicki Minaj, “Tusa” is in heavy rotation. Plus, there’s an added element of romance in the bill, as Karol G and Anuel AAMega’s home offices are in a Midcentury tower on Wilshire Boulevard off the Miracle Mile. The station belongs to SBS Radio, or the Spanish Broadcasting System, a Spanish-language media company that grew with radio clan the Alarcón family, in New Jersey.
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