WLUM-FM

WLUM-FM (102.1

Former Green Bay Packers defensive end and businessman Willie Davis purchased WAWA-AM-FM. He split the programming of the two stations on February 14, 1979, switching WAWA-FM to WLUM (short for We Love YoU Milwaukee!). At that point, 102.1 FM had its own distinct format focusing on disco music.^[5][6]

At the time, the disco format was hot. WLUM was the second station in Milwaukee to adopt the All-Disco format, as

By 1994, WLUM began tweaking the on-air presentation. Hip-hop was slowly being phased out and more modern rock was added to the playlist. Owner Willie Davis had a desire to distance his station from the violent image of most rap and hip-hop music. He was disappointed to find out that the station had begun to carry a nightly hour of uncensored music after the FCC's "safe harbor" regulations were not in effect. A record homicide count in Milwaukee and several area violent crimes also played into the decision.^[7] On December 1, 1993, Wauwatosa West High School assistant principal Dale Breitlow was murdered by a former student, and the station immediately pulled Dr. Dre's "Dre Day" and Eazy-E's "Real Compton City G's" in reaction, dropping their usual music and allowing those affected to call-in about how the shooting affected them.^[8]

The modern rock music was well received by listeners. In October of that year, the station adopted alternative rock full-time, as "New Rock 102ONE." That left the Milwaukee market without a Top 40 station until the launch of

Over the years, the format underwent tweaking. After adding more classic rock tracks to the playlist, the station began a brief run with an adult album alternative (AAA) format on June 23, 1998. After stunting with elevator music, a voice broke said, "Thank you for holding. This concludes our broadcast day." This was followed by Jimi Hendrix's version of The Star-Spangled Banner to launch the new format.

Artists played during this AAA era included

Active rock (1999–2002)

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The move to AAA was unsuccessful. So in December 1998, WLUM switched to

As a straight-ahead rock station, WLUM experienced some of its lowest ratings ever. The bottom came after the September 11 attacks, which caused many rock stations to shift quickly from hard rock tracks judged inappropriate in the aftermath and change away from aggressive formats.

Alternative (2002–present)

In March 2002, WLUM began making more changes. Mancow's morning show was dropped.^[11] Most of the hard rock music on the playlist was deleted 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 radio 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, the

The Bob & Tom agreement ran out in 2005. A locally oriented morning show, "Kramp and Adler", debuted on St. Patrick's Day. This was a sign of more changes to come.[12]

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, the station poked fun at itself and the many failed on-air tweaks and changes over the years. At 5:00 p.m. 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 its "independence". An announcer stated WLUM was now free from corporate practices and radio consultants. The station 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 wider playlist, featuring more

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". During this time, the station also adjusted the positioning statement from "Independent. Alternative. Radio" to "Sounds Different."

In 2014, Program Director Jacent Jackson departed WLUM to program KITS in San Francisco and Michelle Rutkowski took over as PD. Specialty shows consist of "FM 102/1 Retro Brunch" - three hours of Classic Alternative titles Sunday mornings from 7-10 am, "Indie Soundcheck" (Sunday nights 8-11 pm) with Ryan Miller, "Neighborhood Watch" - an hour of local Milwaukee music hosted by Ian McCain Sunday nights at 11 pm. The current full-time line-up includes Adler (6-10 am), Michelle Rutkowski (10 am-2 pm), Ian McCain (2-7 pm), and Schroeder (7 pm-midnight) with the current part-timers Ryan Miller and Alyssa.

Big Snow Shows

As a part of the re-branding in 2006, FM 102/1 has held its first annual "Big Snow Show." The first including

Big Snow Show 4 — Thursday, December 17, 2009 — Eagles Ballroom — After Midnight Project, Breaking Benjamin, Sick Puppies, Thirty Seconds to Mars

Big Snow Show 5 — Monday, December 13, 2010 — The Rave —

Big Snow Show 7 — Saturday, December 8, 2012 — The Rave — Silversun Pickups, The Joy Formidable, iamdynamite / (Family of the Year and Churchill performed BSS Cocktail Hour in The Rave basement)

Big Snow Show 8 — Thursday, December 12, 2013 — Eagles Ballroom —

Big Snow Show 9 — Tuesday, December 2, 2014 — Eagles Ballroom — Cage The Elephant,

Big Snow Show 15 1/2 — Thursday, December 9, 2021 — Eagles Ballroom — Kings of Leon, Wilderado / Tuesday, December 14, 2021 - Eagles Ballroom - The Lumineers Cold War Kids

Big Snow Show 16 - Saturday, December 10, 2022 - Eagles Ballroom - The 1975 (At Their Very Best), black star kids

Big Snow Show 17 - Wednesday, December 6, 2023 - Eagles Ballroom - The Black Keys, Colony House / Thursday, December 7, 2023 - Lovejoy, The Beaches, Little Image

Slogans and Timeline

• 1960-1964:
  Showtunes
  (as WMKE)
• 1964-1979:
  Gospel, Jazz
  (as WAWA-FM)
• 1979-1982: "WLUM Stereo 102, The Station With A Heart" (Jazz/Disco/Soul)
• 1982-1983: "LOVE 102 WLUM Stereo" (
  Urban Contemporary
  )
• 1983-1989: "WLUM Power 102 FM, Milwaukee's Hot FM" (
  CHUrban
  )
• 1989-1992: "More Music, Better Variety, WLUM 102 FM" (
  CHUrban
  )
• 1992-1993: "The All New Hot 102 WLUM" (
  CHR
  )
• 1993-1994: "Hot 102 WLUM" (
  CHUrban
  )
• Mid-1994: "Hot 102 WLUM, Milwaukee's Party Station" (
  CHR
  )
• September 1994-June 1998: "New Rock 102ONE" (
  Modern Rock
  )
• June 1998-December 1998: "102ONE WLUM" ("Great Rock, Real Variety") (
  Adult Album Alternative)^[14]
• December 1998 - August 2001: "ROCK 102ONE" (Album-oriented rock)
• August 2001 - June 2002: "ROCK 102ONE" (
  Active Rock
  )
• June 2002 to April 2005: "ROCK 102ONE" ("Milwaukee's Rock Alternative") (alternative rock)
• April 2005 - July 10, 2006: "102ONE" ("Milwaukee's Alternative Station") (alternative rock)
• July 11, 2006 - 2010: "FM 102.1" ("Independent. Alternative. Radio.") (alternative rock)^[15]
• 2010–present: "FM 102/1 Sounds Different." (alternative rock)

References

External links

• Official Website
• WLUM in the FCC FM station database
• WLUM in Nielsen Audio's FM station database
• Hot 102 Online
• Former PD Alex Cosper's experience at WLUM

43°06′43″N 87°55′52″W / 43.112°N 87.931°W / 43.112; -87.931