Kicks 99.1

What Kicks 99.1 does

Kicks 99.1 (legal name KHKX-FM) is a country music FM radio station broadcasting on 99.1 MHz to the Permian Basin region of West Texas. The station is operated under Brazos Digital Media and functions as part of a sister-station network alongside 97 Gold and 95X. Its core offering is a continuous live broadcast of classic and contemporary country music ('Your All Time Country Favorites'), supplemented by local programming including morning shows (Big D and Bubba), midday and afternoon drive personalities (Beth, Kelley Peterson, Tracy Scott), specialty programs (Sunday Morning Coming Down, Country Gold with Steve Harmon, Rick Jackson's Country Classics, The Outlaw Country Show), weather/traffic segments (Road Warriors), and community features such as Pause For Paws, a weekly pet adoption segment.

The station's technology stack is built on InterTech Media LLC's OneCMS content management system, which powers the website (kicks99.net), and the StreamOn FM platform, which provides live audio streaming accessible globally via web and through a dedicated KICKS 99.1 mobile app. The station maintains an active social presence across Facebook, Instagram, and TikTok, and operates a VIP Club email subscription program offering early access to contest information and exclusive local news.

Kicks 99.1 generates revenue primarily through local radio advertising sales to small and medium-sized businesses in the Permian Basin — including a prominent sponsorship relationship with Lithia Toyota of Odessa — supplemented by VIP Club subscription engagement. Advertising rates are quote-based and not publicly disclosed; prospective advertisers are directed through an 'Advertise With Us' sales page. The business model is a hybrid of traditional broadcast advertising and modest direct-to-consumer digital engagement, with no disclosed pricing for either advertising inventory or VIP Club membership.

Name

Kicks 99.1

Legal name

KHKX-FM (Kicks 99.1)

Website

https://kicks99.net

Company type

Private

Operating status

Operating

Short description

Kicks 99.1 (KHKX-FM) is a country music radio station serving the Permian Basin region of West Texas, broadcasting over-the-air on 99.1 MHz and via live streaming, mobile app, and VIP Club membership, while selling advertising to local businesses.

Ownership category

akta.pro rank

Product category

Radio Broadcasting

NAICS

Radio Broadcasting Stations (516110), Radio Broadcasting Stations (51611)

SIC

Radio Broadcasting Stations (4832)

akta.pro primary industry

Internet Radio & Streaming Broadcast Stations (Simulcast/Online-only) (MPAIAEAE)

akta.pro secondary industry

Radio Network Distribution & Programming Services (Syndicators, Format Providers) (MPAIAEAH)

Keywords

• Country music radio
• FM broadcasting
• Radio streaming
• Music entertainment
• Community radio programming

Headquarters

HQ city

Midland

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Infrastructure

Revenue model

1. Radio Advertising: The station generates revenue by selling advertising airtime to local businesses in the Permian Basin region. Advertisers include automotive dealerships such as Lithia Toyota of Odessa.
2. VIP Club Subscriptions: The station operates a VIP Club where listeners subscribe to receive early contest information and exclusive updates before on-air announcements.

Go-to-market motion1 record

Distribution channels4 records

Marketing channels5 records

Core offering

Kicks 99.1 is a country music FM radio station broadcasting on the 99.1 frequency across the Permian Basin and West Texas. It provides on-air music programming hosted by personalities such as Big D and Bubba and Beth, alongside community-focused segments including Pause For Paws, and live concert events. The station extends its reach through a mobile app and online streaming platform supporting a VIP Club subscription offering.

Product overview

KICKS 99.1 (KHKX-FM) is a country music radio station operating as a unified product combining traditional FM broadcast with digital streaming capabilities. The station's core offering is its live radio broadcast delivering all-time country music favorites to the West Texas/Permian Basin market, supplemented by live streaming via StreamOn FM, a dedicated mobile app, and a VIP Club membership program. The station also produces original programming including morning shows (Big D and Bubba), midday content (Beth, Kelley Peterson), and afternoon drive (Tracy Scott), along with specialty programming such as Sunday Morning Coming Down, Country Gold, The Outlaw Country Show, and the Pause For Paws animal adoption segment. Content extensions include concert event promotion, country music news, and ABC Entertainment news coverage.

Differentiator

Problem solved

Functional benefit

Products and services

• Kicks 99.1 FM Radio Broadcast Country music radio station broadcasting on 99.1 FM frequency to the Permian Basin and West Texas audience, featuring on-air personalities and music programming.
• Kicks 99.1 Mobile App
• Online Streaming Platform Web-based streaming service allowing online listeners to access Kicks 99.1 programming beyond the FM broadcast footprint.
• VIP Club Subscription Subscription-based membership offering for dedicated listeners providing enhanced access and engagement with the station's programming and events.
• Big D and Bubba Show Signature country music on-air show hosted by personalities Big D and Bubba, broadcast as part of Kicks 99.1's programming lineup.
• Beth Show On-air country music show hosted by personality Beth, part of Kicks 99.1's broadcast programming.
• Kicks 99.1 Concerts and Live Events Live concert events produced or presented by Kicks 99.1 featuring country music artists for the local listener base.

Named customers2 records

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration4 records

Feature2 records

Partnerships

Six partnerships are on record, tiered minor and core.

• 97 GoldminorChannel Partner/ Reseller/ DistributorSister station relationship within the same radio group. 97 Gold is another country music station operated alongside Kicks 99.1, allowing cross-promotion and shared audience reach.
• 95XminorChannel Partner/ Reseller/ DistributorSister station relationship within the same radio group. 95X is another station in the portfolio operated alongside Kicks 99.1 for broader regional coverage.
• Brazos Digital MediacoreTechnology or IntegrationParent company ownership entity for Kicks 99.1. Brazos Digital Media operates the station as part of its digital media portfolio.
• InterTech Media LLCcoreTechnology or IntegrationTechnology platform provider powering the station's website, content management, and streaming capabilities through their OneCMS platform. Located in Old Greenwich, CT.
• Lithia Toyota of OdessaminorGTM or Marketing PartnerMajor local advertising sponsor featured prominently on the station website and streaming player interface. Represents the station's primary advertising revenue relationship.
• Billy Bob's TexasminorGTM or Marketing PartnerFort Worth honky-tonk venue partnership for concert ticket giveaways and promotional collaborations. The station provides coverage and ticket giveaways for Billy Bob's upcoming shows.

Scale indicators1 record

Recent moves1 record

Expansion highlights5 records

Broad incumbents

• iHeartMedia: Largest U.S. radio broadcaster with extensive country and multi-format station holdings; competes for the same local and national ad dollars and serves as an obvious strategic acquirer of regional station clusters.
• Audacy: National radio broadcaster with country stations and significant investments in streaming and digital audio; relevant peer for the digital simulcast/streaming side of Kicks 99.1's business.
• Cox Media Group: Diversified broadcaster with radio station holdings operating in regional U.S. markets with similar ad-revenue models; relevant precedent for cluster ownership and digital transition strategy.
• Cumulus Media: Major U.S. radio operator with large country format presence (e.g., NASH FM) and a West Texas / Texas footprint; comparable business model of ad-supported FM broadcasting with digital extensions.
• Salem Communications: Owner-operator of regional U.S. radio stations including country formats; comparable operating profile of running locally branded stations under a multi-station group umbrella.
• Townsquare Media: Mid-market U.S. radio group focused on smaller and mid-sized markets similar to the Permian Basin, with country formats and integrated digital ad solutions; directly comparable operating and revenue model.

Regional players

• Brazos Digital Media: Parent company of Kicks 99.1, operating digital media and radio assets in West Texas; comparable as a regional Texas-focused broadcasting holding company.

Direct peers

• 95X: Sister station within the West Texas Radio Group alongside Kicks 99.1 and 97 Gold, providing cross-promotion and broader regional format coverage for the same Permian Basin audience.
• 97 Gold: Sister country music radio station in the same West Texas Radio Group/Brazos Digital Media portfolio as Kicks 99.1, sharing ad sales, audiences, and operational infrastructure in the Permian Basin market.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights5 records

Customer concentration

• Facebookfacebook.com/KICKS991
• Instagraminstagram.com/kicks991
• TikToktiktok.com/@kicks99.1
• Xx.com/KICKS991

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Kicks 99.1