Diemazz

WLLD
City of license	Holmes Beach, Florida
Broadcast area	Tampa Bay Area
Branding	"WiLD 98.7"
Frequency	98.7 (MHz)
Format	Rhythmic Contemporary Hit Radio
ERP	50,000 watts
Class	C2
Callsign meaning	W L L D (play on the brandname Wild)
Owner	CBS Radio
Sister stations	WQYK, WQYK-FM, WRBQ, WSJT, WYUU part of CBS Corp. cluster with TV station WTOG
Webcast	Listen Live
Website	www.wild987.fm

WLLD is a Rhythmic Contemporary Hits-formatted radio station licensed to Holmes Beach, Florida that serves the Tampa Bay area in Florida, and is owned by CBS Radio. Although the target audience of WiLD 98.7 is white, African American, and Hispanic females 18-34, its main competitor is currently Clear Channel-owned Mainstream Urban, WBTP, 95.7 the Beat. WLLD's transmitter is located in Seminole, Florida.

Station history

The kayfabe line is that the station was started by two boys, Josh and Brian, on their father's boat during the first half of 1998. It was also stated to be contraband and irregulated airwaves until they were bought and turned into what is now the station that is broadcast today. In reality, the station just had a very small budget to start with, often resulting in the same songs playing over and over again.

At first, WLLD's musical direction included a balanced mix of hit-driven R&B/Hip-Hop and Dance tracks, mostly to counter rival WFLZ, a move that would pay off up until WBTP (WFLZ's sister station) debuted. Today, the station's playlist is atypical of most rhythmics as it consists of mostly hip-hop and R&B hits, thus is considered to be a rhythmic crossover by Billboard.

The "Original 12"

These songs were part of the original line up at WLLD. As previously mentioned, the budgetary restrictions on the station limited the songs that were played on the air. The following legendary line up was the result.^[1]

(No particular order)

Tone Loc - Wild Thing
Bone Thugs N Harmony - Ghetto Cowboy
Master P - Make em Say Ugh
Jay-Z - Can I Get A..
Aaliyah - Are You That Somebody
2 Live Crew - Me So Horny
Sylk E. Fine - Romeo and Juliet
Adam Sandler - Ode to My Car (Piece of Shit Car)
Notorious B.I.G. ft Puff Daddy & Mase - Mo Money Mo Problems
Mya - Take Me There
Mya - Movin' On
Militia - Burn

Line Up

6am - 10am Orlando and the Freakshow ( with Orlando, Gordie, Paco, Navaho, and Special Ed )
10am - 2pm Scantman
2pm - 6pm Alli that Girl
6pm - 10pm The Nuthouse ( with Buckwheat )
10pm - 2am Stiffy & the I Love Beer Show

The Last Damn Show and WiLDsplash

The Last Damn Show is an annual concert put on by "WiLD 98.7" WLLD in the Tampa Bay Area. It is put on in late October or early November every year since 1999. The show got its title from being the "last damn show" before the world ended in Y2K. Hence, in continuation with the world remaining unscathed. Past performers include Eminem, Destiny's Child, P. Diddy, Busta Rhymes, Bubba Sparxxx, Lil Jon and the Eastside Boyz, Trick Daddy, Luke], Ludacris, Kanye West, and Twista among others. The concert was originally held at The St. Pete Times Forum, but is now held in the more spacious Tropicana Field. It has pulled in over 20,000 in attendance almost every year.

WiLDsplash is the annual concert during spring break out on by WiLD 98.7 WLLD in Clearwater Beach. It has been a Bay Area staple since 2001 and pulls crowds in excess of 15,000 fans consistently. Past performers Busta Rhymes, Bubba Sparxxx, 50 Cent, Sean Paul, Buju Banton, JoJo, 112, Bone Thugs-n-Harmony, Ziggy Marley, Young Jeezy, Stephen & Damien Marley among others.

The 'WILD' branding

WLLD uses the "WiLD" branding in Tampa. The crazy and irreverent presentation and interaction with the audience is in the truest since "WiLD". The brand has since been trademarked by Clear Channel Communications years later since the debut of WLLD, which is due to Clear Channel owning KYLD/San Francisco, who has used the "WiLD" branding since their launch in 1992.

Like KYLD, when "WiLD 98.7" was started, the first song played was Tone-Loc's Wild Thing, hence the station's branding basis.

Station management

• Program Director Orlando Davis
• Music Director Kristy Reif

Notes

1. ^ The list was created with the help of Scantman, Alli that Girl and Rhinestone.

External links

• WiLD 98.7 Website
• Query the FCC's FM station database for WLLD
• Radio Locator information on WLLD

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