Radio One Now ‘Urban One,’ Stressing Multimedia.

Story by Inside Radio

Radio One has long positioned itself as “The Urban Media Specialist,” but as it expanded to new platforms the company outgrew its Radio One moniker. On Monday it officially unfurled its new name—Urban One—and a new corporate logo.

The Silver Spring, MD company used the occasion of the 18th anniversary of its initial public offering on May 5 to make the change. In a news release, Urban One said the new handle reflects its “longstanding, rich history as the most trusted source to inform, entertain and inspire the African-American community.”

Led by CEO Alfred Liggins, Urban One touts itself as “the only integrated, multimedia company focused on Black culture,” one that reaches 82% of African-Americans. It has pledged to continue to provide “culturally relevant integrated content” across its brands and platforms, including television network TV One, radio group Radio One, syndication arm Reach Media, digital urban content distributor iOne Digital and branded solutions division One Solution. Together the company says those assets reach 59 million households and 22 million listeners and encompass 40 million video streams, 20 million unique visitors and 5 million app starts.

The company also recently launched R1 Digital, which rolls up its 224 local station websites, mobile apps and social media platforms that it says reach 66 million unique consumers annually. Collectively the platforms churn out a wealth of original content covering pop culture, inspiration, sports, entertainment and talk news.

“More than 35 years ago, we proudly began representing Black culture by lifting our voices boldly, courageously and unapologetically,” Liggins said. “Urban One’s mission is to enhance and maintain our position as the largest distributor of urban content in the country.”

The rechristened company says it aims to provide its audience with “high-quality, relevant urban content that reflects, acknowledges and pays homage to the Black culture that has impacted every fiber of American life.”