104.3 fm, dubbing itself “North Pole Radio”, is playing continuous Christmas music for listeners in The Coachella Valley.
Why? Well, it being a new signal in town, the station is most likely “stunting” – playing something out of the ordinary and different to attract attention before switching to whatever format the station will be in the long term. I am told that Valley 105.1, which debuted last week, did the same thing for several weeks before switching to oldies.
And while Christmas music in July might seem a bit weird – at least it is not syndicated shows and Taylor Swift every other song like all of the other radio stations in town.