Mid-West Family Broadcasting announced this week that it is bringing back "98.3 The Coast" branding on its WCXT-FM (Hartford/Benton Harbor).  For several years now the frequency was host to "Live 98.3" and featuring an alternative rock format.

The refreshed version of Coast debuted this past Wednesday (4/1); and according to a station press release, the station celebrates lake life, wine culture, and modern hits. Station Lead Jonny Reinhardt told sister WSJM that the station at 98.3 FM has gone through several transitions in recent years and he’s been working hard to bring it roaring back to life.

“I think this is a perfect station for the female audience, the moms, the around 35 to 40 year old women that love hanging out in Southwest Michigan, having great times with their friends and family,” Reinhardt said, “It’s just a good feel and vibe of what it’s like to live here in Southwest Michigan.”

Reinhardt says 98.3 will feature big name artists like the Red Hot Chili Peppers, the Goo Goo Dolls, Weezer, Coldplay, and Ed Sheeran.

“We’re calling it Modern Hits. Really, it’s a lot of music that you can listen to while you’re driving in the car, maybe you’re hanging out at a winery or a coffee house. You’re going to know every single song, and you’re going to want to sing along to it.”

The popular Brooke & Jeffery morning show will remain, and Reinhardt says the station will add more local personalities over time. He’s also excited to make 98.3 The Coast a partner in the community.

“Another thing I love about bringing this station back is that we’re reinvigorating those connections that we’ve had in the community. Things like the Krasl Art Fair. So you’ll see us out there. The Connection with great organizations like The OutCenter of Southwest Michigan and just all of those great non-profits that we work with and have worked with.”

The newly rebranded 98.3 will be a station connected to music, lifestyle, and the community.

Reinhardt also serves as afternoon host on sister WYTZ-FM.