The on-air heartbeat sound stunting would continue for the next 23 hours, interspersed with brief snippets of rock songs, ahead of the debut of KKBT the next day (September 21, 1989). Branded "The New Beat FM 92", the station offered a blend of adult rock, dance music, and adult contemporary. The first song under the new format was "Walk on the Wild Side" by Lou Reed. However, the format failed in the ratings; in the Winter 1990 ratings report for the market, KKBT was ranked 8th 12+, 10th in the 25-54 demographic, and 15th in overall cume. After less than five months, on February 3, 1990, the station switched to rhythmic adult contemporary, and rebranded as "92.3 The Beat". With the change, KKBT entered into direct format competition with KDAY (1580 AM), KJLH, KACE (103.9 FM), and KGFJ (1230 AM), although KKBT focused more on soul music/rhythm and blues selections. While the station attracted criticism for its aggressive on-air tactics, KKBT's ratings rose significantly after the switch; by the summer of that year, it evolved to a strictly urban AC format. By 1991, rap and hip-hop were being mixed in, and the station evolved to an urban contemporary format.