WLUM-FM (102.1), a Milwaukee radio station known for its alternative rock format for nearly two decades, is preparing for a significant change. The station will transition to Christian music next month. Before the format switch, WLUM-FM has scheduled a series of special events and programming throughout September, culminating in a public 'final party' and themed broadcast days.
Key Takeaways
- WLUM-FM (102.1) is changing from alternative rock to Christian music.
- A public 'final party' is scheduled for September 18 at New Fashioned.
- Special programming will run daily from 9 a.m. to 5 p.m. through September.
- Programming includes 'switch back' days to previous formats and a day with former morning personality Jon Adler.
- The sale of WLUM-FM and WLDB-FM to K-Love Inc. for $4 million is pending FCC approval.
WLUM-FM Plans Final Events Before Format Change
The Milwaukee radio station, WLUM-FM (102.1), is organizing a 'final party' for its listeners. This event will take place on September 18 from 4 p.m. to 6 p.m. at New Fashioned, located at 1122 N. Phillips Ave. The party is open to the public, and attendance is free. This gathering offers a chance for listeners to mark the end of an era for the station's alternative rock format.
Beyond the party, WLUM-FM has planned extensive special programming. These broadcasts will run daily from 9 a.m. to 5 p.m. for the remainder of September. The schedule aims to celebrate the station's 19-year history and its various formats. Listeners can expect a mix of nostalgic content and special appearances.
Station History
WLUM-FM has broadcast its alternative rock format for nearly two decades. It has been a fixture in the Milwaukee radio landscape since its inception.
Special Broadcast Schedule Highlights
The special programming includes several themed days designed to engage long-time listeners. On September 17, the station will feature 'Hot 102 Day,' switching back to its predecessor format. The following day, September 18, will be 'New Rock 102.1 Day,' also featuring on-air talents from that era. These days offer a look back at the station's evolution.
A notable return will be Jon Adler, WLUM-FM's former morning personality. Adler, who left the station in March and joined WYMS-FM (88.9) earlier this summer, will return for a full day of broadcasting on September 29. This appearance is highly anticipated by many listeners.
"We are excited to bring back some familiar voices and formats for our listeners one last time," a station representative stated regarding the special programming.
Other dedicated programming days include 'Retro Brunch' on September 24 and 'Indie Soundcheck' on September 25. These were signature programs for FM102.1. September 26 will be 'MKE Music Day,' focusing exclusively on music from Milwaukee artists. This highlights the station's commitment to local talent over the years.
Broadcasting Milestones
The station's programming includes a day dedicated to all Milwaukee music. This reflects a commitment to supporting local artists and the regional music scene throughout its history.
Red Hot Chili Peppers Themed Days
In a unique tribute to a band that often generated strong opinions among listeners, the station will dedicate two days to the Red Hot Chili Peppers. September 22 will be a 'No Red Hot Chili Peppers Day,' where no songs by the band will be played. This will be followed by September 23, an 'Only Red Hot Chili Peppers Day,' featuring solely their music. This playful nod acknowledges the band's sometimes polarizing presence on the station's playlist.
The full daily programming schedule, from 9 a.m. to 5 p.m., is:
- Sept. 17: Hot 102 Day
- Sept. 18: New Rock 102.1 Day
- Sept. 19 to 21: All Things Alternative Weekend
- Sept. 22: No Red Hot Chili Peppers Day
- Sept. 23: Only Red Hot Chili Peppers Day
- Sept. 24: Retro Brunch Day
- Sept. 25: Indie Soundcheck Day
- Sept. 26: MKE Music Day
- Sept. 27 to 28: All Things Alternative Weekend
- Sept. 29: Adler Day
- Sept. 30: Playlist Party Day
Ownership Change and Future Plans
The format change follows an announcement regarding the station's sale. On August 25, documents appeared on the Federal Communications Commission (FCC) website. These documents indicated that Milwaukee Radio Alliance was selling WLUM-FM and adult contemporary station WLDB-FM (93.3) for $4 million. The buyer is K-Love Inc., with the sale pending FCC approval.
K-Love Inc. is owned by the Educational Media Foundation, a Christian nonprofit organization based in Franklin, Tennessee. This organization operates in more than six markets in Wisconsin. Its stations include WLVE-FM (105.3), which is licensed to Mukwonago. The company manages over 500 stations nationwide. This acquisition expands their presence in the region.
Financial Transaction
The sale of WLUM-FM and WLDB-FM to K-Love Inc. is valued at $4 million, awaiting final FCC approval.
Michelle Rutkowski, WLUM-FM's vice president of programming and operations, confirmed the end of FM102.1's current format on August 26. She shared an emotional message over the air and on the station's social media channels. The exact final day of broadcasting for the alternative rock format is expected in early October, but a specific date has not yet been determined.
Other Milwaukee Radio Market Changes
The Milwaukee radio market is experiencing other shifts as well. On September 10, Civic Media, a Wisconsin-based news and progressive-talk radio network, announced its own acquisition. Civic Media is buying WZTI-AM (1290), previously known as Fonz MKE, from the Milwaukee Radio Alliance. This purchase also includes two FM translators: 100.3 and 107.3.
These translators previously carried the country music station "Froggy MKE." Under the new ownership, WZTI-AM 1290 and FM 107.3 will simulcast a new format. This format will be called "Local News and Timeless Hits," in conjunction with WRJN in Racine. Additionally, the WAUK-AM (540) signal will be carried by 100.3, extending its reach to downtown Milwaukee and some suburban areas. These changes indicate a dynamic period for local broadcasting in Milwaukee.
Shifting Landscape
The sale of multiple stations by Milwaukee Radio Alliance signals a broader restructuring within the city's radio market, impacting various formats and listener demographics.