The station originally signed on the air in 1967 in McComb, Mississippi as a country music outlet with the call letters WCCA. They would later change call letters to WXLT in 1986 while retaining the format. In 1993, WXLT relocated its COL to Kentwood, Louisiana and target the Baton Rouge area as WYCT, adopting a "Young Country" presentation in the hopes of attracting a younger audience and lure listeners away from WYNK. By 1996, WYCT changed its call letters to WEMX and adopted the handle Max 94.1 (as in "Maximum Country"), but after three years of trailing WYNK in the ratings, WEMX flipped to R&B/Hip-Hop on January 1, 1997, this after being paired up with the format's previous occupant, KQXL, who immediately shifted to Adult R&B. WEMX also kept the call letters and Max 94.1 handle intact after the switch. Their current slogan is "#1 For Hip-Hop And R&B!" The station was taken over by Citadel Broadcasting after that, and since September 2011, Cumulus is the owner of the station after Citadel was taken over by Cumulus. As of June 2013, WEMX has evolved from Urban to Rhythmic, resulting in Mediabase moving the station to its Rhythmic panel due to addition of Rhythmic Pop product.