South Carolina Public Radio Launches 'Sound Shift,' A New 24/7 Music Service

South Carolina Public Radio (SC Public Radio) officially launched Sound Shift on June 21 in celebration of World Music Day, introducing a new 24/7 HD radio and streaming music service designed to provide listeners with a continuous, curated soundtrack throughout the day.

Available statewide across all radio streaming platforms, Sound Shift features classical music during the morning and daytime hours before transitioning to jazz, indie, and alternative music in the evening. The channel was created to complement listeners’ daily rhythms while expanding access to music discovery and community-driven programming.

The launch marks the culmination of a multi-year effort to expand SC Public Radio’s audio offerings through enhanced HD radio infrastructure, streaming capabilities and new digital platforms. The ETV Endowment of South Carolina has played an important role in making the new service possible through member support and investment in expanded programming.

The name Sound Shift was selected by listeners through a statewide vote held from Oct. 29 through Dec. 1, 2025. Among four finalists, Sound Shift emerged as the top choice, reflecting the service’s day-to-night evolution in sound and its emphasis on meeting audiences wherever and however they choose to listen. In addition to continuous music programming, the channel features a mix of local favorites and nationally recognized programs, including Sonatas and Soundscapes, Cola Jazz Presents, Roots Musik Karamu, On the Keys and World Cafe, creating new opportunities for audiences to discover artists and musical traditions from South Carolina and around the world.

Sound Shift can currently be accessed through the SCETV App, the NPR App and via livestream at southcarolinapublicradio.org/soundshift. Additional listening options, including smart speaker integration and statewide HD radio availability, are expected later this year.

SC Public Radio currently offers two statewide formats, “News and Talk” and “News and Music,” providing audiences with journalism, cultural programming and music. Sound Shift expands those offerings with a dedicated, around-the-clock music experience.

Additional details about the channel, HD radio availability and listening options are available at southcarolinapublicradio.org/soundshift.

QUOTES

“Sound Shift represents an exciting new chapter for SC Public Radio and expands the ways audiences can engage with music and storytelling across South Carolina. Launching the service on World Music Day underscores the power of music to bring people together and reflects SCETV's ongoing efforts to create meaningful experiences that connect communities through culture and creativity.” –SCETV President and CEO Adrienne Fairwell

“Sound Shift is an investment in the future of public media and a reflection of the generosity of the members and supporters who make innovation possible. The ETV Endowment is proud to help expand access to exceptional music programming and create new ways for audiences across South Carolina to discover, connect and be inspired through public radio.” –ETV Endowment President and CEO Coby C. Latham

“Sound Shift broadens the reach of SC Public Radio by introducing new opportunities for audiences to discover music and engage. The service builds on our tradition of innovation while creating additional pathways for listeners to connect with the rich musical landscape that exists throughout our state and beyond” –SCETV Assistant General Manager and Deputy Director Stephanie Cook Ph.D.

“Sound Shift has been thoughtfully designed to create a seamless listening experience that evolves throughout the day. We are making it easier than ever for audiences to access curated music programming wherever they are and however they choose to listen.” –SCETV Senior Director of Audio and Digital Operations Tabitha Safdi

“Sound Shift reflects what public radio does best, bringing people together through shared experiences and exceptional programming. From classical favorites to jazz, indie and alternative sounds, the channel creates new opportunities to celebrate music, spotlight artists and serve listeners with a unique audio experience available around the clock.” –South Carolina Public Radio Director Sean Birch