WBLX began in October 1973 as FM counterpart to gospel station WMOO (1550 AM). As WBLX, with the CHUrban format and then as an Urban Contemporary format, has been one of the market's leading stations with the same calls and format for 45 years. In 1998, Cumulus acquired competitor WDLT-FM, and skewed it to being an Urban Adult Contemporary. This has allowed WBLX to skew its programming towards a younger audience as a Mainstream Urban. Also for many years, WBLX carried the ""93BLX Jams!"" and ""The Beat of the Bay"" brandnames, however, in 2000 they changed their slogan to ""The Big Station 93BLX"".