92.9 The Wave Rebrands as Yacht Rock for Coastal Virginia

RADIO ONLINE | Friday, February 6, 2026 | 12:48pm CT

WTWV-FM/Norfolk-Virginia Beach

Max Media of Coastal Virginia has rebranded WTWV-FM (92.9 The Wave) to "Yacht Rock for Coastal Virginia," effective Thursday, February 5. The format shift moves the station toward a curated blend of soft rock and pop from the 1970s and 1980s, spotlighting artists such as Michael McDonald and The Doobie Brothers, Toto, Kenny Loggins, Steely Dan, and Christopher Cross.

Operations Manager Jay West said the music resonates across age groups, citing renewed interest in artists and sounds from the era. "These songs have the ability to bridge generations," West said, adding that the 1970s and 1980s are seeing a resurgence.

Keith Barton, Vice President and General Manager of Max Media of Coastal Virginia, called the rebrand a natural fit for the market. He said the format aligns with listener preferences for recognizable hits and reflects the relaxed character of the region.

The station said listeners can expect a playlist that includes well-known Yacht Rock titles as well as tracks that are less commonly heard on radio, hosted by established local personalities. Programming will also feature coastal-themed promotions, events, and giveaways.

WTWV-FM's rebrand continues Max Media's strategy of aligning formats with audience demand while maintaining a focus on heritage music and local presentation.