Townsquare Media Northern Colorado announced today that KMAX 94.3 FM will launch 94.3 Loudwire a ‘Mainstream Rock’ format, replacing the now existing format.  The ‘Loudwire’ brand is an extension of Townsquare Media Group’s leading national active rock website Loudwire.com94.3 Loudwire will partner with to provide unique, engaging in depth content related to today’s rock music and rock personalities.

“Northern Colorado has been longing for a station delivering this type of content, focusing specifically on the communities of Fort Collins, Loveland, and Greeley, and playing the best current rock music,” commented Townsquare Media Northern Colorado Operations Manager George King.

Additionally, Townsquare Media announced that ”Free Beer & Hot Wings” will bring their morning show to the new station from 5am-10am weekdays.  Gregg "Free Beer" Daniels and Chris "Hot Wings" Michaels have been entertaining audiences to critical acclaim since 1997.

“I am thrilled that we will be able to deliver an even stronger male audience for our advertisers,” said Townsquare Media Northern Colorado Market Manager Pete Hanson.  “Not only will the new station allow our clients to reach adult males in Northern Colorado in new ways, but our companion website, and signature live events will be strengthened by the new brand and content.”

The new station will launch Monday, December 3, 2012.