It is part of the Florence/Muscle Shoals, Alabama, radio market and is owned by Mike Self and Parker Griffith through licensee Singing River Media Group, LLC.

WMSR-FM began as country WTNR-FM, simulcasting WTNR from Waynesboro, Tennessee.

As of August 30, 2013, the station flipped from contemporary hit radio (CHR) to adult album alternative (AAA), keeping the "Star" name.

[3] In late March 2018, WMSR-FM changed their format from adult album alternative to urban contemporary, branded as "Power 94.9".

[4] On April 26, 2019, WMSR-FM changed their format from urban contemporary to country, branded as "94.9 The Bull".