The Eastern Bay has a sound of its own, and from today it has a station to match.

Media Bay of Plenty has re-launched Q97 as Q97 Beats, a home for R&B, roots reggae, soul and hip hop.

Managing director Andy Galbraith said listeners could expect classic roots reggae and R&B from the 80s and 90s alongside today’s biggest hits – music ranging from R&B anthems to homegrown talent.

He said the change in focus had come from listening to the Eastern Bay community.

“Research into what locals want to hear has shown a strong love for roots reggae, R&B and hip hop.

“The region’s make-up is unlike anywhere else in Aotearoa, so Q97 Beats is a way of connecting with the community, with music that reflects the region.”

Galbraith said Q97 had been a Top 40 station, with a shift towards electronic dance in recent years, and a roots reggae and hip hop show on Fridays.

“With 1XX and Bayrock already looking after the adult contemporary and rock audiences, it felt right to devote Q97 to the music so many of our community relate to.

“We think it’s going to be a favourite.”

Tune in to Q97 Beats on 97.7FM – 99.3FM if in Ōhope – or stream it through the BayPlay app.