WRIF-FM

Ever wonder what “WRIF” stands for? Here at the foot of the WRIF-FM transmitter tower, the answer isn’t Detroit Auto Industry, as ABC originally intended. WRIF-FM, broadcasting from this very spot at 101.1 MHz, stands for the “riff” of a guitar. It’s a fitting name for a station that’s been rocking Detroit since 1971. WRIF-FM, the Motor City’s rock powerhouse, wasn’t always a pure rocker. In its early days, the station played a mix of hard rock, pop, and even disco. You might have heard KC and the Sunshine Band followed by Alice Cooper. However, by the mid-70s, WRIF-FM committed to rock, becoming a cornerstone of the album-oriented rock format. This station has seen the Detroit radio landscape shift dramatically, outlasting competitors and even defying rumors of format changes. Remember when WLLZ, “Detroit’s Wheels,” took the city by storm? Or when other rock stations flipped formats, WWWW to country and WABX to CHR? Through it all, WRIF-FM held its ground. WRIF-FM’s influence even extended to the silver screen, serving as a backdrop in the Kevin Costner film “The Upside of Anger.” Ownership changed hands several times. From ABC to Silver Star Communications to Great American Broadcasting, and finally to Greater Media. In 2016, Beasley Media Group took the reins. Through all the changes, one thing remained constant: WRIF-FM’s dedication to rock. And, of course, the iconic oval stickers, each a tiny piece of Detroit rock history. With over 700 unique designs, from Metallica to Kid Rock, the Detroit Red Wings to “Arthur Penhallow Baby,” these stickers are a testament to WRIF-FM’s enduring legacy.