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Michael Steele, Indie 103.1 program director, says the goal is to provide listeners with something fresh.
"Everything about Los Angeles and Orange County radio is so slick and produced, and that's great - I worked at KISS-FM and had Rick Dees and that's the ultimately slick radio," Steele says. "And those stations do really well.
"But when I was designing Indie, I knew that to compete, I had to put something on the radio that was radically different."
So he signed Jones to host a midday show, on which he meanders in a Cockney accent through his vast store of rock memories - many of them involving guitars and amplifiers he's nicked off other bands.
Most days he interviews fellow musicians about everything from English soccer to girlfriends they've shared, and plays whatever strikes his fancy, often struggling to recall song titles at the end of sets.
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