History
KMMX-FM originally signed on as "Mix 104.7" as a soft adult contemporary station. However, the station suffered from weak signal penetration into the Lubbock market. In the 1990s, a frequency swap with another market allowed KMMX to occupy the 100.3 frequency. By May 1997, the station became more of a contemporary hit radio-leaning hot adult contemporary format with live air personalities, using the slogan "A 50/50 Mix Of The 80s & 90s". This was a response to the loss of KRLB 99.5 "The Music Station", which, as a result of the sale of contemporary hit radio station KZII-FM to KRLB's parent company, changed formats from hot adult contemporary to classic rock.
In 1998, KMMX dropped the ".3" from their name to a simplified "Mix 100 - Your Music Fix". In 1999, the station again changed slogans to "The Best Mix Of The 80s, 90s, & Today".
Briefly in 2003, the station used the slogan "Lubbock's New Number One Hit Music Station". For much of the 2000s, Mix 100 was "Lubbock's Pop-Rock", a hybrid adult top-40/hot AC station. Mix 100 shifted formats to mainstream CHR in 2010, rebranding as "Lubbock’s Hit Music Station". In 2015, the station resumed using its full frequency in its name as "Mix 100.3".
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