Too Soon: Holiday Music On the Station Formerly Known as The Beat

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Well, at least the 24-7 Christmas music didn't start in St. Louis this year until November 1. (Last year, if you remember, it started on October 10, after Movin' 101.1 prepared to flip to sports talk from upbeat music.) But yes, after hip-hop stalwart The Beat (100.3 FM) announced on Friday that it was switching formats, the constant holiday music began in earnest yesterday. Heck, the Halloween candy is still on sale, and we already can't escape good cheer and holiday schmaltz. Sure, nothing compares to hearing the Pogues' "Fairytale of New York," Wham!'s "Last Christmas" and Waitresses' "Christmas Wrapping" for the first time in a season -- but will they grow stale by December 22 when the holiday season really kicks into high gear?

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