WCMG went on the air as WATP-FM, the sister station to now-defunct WATP (1430 AM). Both stations were licensed to Marion, South Carolina. WATP (AM) played country music, while WATP-FM played beautiful music.[3] As WKXS Kiss 94, the FM station played country music[4] before a switch to CHR/Urban Contemporary (also known as "CHUrban", a forerunner to the rhythmic contemporary format) in February 1988 under their new call letters WWPD (Power 94); the AM took over the WKXS letters and played oldies[5] until having its license cancelled in 1997.
On August 16, 2010, WCMG changed their format to active rock, branded as "94.3 The Dam".
On March 6, 2014, WCMG changed their format back to urban adult contemporary, branded as "Magic 94.3". The station changed at 9:43 a.m., after promoting for a few hours that "The MAGIC is coming back to the Pee Dee", and stunting with songs with the word "magic" in their names (culminating with "Black Magic Woman" by Santana). The first song on the revived "Magic" was "Happy" by Pharrell Williams.[7]
