On April 1st, 2021, Sierra H Broadcasting launches the all new 101.1 The BOUNCE, a throwback-presented station that captures a local audience of adults and females ages 25-49 in the Phoenix market. This exclusive, mass appeal format makes you want to BOUNCE to the tunes of the 90’s to early 2000’s with artists like Jay Z, Beyonce, Usher, Mary J Blige and Nelly, mixed with artists like Justin Timberlake, Rihanna and Drake. It’s a presentation that appeals to the diverse audience of Phoenix, and cannot be found on other stations in the valley. In Phoenix, this coveted adult 25 to 49 year old demographic represents over 1.5 million people, with a spending power of over 27 billion dollars – over 46 % of the total market! 101.1 The Bounce will be THE new destination not only for this valuable audience, but also for advertisers who want to talk to these potential customers!