On March 15, 2010, at 10 am, after playing "Carry Out" by Timbaland, KXJM relaunched its Rhythmic CHR format as "WiLD 107.5" and adopted the slogan "Portland's Party Hits."
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The changes reflected the station's shift away from what had been a Hip-Hop/R&B-leaning direction to a more broader Rhythmic approach that includes Dance-pop tracks, a move that has taken place at other Rhythmic outlets in the United States.