I wonder if those behind the radio station and the billboards, and the listeners of White Pride Radio believe black lives matter as much as white lives? Is their thinking egalitarian, i.e. proud to be white but have absolutely nothing against those equally lovely black people.
I believe White Pride Radio has strong affiliation to the KKK (which is still going strong in parts of the US south).
Think that should tell you all you need to know on that score!