In 2000, the station was bought by Radio One for $80 million. Radio One focuses mostly on urban music and didn't plan to program an alternative rock station. The company tried to make a deal to swap formats with Greater Media's 95.7 WEJM (now WBEN-FM). At the time, it ran a rhythmic oldies format called "Jammin Gold," which would have better fit into Radio One's portfolio. The deal fell through, and Radio One continued to run Y100 as a modern rock station for nearly five years. While ratings had gone down, the station still was moderately successful.