On December 1, 2023, a switch was flipped that brought Foxy 106.9 FM to St. Louis airwaves and the internet. At only six months old, the station feels as if it has always been around. That was the whole point.
Foxy 106.9 was established to remind listeners of the good old days of local Black heritage radio stations like KATZ, WESL 1490 and KMJM Majic 108 FM – and in more ways than just its musical format that includes R&B hits and throwback jams.
“We strive to be the heartbeat of St. Louis,” said Jeanne Roberts Johnson. “Everyone is still getting the groove of everything, but it is coming together. And the responses we are getting – people say, ‘we’ve been waiting for this.’ They are hype about it. It makes me excited that they are reacting the way we hoped that they would.”
She and twin brother Michael V. Roberts Jr., Esq. are co-owners of the station along with their father Michael V. Roberts Sr. Collectively they are known as Roberts Metro Broadcasting. Roberts Johnson serves as General Counsel and Chief Financial Officer, Michael V. Roberts Jr. is the company’s Chief Operating Officer. Her husband Jay Johnson serves as chief strategy officer and the elder Roberts is referred to as “The Chairman.”
“Our mission for the station sums it up,” Roberts Johnson said. “Empowering our community through vibrant and diverse voices, Foxy 106.9 is dedicated to delivering the pulse of St. Louis with engaging music, thought provoking discussions and commitment to our local culture.”
When their two promotional vehicles rode down Market as part of the 114th Annie Malone May Day parade a few weeks back, fans rushed up to engage with “The Real Breakfast Crew” morning show co-host Lou Thimes Jr. “That’s The Real Jr.” a parade watcher said – referring to his on-air moniker. She was eager to say she had been listening to him for years. Thimes, a veteran of St. Louis radio, was the catalyst for Foxy 106.9 FM.
Thimes, who also serves as Foxy 106.9’s vice president and GM said, “This is what I call vintage, or traditional community based radio. And that’s what we wanted – that’s what we needed – to bring back to the market because that is what the community was asking for.”
The tagline “St. Louis’ Best Mix of R&B and Throwback Jams,” perfectly describes the musical format for their target audience of 35-65 year-old listeners with an over-the-air reach of more than one-million within the region – and countless more when factoring in online listeners.
“The best way I can describe it is, ‘feel good music’,” Roberts Johnson said. Foxy 106.9 FM also incorporates gospel and a taste of the Blues into their rotation over the weekend.
Michael V. Roberts Sr. has the perfect scenario in his head about the type of experience the station provides.
“I want one day for a family to be having a barbeque in their backyard and have Foxy on and one of the old school songs comes up,” he said. “And I want grandma – who’s sitting there watching the barbeque in the backyard – say, ‘baby, turn that radio up – I want to hear a little more of that blues.’”
Thimes approached Michael V. Roberts Sr. with the idea of buying into his vision of supplying the community’s demand. He agreed and enlisted his children – who worked for the Roberts companies in several capacities over the years – to join him as co-owners and help build the station from the ground up.
Black businesses matter
Corporate interests and national syndication marked the end of the era of community radio. But Foxy 106.9 FM is so St. Louis from its proprietorship, executive leadership and on-air talent. Tammie Holland, Sylvester The Cat, Kiki The First Lady, Tonee Roper, DJ Wrekk 1 are some of the familiar voices who hold it down behind the microphone. Meanwhile, media vets like Nate Dixon, Scott Jones and Maurice Falls join Thimes on the business side.
He also feels fulfilled knowing that Foxy 106.9 FM provides advertising opportunities for emerging businesses that have been priced out by corporate radio and that the station is actively engaged in the community by way of events and promotional activities.
For more information about Foxy 106.9 FM, visit https://foxy1069.com/
Thank you, Guys for playing some Really Cool Throw backs, I Heard you guys playing Ghetto Mafia’s Classic Hit, “Straight from Da Dec” produced by Boni-Edgar, Who is From St. Louis, and Guitarist for “Just In Time”