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Las Cruces Today
By the People, for the People
New Rock Station Launches in Las Cruces
Rock 104.9 aims to challenge established players in the local radio market
Apr. 12, 2026 at 5:11pm
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The launch of a new rock radio station in Las Cruces promises to shake up the local airwaves with a bold, fresh sound.Las Cruces TodayBravo Mic Communications has launched a new rock radio station, Rock 104.9, in Las Cruces, New Mexico. The station will compete with the established players in the market, Adams Radio Group's Classic Rock 98.7 and CHR station Hot 103.1, by assembling a lineup of experienced on-air personalities.
Why it matters
The launch of Rock 104.9 fills a void left since 2014 when Bravo Mic shifted 99.5 The Rocket to a country format. This move by Bravo Mic is a strategic attempt to capture a specific audience and carve out a unique path in the local radio scene, which has been dominated by the established players.
The details
Rock 104.9 has assembled a lineup of experienced on-air personalities, including Jack Lutz, a familiar voice in the area who will continue his afternoon hosting duties but now in the mornings; Ricky T Tarin, Operations Manager and morning host of Classic Hits 101 Gold, who will take over middays; and Shannon Ellis, previously at Zia Country 99.5, who will bring her energy to the afternoon drive.
- Rock 104.9 launched in April 2026.
- Bravo Mic shifted 99.5 The Rocket to a country format in 2014.
The players
Bravo Mic Communications
A media company that has launched the new rock radio station, Rock 104.9, in Las Cruces, New Mexico.
Adams Radio Group
The owner of Classic Rock 98.7 and CHR station Hot 103.1, the established players in the Las Cruces radio market that Rock 104.9 aims to challenge.
Jack Lutz
A familiar voice in the Las Cruces area who will continue his afternoon hosting duties but now in the mornings on Rock 104.9.
Ricky T Tarin
The Operations Manager and morning host of Classic Hits 101 Gold, who will take over middays on Rock 104.9.
Shannon Ellis
Previously at Zia Country 99.5, she will bring her energy to the afternoon drive on Rock 104.9.
What they’re saying
“This is a bold step that's sure to spark some debate among music lovers and radio enthusiasts alike.”
— Lance Venta, Founder and publisher of RadioInsight.com
“So, what do you think? Will Rock 104.9 become the go-to station for rock fans in Las Cruces? Or is this just a passing fad? We'd love to hear your thoughts in the comments below!”
— Lance Venta, Founder and publisher of RadioInsight.com
What’s next
Listeners in the Las Cruces area will be able to tune in to Rock 104.9 and experience the new rock sound for themselves. The station's success will depend on how it is received by the local community and whether it can establish itself as a viable competitor in the market.
The takeaway
The launch of Rock 104.9 represents a strategic move by Bravo Mic Communications to capture a specific audience and challenge the established players in the Las Cruces radio market, which has been dominated by Adams Radio Group's stations. The station's success will depend on its ability to resonate with local rock fans and carve out a unique identity in the crowded radio landscape.
