WLUM-FM
Encyclopedia
WLUM-FM 102.1 FM
) is a commercial radio station
in Milwaukee, Wisconsin
. The station airs a Alternative rock
music format branded as "FM 102.1".
The station is owned by former Green Bay Packer
Willie Davis and his company, All-Pro Broadcasting. All-Pro has owned the station since 1979. WLUM is run as a partnership with co-owned WMCS
and Shamrock Broadcasting's WLDB as a group called the Milwaukee Radio Alliance.
was an early pioneer of FM broadcasting. Experimental station W9XAO went on the air in early 1940. By 1942, the station had become W55M, with programming separate from sister AM station WTMJ and with its own 50 kW transmitter site in Richfield, Wisconsin. The station made the transition to the 88-108 MHz band after the war (at 102.1 FM) but struggled for many years, especially as the company had begun focusing on their new television station. WTMJ-FM signed off the air in 1950, but later returned to the air at 94.5 FM
in 1959.
The station was later sold and became WAWA-FM in 1964. The new format featured black gospel music
and also simulcast the rhythm and blues
format of then-sister station WAWA (1590 AM)
throughout the 1960s and most of the 1970s.
Willie Davis purchased and split the programming of the two stations on February 14, 1979, switching WAWA-FM to WLUM (We Love U Milwaukee) and giving 102.1 FM its own distinct format focusing on disco music. At the time that WAWA-FM became WLUM, they also became the second station in Milwaukee to adopt the Disco format, as WNUW had already beat them to it in October 1978, even though their success would be short lived by August 1979.
The daytime-only 1590 AM, still WAWA, later picked up the WLUM call letters. The AM station was long hampered by a weak signal, and when All Pro Broadcasting purchased a stronger station WMVP (1290 AM), the format and programming moved there. As a result, 1590 AM went dark in 1988, and its broadcast license turned in to the FCC
.
. In the beginning, WLUM played disco
and soul music
, though a different format than its AM sister station. In 1982 the station began adding more urban contemporary
music and by the summer of 1983, the station's format morphed into a Rhythmic Top 40 presentation with the HOT FM moniker (later "Hot 102"), as they aired a mix of dance music (including Freestyle, House and Club Imports), urban contemporary and Top 40 hits (including Rock and Modern/Alternative tracks). By 1989 WLUM were featuring shows like "Casey's Top 40" and "American Dance Traxx" as it began to shift further towards a Dance-leaning direction that was loosely patterned after KPWR
/Los Angeles
. It was also during this period that Bubba the Love Sponge
briefly did an airshift at Hot 102.
By late 1991, Hot 102 evolved into a straight CHR
presentation. More rap music and hip-hop was added to the playlist by the following year, to better compete with upstart rival WKKV
(V100) for the urban audience. By late 1993 it began shifting back to a Dance-leaning direction, billing themselves as "Milwaukee's Party Station," up until the Summer of 1994 when it shifted to Mainstream Top 40 in its final days. Airchecks of WLUM's "Hot 102" days, including clips from a 1991 television program that they co-produced with WCGV-TV
can be found on YouTube
.
was added to the playlist, allegedly due to Davis' desire to distance his station from the violent image of most rap and hip-hop music, this after finding out that the station had launched a uncensored Hip-Hop show. The modern rock music was well-received by listeners and later that year, the station adopted modern rock full-time, as "New Rock 102ONE".
Over the years, the format underwent much tweaking. After adding more classic rock
tracks to the playlist, the station began a brief run with an adult album alternative
format on June 23, 1998. The move was unsuccessful, so in December, WLUM switched to hard rock
with the syndicated Mancow Muller
in the morning. They initially avoided much of the then-popular nu metal
music that WLZR played, but added a great deal to the playlist by 2001. Nonetheless, they were consistently a distant second to market leader WLZR
.
When the station's contract with Bob and Tom ran out in March 2005, a locally-oriented morning show, "Kramp and Adler", debuted on St. Patrick's Day. This was a sign of more changes to come. On July 10, 2006, WLUM began stunting
as "Quick 102" and started playing five second song clips back-to-back. At the same time, via on-air promos, they poked fun at themselves and their many failed on-air tweaks and changes over the years. At 5:00 PM the next day, the modern rock format was relaunched with a new programming and on-air staff in place. The station admitted past mistakes, then announced their "independence", stating they were now free from corporate practices and radio consultants, and pledged a stronger dedication to their listeners and the local community. As part of the new direction, Program Director Jacent Jackson rolled out a modified alternative rock
format with a more diverse playlist, featuring, among other things, more indie rock
. He also added new DJs to the airstaff such as Michelle Rutkowski from WKQX in Chicago
and changed the name of the station to "FM 102.1" with the slogan, 'Independent. Alternative. Radio.' The station also removed their last remaining syndicated show, Loveline
, vowing to be 100% local in their on-air presentation. Later, the station sponsored a contest to name a new alternative rock festival on the Summerfest
grounds that took place in June 2010. It became known as the Verge Music Festival.
Current specialty shows consist of "Smells Like the 90's Lunch", and "Indie Soundcheck" with Ryan Miller. Current full-time line-up includes Kramp and Adler, Jacent Jackson, Michelle Rutkowski, Ian McCain, and John Schroeder. Current part-time line-up includes Nate Imig, Jack Strebel, Suzanne Sando, Dan Gonzalez, and Mike Ruby.
FM broadcasting
FM broadcasting is a broadcasting technology pioneered by Edwin Howard Armstrong which uses frequency modulation to provide high-fidelity sound over broadcast radio. The term "FM band" describes the "frequency band in which FM is used for broadcasting"...
) is a commercial radio station
Radio station
Radio broadcasting is a one-way wireless transmission over radio waves intended to reach a wide audience. Stations can be linked in radio networks to broadcast a common radio format, either in broadcast syndication or simulcast or both...
in Milwaukee, Wisconsin
Milwaukee, Wisconsin
Milwaukee is the largest city in the U.S. state of Wisconsin, the 28th most populous city in the United States and 39th most populous region in the United States. It is the county seat of Milwaukee County and is located on the southwestern shore of Lake Michigan. According to 2010 census data, the...
. The station airs a Alternative rock
Alternative rock
Alternative rock is a genre of rock music and a term used to describe a diverse musical movement that emerged from the independent music underground of the 1980s and became widely popular by the 1990s...
music format branded as "FM 102.1".
The station is owned by former Green Bay Packer
Green Bay Packers
The Green Bay Packers are an American football team based in Green Bay, Wisconsin. They are members of the North Division of the National Football Conference in the National Football League . The Packers are the current NFL champions...
Willie Davis and his company, All-Pro Broadcasting. All-Pro has owned the station since 1979. WLUM is run as a partnership with co-owned WMCS
WMCS
This article is about the radio station, for the school, see West Memphis Christian SchoolWMCS is an African-American-oriented talk and music radio station in Milwaukee, Wisconsin...
and Shamrock Broadcasting's WLDB as a group called the Milwaukee Radio Alliance.
History
This frequency is one of the oldest FM stations in Milwaukee. The owner of the Milwaukee JournalJournal Communications
Journal Communications, Inc. is a publicly traded media company based in Milwaukee, Wisconsin. It publishes the Milwaukee Journal Sentinel, a daily newspaper, and it also owns television stations, radio stations and weekly newspapers, among other businesses.-History:The Milwaukee Journal was...
was an early pioneer of FM broadcasting. Experimental station W9XAO went on the air in early 1940. By 1942, the station had become W55M, with programming separate from sister AM station WTMJ and with its own 50 kW transmitter site in Richfield, Wisconsin. The station made the transition to the 88-108 MHz band after the war (at 102.1 FM) but struggled for many years, especially as the company had begun focusing on their new television station. WTMJ-FM signed off the air in 1950, but later returned to the air at 94.5 FM
WKTI
WKTI is a commercial radio station located in Powell, Tennessee, serving the Knoxville Metropolitan Area...
in 1959.
WAWA-FM
WMKE (102.1 FM) launched in September 1960, broadcasting from studios located on North Avenue in Milwaukee with a format consisting primarily of Broadway show tunes. The owners boasted that they were the nation's first "all-tape radio station", meaning that all programming would originate from tape, rather than phonograph records, as they believed tape delivered higher quality.The station was later sold and became WAWA-FM in 1964. The new format featured black gospel music
Gospel music
Gospel music is music that is written to express either personal, spiritual or a communal belief regarding Christian life, as well as to give a Christian alternative to mainstream secular music....
and also simulcast the rhythm and blues
Rhythm and blues
Rhythm and blues, often abbreviated to R&B, is a genre of popular African American music that originated in the 1940s. The term was originally used by record companies to describe recordings marketed predominantly to urban African Americans, at a time when "urbane, rocking, jazz based music with a...
format of then-sister station WAWA (1590 AM)
WAWA (defunct)
WAWA was a radio station licensed to West Allis, Wisconsin, serving the Milwaukee area, located at 1590 AM. It's studio and transmitter were located in Elm Grove. For the station's entire existence, WAWA was the sister station to WAWA-FM ....
throughout the 1960s and most of the 1970s.
Willie Davis purchased and split the programming of the two stations on February 14, 1979, switching WAWA-FM to WLUM (We Love U Milwaukee) and giving 102.1 FM its own distinct format focusing on disco music. At the time that WAWA-FM became WLUM, they also became the second station in Milwaukee to adopt the Disco format, as WNUW had already beat them to it in October 1978, even though their success would be short lived by August 1979.
The daytime-only 1590 AM, still WAWA, later picked up the WLUM call letters. The AM station was long hampered by a weak signal, and when All Pro Broadcasting purchased a stronger station WMVP (1290 AM), the format and programming moved there. As a result, 1590 AM went dark in 1988, and its broadcast license turned in to the FCC
Federal Communications Commission
The Federal Communications Commission is an independent agency of the United States government, created, Congressional statute , and with the majority of its commissioners appointed by the current President. The FCC works towards six goals in the areas of broadband, competition, the spectrum, the...
.
WLUM and "Hot 102"
WLUM has gone through many changes and tweaks over the years since its debut in 1979. In all incarnations since, they have carried the WLUM call signCall sign
In broadcasting and radio communications, a call sign is a unique designation for a transmitting station. In North America they are used as names for broadcasting stations...
. In the beginning, WLUM played disco
Disco
Disco is a genre of dance music. Disco acts charted high during the mid-1970s, and the genre's popularity peaked during the late 1970s. It had its roots in clubs that catered to African American, gay, psychedelic, and other communities in New York City and Philadelphia during the late 1960s and...
and soul music
Soul music
Soul music is a music genre originating in the United States combining elements of gospel music and rhythm and blues. According to the Rock and Roll Hall of Fame, soul is "music that arose out of the black experience in America through the transmutation of gospel and rhythm & blues into a form of...
, though a different format than its AM sister station. In 1982 the station began adding more urban contemporary
Urban contemporary
Urban contemporary is a music radio format. The term was coined by the late New York DJ Frankie Crocker in the mid 1970s. Urban contemporary radio stations feature a playlist made up entirely of hip hop/rap, contemporary R&B, pop, electronica such as dubstep and drum and bass and Caribbean music...
music and by the summer of 1983, the station's format morphed into a Rhythmic Top 40 presentation with the HOT FM moniker (later "Hot 102"), as they aired a mix of dance music (including Freestyle, House and Club Imports), urban contemporary and Top 40 hits (including Rock and Modern/Alternative tracks). By 1989 WLUM were featuring shows like "Casey's Top 40" and "American Dance Traxx" as it began to shift further towards a Dance-leaning direction that was loosely patterned after KPWR
KPWR
KPWR is a commercial radio station located in Los Angeles, California, broadcasting to the Greater Los Angeles area on an analog signal and in HD Radio...
/Los Angeles
Los Angeles, California
Los Angeles , with a population at the 2010 United States Census of 3,792,621, is the most populous city in California, USA and the second most populous in the United States, after New York City. It has an area of , and is located in Southern California...
. It was also during this period that Bubba the Love Sponge
Bubba the Love Sponge
Todd Alan Clem is an American radio personality better known by his Legal name Bubba the Love Sponge Clem. He is the host of The Bubba the Love Sponge Show on various Cox Radio and Beasley Broadcast Group stations, formerly on Sirius XM Howard 101, as well as on RadioIO.-Early career and the...
briefly did an airshift at Hot 102.
By late 1991, Hot 102 evolved into a straight CHR
Contemporary hit radio
Contemporary hit radio is a radio format that is common in the United States, United Kingdom, Canada and Australia that focuses on playing current and recurrent popular music as determined by the Top 40 music charts...
presentation. More rap music and hip-hop was added to the playlist by the following year, to better compete with upstart rival WKKV
WKKV-FM
WKKV-FM, also known as V-100.7 Jams, is an urban contemporary owned by Clear Channel Communications serving the Milwaukee area. The station broadcasts at 100.7 MHz on the FM dial with an ERP of 50 kW and is licensed to Racine, Wisconsin...
(V100) for the urban audience. By late 1993 it began shifting back to a Dance-leaning direction, billing themselves as "Milwaukee's Party Station," up until the Summer of 1994 when it shifted to Mainstream Top 40 in its final days. Airchecks of WLUM's "Hot 102" days, including clips from a 1991 television program that they co-produced with WCGV-TV
WCGV-TV
WCGV-TV, digital channel 25 , is a television station located in Milwaukee, Wisconsin, affiliated with MyNetworkTV Its signal covers most of southeastern Wisconsin, including the cities of Racine, Kenosha, Sheboygan and Waukesha...
can be found on YouTube
YouTube
YouTube is a video-sharing website, created by three former PayPal employees in February 2005, on which users can upload, view and share videos....
.
"102ONE" and various rock incarnations
By 1994, WLUM began tweaking their on-air presentation. Hip-hop was slowly being phased out and more modern rockModern rock
Modern rock is a rock format commonly found on commercial radio; the format consists primarily of the alternative rock genre...
was added to the playlist, allegedly due to Davis' desire to distance his station from the violent image of most rap and hip-hop music, this after finding out that the station had launched a uncensored Hip-Hop show. The modern rock music was well-received by listeners and later that year, the station adopted modern rock full-time, as "New Rock 102ONE".
Over the years, the format underwent much tweaking. After adding more classic rock
Classic rock
Classic rock is a radio format which developed from the album-oriented rock format in the early 1980s. In the United States, the classic rock format features music ranging generally from the late 1960s to the late 1980s, primarily focusing on the hard rock genre that peaked in popularity in the...
tracks to the playlist, the station began a brief run with an adult album alternative
Adult album alternative
Adult album alternative is a radio format. A spinoff from the album-oriented rock format, its roots trace to the 1960s and 1970s from the earlier freeform and progressive formats....
format on June 23, 1998. The move was unsuccessful, so in December, WLUM switched to hard rock
Active rock
Active rock is a radio format used by many commercial radio stations across the United States and Canada. Active rock plays contemporary rock artists with a mix of songs common in the classic rock radio format.-Format background:...
with the syndicated Mancow Muller
Mancow Muller
Matthew Erich "Mancow" Muller is an American radio and television personality. He is best known for Mancow's Morning Madhouse, formerly on Rock 103.5 and WKQX-FM , both Chicago-based radio shows that have been nationally syndicated mostly in small markets by Talk Radio Network...
in the morning. They initially avoided much of the then-popular nu metal
Nu metal
Nu metal is a subgenre of heavy metal. It is a fusion genre which combines elements of heavy metal with other genres, including grunge and hip hop...
music that WLZR played, but added a great deal to the playlist by 2001. Nonetheless, they were consistently a distant second to market leader WLZR
WHQG
WHQG Radio is a mainstream rock FM radio station licensed to and serving the Milwaukee, Wisconsin, area. The station is owned by Saga Communications...
.
"Independent. Alternative. Radio."
As a straight-ahead rock station, WLUM was consistently trounced by WLZR and experienced some of its lowest ratings levels ever. In March 2002, WLUM began making more changes. Mancow's morning show was dropped, along with most of the hard rock music on the playlist, and modern rock music returned to the playlist. By September, the station was once again a full-time reporter to alternative rock airplay charts for the industry trade magazines. The station still experienced low ratings, as it worked to shake its male-oriented hard rock image. The station made heavy use of consultants who crafted a rather tight playlist. In March 2003, another syndicated show, Bob and Tom, was brought in for mornings, which did little to help ratings and who's older appeal proved to be an odd match with the station's younger-skewing music.When the station's contract with Bob and Tom ran out in March 2005, a locally-oriented morning show, "Kramp and Adler", debuted on St. Patrick's Day. This was a sign of more changes to come. On July 10, 2006, WLUM began stunting
Stunting (broadcasting)
In radio broadcasting, stunting occurs when a station abruptly airs programming that is seemingly uncharacteristic compared to what they normally play...
as "Quick 102" and started playing five second song clips back-to-back. At the same time, via on-air promos, they poked fun at themselves and their many failed on-air tweaks and changes over the years. At 5:00 PM the next day, the modern rock format was relaunched with a new programming and on-air staff in place. The station admitted past mistakes, then announced their "independence", stating they were now free from corporate practices and radio consultants, and pledged a stronger dedication to their listeners and the local community. As part of the new direction, Program Director Jacent Jackson rolled out a modified alternative rock
Alternative rock
Alternative rock is a genre of rock music and a term used to describe a diverse musical movement that emerged from the independent music underground of the 1980s and became widely popular by the 1990s...
format with a more diverse playlist, featuring, among other things, more indie rock
Indie rock
Indie rock is a genre of alternative rock that originated in the United Kingdom and the United States in the 1980s. Indie rock is extremely diverse, with sub-genres that include lo-fi, post-rock, math rock, indie pop, dream pop, noise rock, space rock, sadcore, riot grrrl and emo, among others...
. He also added new DJs to the airstaff such as Michelle Rutkowski from WKQX in Chicago
Chicago
Chicago is the largest city in the US state of Illinois. With nearly 2.7 million residents, it is the most populous city in the Midwestern United States and the third most populous in the US, after New York City and Los Angeles...
and changed the name of the station to "FM 102.1" with the slogan, 'Independent. Alternative. Radio.' The station also removed their last remaining syndicated show, Loveline
Loveline
Loveline is a syndicated radio call-in program in North America, offering medical and relationship advice to listeners, often with the assistance of guests, typically actors and musicians. Its flagship station is KROQ-FM in Los Angeles....
, vowing to be 100% local in their on-air presentation. Later, the station sponsored a contest to name a new alternative rock festival on the Summerfest
Summerfest
Summerfest is a yearly music festival held at the Henry Maier Festival Park along the lakefront in Milwaukee, Wisconsin, USA. The festival lasts for 11 days, is made up of 11 stages with performances from over 700 bands, and since the mid-1970s has run from late June through early July, usually...
grounds that took place in June 2010. It became known as the Verge Music Festival.
Current specialty shows consist of "Smells Like the 90's Lunch", and "Indie Soundcheck" with Ryan Miller. Current full-time line-up includes Kramp and Adler, Jacent Jackson, Michelle Rutkowski, Ian McCain, and John Schroeder. Current part-time line-up includes Nate Imig, Jack Strebel, Suzanne Sando, Dan Gonzalez, and Mike Ruby.
Timeline
- 1960-1964: Adult standardsAdult standardsAdult standards is a North American radio format heard primarily on AM or class A FM stations.Adult standards is aimed at "mature" adults, meaning mainly those persons over 50 years of age, but it is mostly targeted for senior citizens...
, Broadway show tunes (as WMKE) - 1964-1979: Rhythm and BluesRhythm and bluesRhythm and blues, often abbreviated to R&B, is a genre of popular African American music that originated in the 1940s. The term was originally used by record companies to describe recordings marketed predominantly to urban African Americans, at a time when "urbane, rocking, jazz based music with a...
, gospelGospel musicGospel music is music that is written to express either personal, spiritual or a communal belief regarding Christian life, as well as to give a Christian alternative to mainstream secular music....
, jazzJazzJazz is a musical style that originated at the beginning of the 20th century in African American communities in the Southern United States. It was born out of a mix of African and European music traditions. From its early development until the present, jazz has incorporated music from 19th and 20th...
(as WAWA-FM) - 1979-1982: "The Station With A Heart" (jazzJazzJazz is a musical style that originated at the beginning of the 20th century in African American communities in the Southern United States. It was born out of a mix of African and European music traditions. From its early development until the present, jazz has incorporated music from 19th and 20th...
/discoDiscoDisco is a genre of dance music. Disco acts charted high during the mid-1970s, and the genre's popularity peaked during the late 1970s. It had its roots in clubs that catered to African American, gay, psychedelic, and other communities in New York City and Philadelphia during the late 1960s and...
/soulSoul musicSoul music is a music genre originating in the United States combining elements of gospel music and rhythm and blues. According to the Rock and Roll Hall of Fame, soul is "music that arose out of the black experience in America through the transmutation of gospel and rhythm & blues into a form of...
) - 1982-1983: "LOVE102" (Urban ContemporaryUrban contemporaryUrban contemporary is a music radio format. The term was coined by the late New York DJ Frankie Crocker in the mid 1970s. Urban contemporary radio stations feature a playlist made up entirely of hip hop/rap, contemporary R&B, pop, electronica such as dubstep and drum and bass and Caribbean music...
) - 1983-1988: "HOT-FM" (Urban ContemporaryUrban contemporaryUrban contemporary is a music radio format. The term was coined by the late New York DJ Frankie Crocker in the mid 1970s. Urban contemporary radio stations feature a playlist made up entirely of hip hop/rap, contemporary R&B, pop, electronica such as dubstep and drum and bass and Caribbean music...
/Rhythmic Top 40 ) - 1989-1991: "HOT 102" (Urban ContemporaryUrban contemporaryUrban contemporary is a music radio format. The term was coined by the late New York DJ Frankie Crocker in the mid 1970s. Urban contemporary radio stations feature a playlist made up entirely of hip hop/rap, contemporary R&B, pop, electronica such as dubstep and drum and bass and Caribbean music...
/Rhythmic Top 40) - 1991-1992: "HOT 102" (Rhythmic Top 40)
- 1992-1994: "HOT 102" (Urban ContemporaryUrban contemporaryUrban contemporary is a music radio format. The term was coined by the late New York DJ Frankie Crocker in the mid 1970s. Urban contemporary radio stations feature a playlist made up entirely of hip hop/rap, contemporary R&B, pop, electronica such as dubstep and drum and bass and Caribbean music...
) - Mid-1994: "HOT 102" (CHRContemporary hit radioContemporary hit radio is a radio format that is common in the United States, United Kingdom, Canada and Australia that focuses on playing current and recurrent popular music as determined by the Top 40 music charts...
) - August 1994-June 1998: "New Rock 102ONE" (Modern RockModern rockModern rock is a rock format commonly found on commercial radio; the format consists primarily of the alternative rock genre...
) - June 1998-December 1998: "102ONE WLUM" ("Great Rock, Real Variety") (Adult Album AlternativeAdult album alternativeAdult album alternative is a radio format. A spinoff from the album-oriented rock format, its roots trace to the 1960s and 1970s from the earlier freeform and progressive formats....
) - December 1998 - August 2001: "ROCK 102ONE" (Album-oriented rockAlbum-oriented rockAlbum-oriented rock is an American FM radio format focusing on album tracks by rock artists.-Music played:Most radio formats are based on a select, tight rotation of hit singles...
) - August 2001 - June 2002: "ROCK 102ONE" (Active RockActive rockActive rock is a radio format used by many commercial radio stations across the United States and Canada. Active rock plays contemporary rock artists with a mix of songs common in the classic rock radio format.-Format background:...
) - June 2002 to April 2005: "ROCK 102ONE" (alternative rockAlternative rockAlternative rock is a genre of rock music and a term used to describe a diverse musical movement that emerged from the independent music underground of the 1980s and became widely popular by the 1990s...
) - April 2005 - July 10, 2006: "102ONE" ("Milwaukee's Alternative Station") (alternative rockAlternative rockAlternative rock is a genre of rock music and a term used to describe a diverse musical movement that emerged from the independent music underground of the 1980s and became widely popular by the 1990s...
) - July 11, 2006 - present: "FM 102.1" ("Independent. Alternative. Radio.") (alternative rockAlternative rockAlternative rock is a genre of rock music and a term used to describe a diverse musical movement that emerged from the independent music underground of the 1980s and became widely popular by the 1990s...
)