Rachel Benton
By Rachel Benton
Every time the lights in my house flickered last weekend, my heart skipped a beat and I began to worry.
Little did I know the power in Thurston County would remain spotty for days after, reminding me of how much I rely on power every day. Even as we pay a monthly power bill, it is still something we take for granted each day. When power flickers or goes out, we become vulnerable.
Just as we pay power bills, we need to do the same for the arts. We need to invest in the artists, theatres and companies we love. Otherwise, we risk the lights flickering or the power going out when we are not ready.
Just as we invest in power, that power shines a light into our lives and gives us just what we need to make the world a better place. I invite you to consider this “power exchange” in both part 1 and 2 of this “Powerful” series.
Part 1 will discuss the powerful closing of a chapter, as we said goodbye to KXXO Mixx 96.1 on Oct. 26 and opening of the new, as we said hello to Bustos Media’s Latin Pop Bilingual station on Oct. 27.
Bustos Media
Bustos Media is media corporation based in Portland, Oregon, with a mission to serve “a diverse linguistic and ethnic population.” Most of their stations are Spanish language, but there are some in Russian, Vietnamese, Korean and Chinese. Our 96.1 is the third station they have purchased in the South Puget Sound and Seattle areas.
Bustos first purchase in our area happened in 2005 when it transformed South Sound Broadcasting’s country music channel 99.3 FM into a Spanish-language station.
In 2019, Bustos purchased 102.9 KZTM and converted its IHeart media platform into another Spanish language station. To give you an idea of the business being done, a Federal Communications Commission filing shows that KXXO Mixx 96.1 sold for $1.5 million.
Saying goodbye
Were any of us ready to say goodbye to KXXO Mixx 96.1? I don’t think so. When I first heard the station was leaving after 35 years, I audibly gasped. How could we actually lose our reliable local radio station? The inconceivable thought became a reality on Oct. 26 when the team signed off for good.
I love the idea of diversification in radio offerings, and the core mission of providing stations featuring music in various languages is wonderful and should be celebrated, but there is still something sorrowful about this. Just as I was not ready for the power to go out this weekend, I am not ready to say goodbye to KXXO Mixx 96.1.
KXXO Mixx 96.1 played a unique role in our community. The radio station:
Provided us with a soundtrack to our everyday lives.
Kept us informed on local news without needing to look down at a screen.
Gifted us with community podcasts created by community members, like Dick Pust, who gave us an insightful look into life in Thurston County and the topics we care about.
Shared and participated in community events.
Partnered with existing organizations, like Little Red Schoolhouse, in providing resources to community members in need.
Created an opportunity for people to win exciting prizes and event tickets through their on- and off-air contests.
Invited artists and arts organizations to come on air. Comedian Sam Miller is one of many guests the station hosted over the years.
Had a social media page that was fun and allowed everyone to engage and feel part of the community.
The closest thing we have to KXXO Mixx 96.1 is Warm 106.9 in Seattle, but they aren’t local and embedded in Thurston County the way KXXO Mixx 96.1 was for years.
The exact station we dial our radios into does not matter. What truly matters is who is going to fill this crucial position in our community?
Use your power
The end of KXXO Mixx 96.1 reminds us that when we cherish something, we cannot let it go and we must do whatever we can to keep our favorite organizations alive.
I think that investing in what we love is the best thing we can do to honor the legacy of a company that loved us so well for so long. Every dollar really does count, so even if you can only donate one, that one will help keep the power going.