K-TWIN rebranded; Go 96.3 to focus on modern, local music

K-TWIN is no more, and in its place is Go 96.3.

After a weekend of a weird robot voice chirping over the frequency, the station's new concept was officially unveiled today.

In a press release, Northern Lights Broadcasting says Go 96.3 will feature the musical stylings of bands like Imagine Dragons, Foo Fights, Atmosphere, Fitz & The Tantrums, with sizable helpings of new artists like Vance Joy, Hozier, and the Bleachers as well.

That prompted some local music aficionados to offer up quips like this:

While others compared it to MPR's The Current, which features a similar concept:Music aside, Go 96.3 will remain the home for Minnesota Twins baseball.

In the aforementioned release, Joe Pohlad, Executive Vice President of Northern Lights Broadcasting, says, "With K-TWIN, we built a new home for the Minnesota Twins but with a radio sound that's too familiar. Go 96.3 will be different. Our music will be different, our people will be different, how we position the Twins will be different and how we support our sponsors will be different."

"We are going where music is going, where our baseball team is going and where our community is going," he continues.

Go 96.3 launched at 3 p.m. and is kicking things off with 10,000 uninterrupted songs.

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