KVWE (FM)

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Column 1
.mw-parser-output .plainlist ol,.mw-parser-output .plainlist ul{line-height:inherit;list-style:none;margin:0;padding:0}.mw-parser-output .plainlist ol li,.mw-parser-output .plainlist ul li{margin-bottom:0}Amarillo, TexasUnited States
Amarillo metropolitan area
102.9 MHz (HD Radio)
102.9 The Rattler
Classic rock
Connoisseur Media(Alpha Media Licensee LLC)
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October 6, 1986 (1986-10-06) (as KRGN at 103.1)
KRGN (1986–2014)KEYU-FM (2014–2019)
103.1 MHz (1986–2014)
"We" (former branding and format)
FCC
39892
C1
100,000 watts
89 meters (292 ft)
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Public fileLMS
Listen live
www.1029therattler.com

KVWE (102.9 MHz) is an FM radio station broadcasting a classic rock format. Licensed to Amarillo, Texas, United States, it serves the Amarillo area. The station is owned by Connoisseur Media. Its studios are located on Olsen Boulevard near Western Avenue in southwest Amarillo, and its transmitter is located near Farm to Market Road 1719 and Loop 335 in northwest Amarillo.

Originally KRGN-FM, it was sold by Family Life Radio to Midessa Broadcasting for $700,000. Then renamed to KEYU-FM, it was previously owned by Drewry Communications. On August 10, 2015, Raycom Media announced that it would purchase Drewry Communications for $160 million. The deal was completed on December 1, 2015. KEYU-FM, along with KTXC in Lamesa were Raycom's only radio stations since the company sold WMC AM-FM in Memphis, Tennessee, to Infinity Broadcasting Corporation in 2000; in January of 2019, Raycom would merge with Gray Television, who would immediately begin the process of selling the station as they had no intention of joining the radio business.

On May 16, 2019, Gray Television agreed to sell KEYU-FM to Alpha Media for $250,000. On July 11, 2019, Alpha took over control and flipped the station from Spanish adult hits (as "Mundo FM") to an English-language rhythmic CHR format as "WE 102.9", and changed the call letters to KVWE.

On August 11, 2022, Alpha announced they would flip KVWE to sports talk under their statewide "The Sports Star" brand on August 15, affiliating just as the other "Star" stations with ESPN Radio.

Alpha Media merged with Connoisseur Media on September 4, 2025. On September 29, 2025, at 6 a.m., in the first major move performed by Connoisseur after they officially took control of the Alpha stations, KVWE flipped to classic rock, branded as "102.9 The Rattler"; the first song under the format was "Welcome to the Jungle" by Guns N' Roses. The station launched with the emphasizing of Texas-born artists being carried by the format, with ZZ Top and The Fabulous Thunderbirds amongst the Texas native bands emphasized.

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• Facility details for Facility ID 39892 (KVWE) in the FCC Licensing and Management System
• KVWE in Nielsen Audio's FM station database

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