BRANDON — Longtime Wilmington radio personality and program director Brandon “Bigg B” Hickman is no longer with WMNX Coast 97.3, Hickman confirmed to WWAY. The departure, he said, stems from company-wide budget cuts tied to Cumulus Media’s ongoing financial restructuring.
Local presence, sudden change
Hickman, a Wilmington native raised on the city’s Northside, has been a familiar voice on local airwaves for years. His LinkedIn profile shows his association with Cumulus Media beginning in 2007. In recent years he served as both a DJ and the program director at Coast 97.3, positions that made him a visible part of community events and outreach efforts.
At the time of his departure, Hickman’s social media biography identified him as a “former radio program director.”
“former radio program director.”
Hickman has not released a full public statement outlining his next steps. Sources cited by WWAY said the change is part of broader cost reductions Cumulus has implemented as it works through Chapter 11 reorganization.
Corporate restructuring and local impact
Cumulus Media, the company that owns WMNX, has been reorganizing financially. The company filed for Chapter 11 protection in March and subsequently confirmed a reorganization plan in April. Its public statements say the plan’s effectiveness depends on regulatory approvals, including from the Federal Communications Commission, and other conditions.
In its financial reporting, Cumulus cited prior and ongoing cost reductions. The company reported $5 million in annualized fixed-cost reductions in its second-quarter 2025 results and noted that total annualized cost reductions had reached $175 million over five years. Company leaders have framed the strategy as necessary to emerge with a stronger balance sheet.
“The company is positioned to emerge from Chapter 11 with a stronger balance sheet and capitalize on future market opportunities,”
— Cumulus President and CEO Mary G. Berner (as quoted in company releases).
What this means for Wilmington listeners
The loss of a long-established local host and program director can affect morning routines, station programming and community partnerships. Hickman’s role included curating music, overseeing on-air talent and representing the station at public events — responsibilities that can shape a station’s local identity.
Local advertisers, event organizers and listeners who relied on Coast 97.3 for music and community information may notice shifts in format or staffing as corporate changes take effect. At this writing, Hickman has not announced whether he plans to pursue other local media opportunities or continue working in radio elsewhere.
Context and next steps
Cumulus’ bankruptcy process and cost-cutting measures have already led to personnel changes across its portfolio. For Wilmington, the immediate question is how WMNX will fill leadership and on-air gaps and whether the station will maintain the same community focus that listeners expect.
- Hickman’s tenure with Cumulus began in 2007.
- Cumulus confirmed a reorganization plan in April and continues to work toward required approvals.
- The company reported $5 million in annualized fixed-cost reductions in a recent quarter and $175 million in total annualized reductions over five years.
| Event | Date/Detail |
|---|---|
| Cumulus Chapter 11 filing | March (year reported by company) |
| Reorganization plan confirmed | April (year reported by company) |
| Hickman’s Cumulus tenure begins | 2007 (per LinkedIn) |
Station listeners and community partners said they will be watching how WMNX and Cumulus navigate programming and staffing changes. For many Wilmington residents, local radio remains a familiar touchpoint for events, music and community information — and the departure of a longtime host underscores the broader effects of corporate restructuring on local media.
WE NEWS reached out to Cumulus Media and WMNX for comment and did not receive an immediate response. Hickman has not announced his next professional move.
