West Ashley radio station 105.5 goes against national currents to navigate a format anchored in the Lowcountry
by Lorne Chambers | Editor
There are more ways to hear music today than there have ever been in human history: internet radio, satellite radio, Spotify, Apple Music, YouTube, Pandora, Amazon Music, and so on. Yet, the trusty old radio dial is still alive and well—crackling through car speakers, filling kitchens and garages, and reminding us that sometimes the simplest way to hear a song is still the best. Not to mention, the ability to break into a broadcast for local news and emergencies is something that just can’t be prerecorded. Yet so many FM radio stations have been gobbled up by corporate behemoths, like iHeartMedia and Cumulus Media, that they might as well be run by robots with their AI algorithms and predetermined playlists based on whatever the national trends are. But Charleston has always marched to the beat of its own drum, especially when it comes to its music choices.
So, how can an independent rock station stand out amongst all the noise? Give it a heartbeat—not a metaphorical heartbeat, but literally, let living humans be a part of the process, keep a keen ear to what local listeners want to hear, and be willing to adapt, something larger corporations cannot easily do. But it’s a philosophy that West Ashley-based WCOO 105.5FM The Bridge has embraced.
“Everything is done locally,” says Gabe Reynolds, director of programming at The Bridge. “Rob Humphries is our music director. We select the music right here, we tweak it here. That’s the perk of being a small company.”
According to Reynolds, The Bridge recently made a significant tweak to its format, shifting to a more Americana focus and less alternative. As hard as it may be for Gen Z to accept, alternative rock is now considered Classic Rock. The Bridge’s sister station, 98Rock, already has artists like Nirvana, Stone Temple Pilots, and Soundgarden in steady rotation. So, for The Bridge to continue to play those artists as well was redundant.
“We wanted to be different. Before, we were sharing some of the same artists as other stations—Pearl Jam, Red Hot Chili Peppers, things like that. But this format lets us lean into something new,” says Reynolds, who has worked at stations from the Great Lakes to the Texas Hill Country. Most recently, he came to the Lowcountry from the Savannah, GA market.
“When I first started here, I did a little bit of research with listeners, and the Americana side of things kept coming back strong—especially the bands that are coming through here to play shows,” says Reynolds. “Americana can be whatever you want it to be, but for us it’s a singer-songwriter format, something that feels local and authentic.”
Reynolds says another of the station’s goals is to reflect the heritage and musical diversity of the Lowcountry.
“The Bridge is a love letter to the Lowcountry. We’re not chasing trends or algorithms, we’re chasing truth. This is about real music, real voices, and real connections. In an age where algorithms drive most listening experiences, 105.5 The Bridge dares to be different. We reject the predictable, embrace the unexpected, and shine a spotlight on the underserved and overlooked. Our airwaves feature local voices, showcase local musicians, and deliver a deeply personal, handcrafted sound.”
The Bridge boldly states that it is “The Sound of the Lowcountry.” But what is the sound of the Lowcountry? Well, that depends on who you ask.
“The goal was to create something more unique and personal to this area,” says Reynolds. “So far, the response has been positive.”
For Reynolds and The Bridge team, they’re looking at what represents the region. We’re in the south, so there have to be some alt-country, bluegrass, and southern rock elements, but we’re also on the coast, so beachy vibes are also at play here. Charleston is also a cultural hub and home to several colleges, so there’s an indie rock edge. We’re also steeped in history here, and that includes an appreciation for the artists whose music transcends time. So, Reynolds says The Bridge will also work in songs from iconic artists like Paul Simon, Bob Dylan, Jackson Browne, and Jimmy Buffett.
“A big part of the process is listening closely to how things sound together,” explains Reynolds. “Because this [format] is new, some artists are getting their very first introduction to an audience here.”
In addition to promoting touring bands playing the Charleston area, The Bridge also wants to champion local bands.
“We’re starting to incorporate local and regional music,” he says. “At first, we’ll sprinkle it into the playlist, but the hope is that more bands will start submitting their work.”
For many who have been around the Charleston music scene since the ’90s, there is still a nostalgia for the iconic 96Wave. Like The Bridge, 96Wave bucked national trends and helped mold a sound that was part of the fabric of the Lowcountry. While Reynolds wasn’t around for those years, he appreciates people’s reverence and nostalgia for the station and sees The Bridge as having the same independent spirit as Wave did back in the day. However, don’t hold your breath for a return of WaveFest (previously Free Fall Jam), the revered music festival the station used to put on, bringing in big-name national artists.
Reynolds says the main difference between then and now is that there’s really no need for a radio station to put on such a large-scale music festival these days because others have picked up that torch.
“We’re strong supporters of events like the High Water Festival and Riverfront Revival, which are important to the scene,” says Reynolds.
Beyond sharing an independent spirit, The Bridge has another link to the classic 96Wave days. Last year, local radio legend Jim “The Critic” Voigt returned to the airwaves. The Critic, who was a fixture during Wave’s heyday, had begun doing mornings at The Bridge. Last month, as part of the station’s format shift, The Critic’s trademark voice is now heard on the afternoon drive slot, from 3 to 7 p.m. during the week, in addition to his beloved Critic’s Choice show every Sunday at 8 a.m., featuring one hour of songs handpicked by Voigt.
The longtime local radio veteran is excited about the changes at The Bridge.
“This is very similar to the 96Wave Years. As grunge waned in the ’90s, we saw the rise of bands like Wilco, Son Volt, the Jayhawks, the Old 97’s, etc. Much like the rise now of Charley Crockett, Lukas Nelson, Sturgill Simpson, Chaparelle, etc.” says Voigt. “Also, during that time period, we saw singer-songwriters ascend like Jeff Buckley, Fiona Apple, Sheryl Crow … Kind of like MJ Lenderman, Jenny Lewis, Kacey Musgraves currently. Music, like life, is cyclical. The important thing to remember is that there are always talented new artists creating brilliant material, and we need to support that!”
