 Mix 100 shifted formats to mainstream CHR in 2010, rebranding as “Lubbock’s Hit Music Station”.In 2015, the station resumed using its full frequency in its name as “Mix 100.3”

Mix 100 became the first radio station in Lubbock to carry the syndicated morning show "The Kidd Kraddick Morning Show" in June 2001.KMMX was the call sign on the side of a car driven by the camera operator of a fictional television news channel 8 station in the episode "On Camera" of Emergency!.