WLUM-FM

WLUM-FM

Milwaukee, Wisconsin
Broadcast area	Greater Milwaukee
Frequency	102.1 MHz
Branding	"FM 102/1"
Programming
Format	Alternative rock
Ownership
Owner	Milwaukee Radio Alliance (Milwaukee Radio Alliance, LLC)
Sister stations	WLDB, WZTI
History
First air date	September 1960; 64 years ago (1960-09)
Former call signs	WMKE (1960–1964) WAWA-FM (1964–1979)
Call sign meaning	We Love YoU, Milwaukee
Technical information[1]
Licensing authority	FCC
Facility ID	63595
Class	B
ERP	8,800 watts
HAAT	257 meters (843 ft)
Links
Public license information	Public file LMS
Webcast	Listen Live
Website	fm1021milwaukee.com

WLUM-FM (102.1 MHz) is a commercial FM radio station in Milwaukee, Wisconsin. The station airs an Alternative rock radio format branded as "FM 102/1". The station is owned by the estate of former Green Bay Packer Willie Davis and his company, All-Pro Broadcasting. WLUM is run as a partnership with co-owned WZTI and Shamrock Broadcasting's WLDB as a group called the Milwaukee Radio Alliance.

WLUM-FM is a Class B FM station, with an effective radiated power (ERP) of 8,800 watts. The studios are on Good Hope Road in Menomonee Falls and the transmitter site is in Milwaukee's North Side, near the Milwaukee River at Lincoln Park.^[2]

The station signed on the air in September 1960; 64 years ago (1960-09). The original call sign was WMKE, letters from word Milwaukee. The station's studios were on North Avenue in Milwaukee. WMKE had a format that was primarily Broadway show tunes.^[3]

The owners boasted that WMKE was the nation's first "all-tape radio station", meaning that all programming originated from reel-to-reel tape or other tape formats, rather than phonograph records. They believed tape delivered higher quality audio.^[3]

The station was sold in 1964. It became WAWA-FM. The new format featured black gospel music.

It also sometimes simulcast the rhythm and blues (R&B) format of the then-sister station WAWA (1590 AM) throughout the 1960s and most of the 1970s.^[4]

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 WNUW had already beat them to it in October 1978. The success of the disco format was short-lived, with both stations shifting their programming by August 1979. WLUM shifted to a rhythmic contemporary sound in the summer of 1979.

Co-owned 1590 WAWA, a daytimer station, later picked up the WLUM call letters. The AM station was long hampered by a weak signal, and when All Pro Broadcasting purchased stronger station WMVP 1290 AM, the WAWA format and programming moved there. As a result, 1590 AM went silent in 1988, and its broadcast license turned in to the FCC.

In 1982, WLUM began adding more Urban music. By the summer of 1983, the station's format morphed into a Rhythmic Contemporary Hits presentation with the brandings "WLUM FM 102", "WLUM 102 Milwaukee's Hot FM", "Club 102 WLUM", "Power 102 WLUM", "WLUM 102 FM". It settled on "Hot 102 WLUM", airing a mix of dance music (including Freestyle, House and Club Imports) and Top 40 hits (including Rock and Modern/Alternative tracks).

By 1989, WLUM was 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 Power 106 in Los Angeles. Veteran Rhythmic program director and future consultant Rick Thomas was in charge, before moving on to launch XHITZ San Diego's Rhythmic format in April 1990. Also during this period, noted radio personality Bubba the Love Sponge briefly did an air shift at Hot 102.

By late 1991, WLUM evolved into a straightforward Top 40 - CHR presentation. More hip-hop was added to the playlist by the following year, to better compete with upstart rival WKKV-FM "V-100.7" for the urban audience.

By late 1993, it began shifting back to a Dance-leaning direction. It used the moniker "Hot 102 WLUM, Milwaukee's Party Station". This lasted until the Summer of 1994, when it shifted back to mainstream Top 40.

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 WXSS-FM 103.7 in 1998.^[9]

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 Rolling Stones, Nirvana, Melissa Etheridge, Led Zeppelin, Dave Matthews Band, and The Doors.^[10]

This section does not cite any sources. Please help improve this section by adding citations to reliable sources. Unsourced material may be challenged and removed. (October 2023) (Learn how and when to remove this message)

The move to AAA was unsuccessful. So in December 1998, WLUM switched to hard rock with the syndicated Mancow Muller from Chicago in the morning. The station initially avoided much of the then-popular nu metal music that WLZR 102.9 played, but added a great deal to the playlist by 2001. Nonetheless, WLUM was consistently a distant second to market leader WLZR.

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.

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 Indianapolis-based Bob and Tom was added in morning drive time to compete against Bob & Brian up the dial on WLZR. But Bob & Tom's older audience (where it was often programmed on classic rock stations) proved incompatible for the rest of WLUM's younger-skewing alternative rock sound.

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 indie rock. The first song after the relaunch was "Guerrilla Radio" by Rage Against the Machine. Jackson also added new DJs to the airstaff including Michelle Rutkowski from WKQX in Chicago. The station's moniker switched to "FM 102.1" with the slogan, "Independent. Alternative. Radio." WLUM also ended its last remaining syndicated show, "Loveline", vowing to be 100% local.^[13]

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. In August 2024, afternoon host and assistant program director Ian McCain passed away after a brief illness.^[14]

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 Sunday nights at 11 pm. The current full-time line-up includes Adler (6-10 am), Michelle Rutkowski (10 am-2 pm), TBD (2-7 pm), and Schroeder (7 pm-midnight) with the current part-timers Ryan Miller and Alyssa.

As a part of the re-branding in 2006, FM 102/1 has held its first annual "Big Snow Show." The first including My Chemical Romance, Rise Against and Red Jumpsuit Apparatus at the Riverside Theater (Milwaukee) on Wednesday, December 13, 2006. 2007's BSS was held in the same location on Sunday, December 16 with Coheed and Cambria, Jimmy Eat World, Shiny Toy Guns and The Starting Line. In 2008, Big Snow Show 3 switched venues to The Rave/Eagles Club with headliners Death Cab For Cutie, Jack's Mannequin and The Ting Tings on Tuesday, December 2.

The following FM 102/1 Big Snow Show Lineups:

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 — CAKE, Ok Go, Switchfoot / Tuesday, December 14, 2010 — The Rave — Chevelle, Finger Eleven

Big Snow Show 6 — Thursday, December 15, 2011 — The Rave — Cage The Elephant, Sleeper Agent, The Joy Formidable

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 — Phoenix (band), alt-j, Grouplove, Bastille / Friday, December 13, 2013 — Eagles Ballroom — Arctic Monkeys, Foals, NONONO

Big Snow Show 9 — Tuesday, December 2, 2014 — Eagles Ballroom — Cage The Elephant, Fitz and the Tantrums, Meg Myers, alt-j, Vance Joy / Tuesday, December 16, 2014 — Eagles Ballroom — Fall Out Boy, WALK THE MOON, Vinyl Theatre / The Big Snow Show Hangover show featured banks (singer) and The Living Statues in The Rave on Thursday, December 18, 2014,

Big Snow Show 10 — Thursday, December 10, 2015 — Eagles Ballroom — Weezer, X Amabassadors, Glass Animals, BORNS / Friday, December 11, 2015 — Eagles Ballroom — Of Monsters and Men, Cold War Kids, Meg Myers / Saturday, December 12, 2015 — Eagles Ballroom — Panic at the Disco, Atlas Genius, Frank Turner, JR JR

Big Snow Show 11 — Friday, December 2, 2016 — Eagles Ballroom — The Head and the Heart, Jimmy Eat World, Fitz and the Tantrums, Bishop Briggs / Thursday, December 8, 2016 — Eagles Ballroom — Bastille, Awolnation, Andrew McMahon in the Wilderness, Barns Courtney (Judah and the Lion was featured for the BSS Happy Hour in The Rave Bar)

Big Snow Show 12 — Thursday, November 30, 2017 — Eagles Ballroom — WALK THE MOON, Foster The People, AJR / Friday, December 1, 2017 — Eagles Ballroom — Paramore, Dashboard Confessional, The Wrecks / Saturday, December 2, 2017 — Eagles Ballroom — Phoenix, Lord Huron, Cold War Kids, Welshly Arms

Big Snow Show 13 — Thursday, November 27, 2018 — Eagles Ballroom — Bastille, Young The Giant, Bishop Briggs, grandson / Thursday, November 29, 2018 — The Rave — Elle King, Flora Cash / Saturday, December 1, 2018 — Eagles Ballroom — Death Cab For Cutie, Jungle, Albert Hammond Jr., Barns Courtney

Big Snow Show 14 — Thursday, December 10, 2019 — Eagles Ballroom — Cage The Elephant, Angels and Airwaves, The Federal Empire / Sunday, December 15, 2019 — The Rave — PVRIS, Misterwives, SHAED

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

• 1960-1964: Adult standards, Showtunes (as WMKE)
• 1964-1979: Rhythm and Blues, 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)^[15]
• 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)^[16]
• 2010–present: "FM 102/1 Sounds Different." (alternative rock)

• Official Website
• Facility details for Facility ID 63595 (WLUM-FM) in the FCC Licensing and Management System
• WLUM-FM 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