It broadcasts an all-news radio format under iHeartMedia's Black Information Network, targeting St. Louis's African American community.
[2][3] The move was to attract younger male listeners away from Emmis Communications' KSHE and KPNT, but the attempt proved to be a failure.
[5] On May 24, 2017, at 6 a.m., after playing "No Man Is an Island" by Tenth Avenue North, KLOU-HD2/W279AQ began stunting again, this time with songs featuring the word "magic" in the title.
On May 26, 2017, at 10:37 a.m., W279AQ switched its primary feed to KMJM-FM's HD2 sub-channel, and flipped to Urban AC as "Majic 103.7", returning the heritage brand to the market for the first time since November 2014, when KMJM-FM flipped to classic hip hop and rebranded as "The Beat" (another heritage brand in the St. Louis market).
[6] This is the fourth incarnation for the "Majic" branding in St. Louis, as it originated in 1979 on 107.7, then moved to 104.9 in 1997, and then to 100.3 in 2012 before the format was dropped two years later.