The station enjoyed a loyal following until May 9, 1991, when, after Nationwide Communications bought the station, KMGC began stunting with a series of formats ranging from rock oldies (as "Cool 102.9" on May 9) to country (as "Kickin' Country" on May 10) to an all-Beatles format (also on May 10), and then party cocktail noise on May 11 and 12, before changing to its current callsign and settling on its long-running hot adult contemporary format as "Mix 102.9" on May 13 at 5:30 a.m.[2][3] Program Director Pat McMahon, Assistant Program Director Steve Knoll and Production Director Dave Kay planned the stunting.

In 2009, Clear Channel (now iHeartMedia) laid off over 2,000 employees to lower costs and forced its "Mix" branded stations to voice track most of their airtime, leaving very few live personalities across the nation.

Zazza then became the morning host at former competing station CBS Radio-owned 103.7 KVIL, which flipped full-time to Hot AC/Adult Top 40 in early 2014.

In 2011, in response to changing listener habits, KDMX began adding more hip-hop and EDM titles to its playlist, and was briefly marketed as "The New Sound of Mix 102.9".

[6] On May 18, 2012, KDMX rebranded as 102.9 Now,[7] dropping most modern AC artists, and shifted to an adult top 40 format heavy on currents and recurrents.

The switch back to Hot AC was likely due to low ratings, as well as to avoid playlist overlap with sister Top 40 KHKS.

[9][10] KDMX originally launched a secondary HD Radio (HD2) subchannel known as "The Music Summit", broadcasting an AAA format.

Beginning January 8, 2014, KDMX-HD2's format has been changed to a syndicated Delilah nighttime love songs program that was previously dropped by KVIL.