Sam Cannon just “can’t let go of the past.”

“I just really believe in tangible media as a way to build community,” he said.

He’s shown his belief time and time again: in 2004, when he and his friends started a music blog called 3hive; 14 years later, when that blog led to a brick-and-mortar record lounge in Provo, with a basement venue space; and in 2022, when an online radio station was added.

Now it’s that same belief that has led Cannon to initiate the next iteration of 3hive: a terrestrial, or physical, FM radio station — Radio3hive.

After finding a station available for lease, Cannon has started a Kickstarter campaign with a goal of $15,000 to help cover equipment and fees, and a physical studio space above the Provo record lounge.

Right now, 3hive has an online radio station that started because customers came in and asked about what the store was playing. In its four years, the format has drawn in listeners from around the world, Cannon said.

The store’s online station would be beamed to a broadcast tower on a mountain near Nephi. The tower’s signal would have enough range to reach FM dials in Utah County and could potentially reach into other neighboring counties.

The idea for the new radio station came from wanting to spread the word about local music in Utah. For Cannon, adding the FM station is a crucial part of Provo’s cultural infrastructure.

“Having a community radio station that’s based in Utah County, that’s inherently important for a sense of cultural and community pride around the creativity that’s coming out of here,” Cannon said.

Listeners can expect a similar experience to what they have now on the online station: a freeform radio format with a mix of major label and indie artists alike.

“It’s very much like championing musicians that maybe otherwise wouldn’t get the exposure,” Cannon said.

In this increasingly digital era, Cannon said his customers — especially young ones — are loud and proud about being anti-algorithm and anti-AI music discovery.

“They really want to see a stronger direct connection to the music and the musicians that they love,” Cannon said.

For some people, Cannon said, investing in physical media is a way to return to the good old days. But for a lot of his young customers, who often have only experienced music in a digital era, it’s almost a new coming of age.

“They grew up on Spotify and Apple Music and everything, but it feels more satisfying to just know that there’s a human being behind all of this who is picking this music,” he said.

That’s why he thinks belief in an FM radio station dream will not only work, but thrive.