102.3 The Beat plays Austin’s Hip Hop and Hits, with songs from artists like Drake, Cardi B, Post Malone, and J Cole. 102.3 The Beat reaches a diverse audience that are trendsetters, lead an active lifestyle, and have a disposable income to spend on music, entertainment, fashion, and electronics. They are very brand loyal, and use social media and texting to interact with their friends, family, and peers. This station is a mass appeal hit music station and targets an affluent culturally diverse consumer. The dynamic on air personalities include Kramer, Val Santos, Frankie V, and Angela Cortez.