the slogan "Philly's Modern Rock". "Alive" by Pearl Jam was the first song played on WDRE. The station helped launch the careers of several famous disc jockeys and broadcasters. They include Preston Elliot and Steve Morrison of the Preston and Steve morning show on WMMR, Bret Hamilton of WCAU-TV, Marilyn Russell (formerly of Y100, WXPN, WMGK, now on WOGL), Jim McGuinn (also known as Rumor Boy), the former Program Director of WPLY, and Mel "Toxic" Taylor, who went on to WYSP. Taylor (formerly of WPST and WIFI) was the first DJ hired for the only two shows that were live from Philadelphia each week. When WDRE Philadelphia became a local radio station in 1995, talent was hired from within the city (e.g. Bret Hamilton, formerly of WIOQ) and outside of the city. While WDRE never became a true mainstream radio station in the Philadelphia radio market due to its weak signal, the station gained a cult status. As a result, events like the station's music festival (known as "DREfest") sold out to a crowd of over 25,000 people. In December 1996, Radio One bought WDRE from Jarad, and on the 16th of that month, WDRE announced that the station would flip to a then-undisclosed format in February 1997. With the pending format flip, the staff at WDRE organized a concert called "Bitterfest", which was to be held at The Electric Factory. The concert featured local acts G Love and the Fun Lovin' Criminals, and was created to celebrate the life of WDRE as a local institution for modern rock. On February 7, 1997, "Bitterfest" was held to a sold-out crowd of over 3,000 people, with all of the WDRE staff present at the event. At midnight on February 8, 1997, as the crowd at "Bitterfest" chanted "'D-R-E! 'D-R-E! 'D-R-E!", a lucky (or unlucky) listener was selected to "pull the plug" on WDRE, with the station ending with the first song that started the format: Pearl Jam's "Alive". Two of the WDRE disc jockeys (Preston Eliot, Bret Hamilton) went to Y100, as did 'DRE Program Director Jim McGuinn, and midday and Sunday night DJ Marilyn Russell (as Promotions Director for Y100). Y100 was also bought out by Radio One in 2000, and flipped in 2005 to urban contemporary. 1997-2005: Urban contemporary On February 10, 1997, after a weekend of stunting with classic soul music, the station flipped to urban contemporary, branded