When Taylor Swift and Travis Kelce announced their engagement, KHMX Mix 96.5 wasted no time turning the news into a celebration. The moment the news broke, Jesse Watt jumped on the mic and launched a Taylor Swift hour, surprising listeners with an instant takeover on the air.

Later that afternoon, an “invitation” went out on social media for a second Taylor Swift party at 5:00 PM. Hosted by Jagger, this official one-hour Taylor takeover featured her biggest hits, deep cuts, and fan favorites. If you missed it, here’s what happened.

The takeover didn’t just draw listeners; it outpaced the entire market. While market listening was down in key demos, Mix 96.5 saw big gains across the board vs last week.

Millennials 18-34 were the life of the party, spiking 39% at the same time the rest of the market fell by 17%. Listeners 55+ joined in with a 40% lift, proving Swift’s celebration reached far beyond her core fan base. Teens showed up strong too, up 27% compared to the market’s modest 7% rise.

No matter the age group, Houston listeners showed they wanted to be part of this moment, and they turned to Mix 96.5 to celebrate together.

This takeover was more than just a playlist. It was a live event that connected the Swiftie fandom with the city of Houston. Jagger set the pace, guiding listeners through a one-hour celebration that everyone shared at the same time. Whether you were a die-hard fan or just joining the fun, it felt like Houston came together to celebrate Taylor’s big day on the air.

That’s the magic of radio – it’s about community. Capitalizing on the moment matters in fandoms, because it gives people a way to experience it together. Teens tuned in, longtime fans showed up, and the entire city got to celebrate side by side. Sure, anyone can hear Taylor on a playlist, but only radio can turn it into a shared Houston moment.

This Taylor Swift takeover showed how radio is the party everyone’s talking about the next day. Mix 96.5 didn’t just mark the engagement news. With Jagger on the mic and a special invitation to listeners, it threw a citywide celebration and proved again why nothing beats being part of the moment as it happens.