Listeners who tuned into 105.3 on the FM dial this weekend, hoping to find the same station that has greeted them for decades, got a big surprise.
Live 105 was gone.
In its place was the new Alt 105.3.
Yes, the famed San Francisco – behind such popular annual concerts as BFD and Not So Silent Night – has been rebranded.
Many found about it via an announcement on the radio station’s Facebook page, proclaiming, “Welcome to your Bay Area home for new alternative: ALT 105.3!”
Welcome to your Bay Area home for new alternative: ALT 105.3! pic.twitter.com/w66daQDOph
— ALT1053Radio (@ALT1053Radio) December 23, 2017
What this change will mean for listeners is left to be seen.
But quick look through the play list on the station’s website (which has also been rebranded) suggests that there won’t be any major overhaul to the music played on the station. Acts mentioned on the play list include Portugal. The Man, Tove Lo, Coldplay, Hozier and Walk the Moon.
There is then, of course, the issue of the on-air personalities and other well-known employees from the Live 105 days. Some fans will be concerned that the rebranding could lead to turnover in the station’s personnel.
On-air personality Dallas Osborn tweeted about the change, announcing to his followers “It’s a thing we’re doing now & we hope you like it. LIVE105 is dead.@alt1053radio is here.”
It’s a thing we’re doing now & we hope you like it. LIVE105 is dead. @alt1053radio is here. pic.twitter.com/TUVlkOd90o
— Dallas Osborn (@DallasSF) December 23, 2017
The station’s longtime music director Aaron Axelsen chimed in about the rebranding on Facebook.
“Goodbye LIVE 105, you’ll always have a special place in my heart, but i’m ecstatic to announce the brand new ALT 1053- The Bay Area’s Alternative!!”
Goodbye Live 105, you’ll always have a place in my heart, and now a big emphatic hello to the new ALT 1053, The Bay Area’s Alternative!! @alt1053radio pic.twitter.com/LcZlgx5Wr4
— aaron axelsen (@AaronAxelsen) December 23, 2017
The station hosted its annual Not So Silent Night concerts in December at Oracle Arena in Oakland. See a photo slideshow and review of the show here.
