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WLUM Milwaukee: Commercial Alternative at its Best

S

salad dressing

The music being cranked out on this station is nothing short of astounding, because it is both very commercially viable yet interesting at the same time. Since their recent relaunch, they're also digging into the cool, hidden gold tracks like no other big market, big signal station in the country right now.

WLUM Milwaukee 8/21/06 8PM NIN "Only", Refreshments "Banditos" Killers "When you were young" Panic at the disco "I write sins.." Johnny Cash "Ring of fire" Beck "Devils Haircut" 10 Years "Wasteland" Crystal Method "Busy Child" Say Anything "Alive with the glory of love" All american rejects "Move along" Ice Cube "It was a good day" Nirvana "Smells Like Teen Spirit"

WLUM Milwaukee Friday 8/25/06 7pm Radiohead "Paranoid Android" 311 "Don't Stay Home" System of a Down "Chop Suey!" Clash "Rock the Casbah" Arctic Monkeys "I Bet You Look Good on the Dance Floor" Bush "Comedown" Beastie Boys "The New Style" Deathcab for Cutie "Soul Meets Body" RHCP "Around the World" Cypress Hill "Hand on the Pump" Angels & Airwaves "Do it for me Now" Crystal Method "Trip Like i Do"

Last but not least, the flashback lunch...

WLUM Milwaukee Tues 8/30/06 12PM Peter Murphy "Cuts You Up" Matthew Sweet "I've Been Waiting" Clash "London Calling" Fastball "The Way" STP "Dead & Bloated" Soul Asylum "misery" Cure "Pictures of You" They Might Be Giants "Ana Ng" Pearl Jam "Release" Gin Blossoms "Follow You Down"
 
This is a really good station. Milwaukee seems to be a terrific market if you're a rock fan. I like the diverse library selections and the fact that unlike certain other stations (*cough* G Rock Radio *cough*), aren't afraid to mix it up with something a little edgier, like System Of A Down. Once I have the time to hook up speakers to my office computer, I will definitely tune in if they have an online broadcast. I wonder if they're as good during the day as they are in the evening. It's good to see a station clearly programmed by a fan of the format, instead of someone that probably uses MTV as an exclusive source for new music.
 
If someone used MTV to program an alt station that station would suck. The only artist would be Red Hot Chili Peppers, Panic! At The Disco and Cartel.

Only song i saw on Yes.com i really hated was Blue October - Hate Me.
 
I wrote about WLUM on another thread just the other day:

http://www.radio-info.com/smf/index.php/topic,43815.10.html

After so many years of screwups, turmoil and mediocrity, I'm glad to see they finally got it right.

A little background, and some history: During the 80s and into the 90s, WLUM was a really good Rhythmic CHR called "Hot 102". They dominated the local ratings until V100 arrived and grabbed much of the urban audience. Then, in 1993, WLUM's locally-based owner (Willie Davis) ordered all of his stations (including KACE in LA) to drop all the violent rap music after a local school shooting. WLUM responded by adding more alternative to the CHR playlist, until they were full-fledged alternative by 1994, when it seems every other station started doing it. They weren't bad, but a bit bland and tightly formatted.

Went in more of a Triple A direction in '98, adding stuff like Springsteen and Clapton. They botched it badly and went "Hard Rock With No Rap" (i.e. no Kid Rock or Limp Bizkit) in '99, adding the awful Mancow show in the morning. In 2001, they went harder and added Kid Rock and Limp Bizkit.

In '03, they saw the error in their ways (and years of really crappy ratings), so they started adding more alternative cuts. Station was heavily consulted, and they had restrictive playlists and heavy repitition. Some of the music in rotation was a bit suspicious, such as the Beastie Boys' "License to Ill" (released in 1986). They played the hell out of that. Really bland station with mediocre formatting. They definitely didn't get their money's worth out of that consultant. They made a good move when they dropped Mancow, but screwed up even more when they added "Bob and Tom", which does not fit the format at all.

Now they sound pretty good. They got rid of the consultant and the syndicated crap like "Bob and Tom" and the day-old Loveline repeats. Added some cool specialty shows and went local in the morning. I like the new locally-oriented approach. It has a much looser vibe, less repetition and aren't afraid to throw in what I call a "Holy S--t" song (as in, when a station plays an oddball track, the listener yells, "Holy s--t! I can't believe they played THAT!"). Stuff like Johnny Cash, Tribe Called Quest, Grandmaster Flash, etc. Stations should surprise and captivate their listeners like that. It attracts attention, and keeps a station from fading in to the background. I also like their imaging. And the fact that their jocks are there 24/7, meaning that they're probably the only station left in town with jocks in the studio at all times. Seems like the only place I can go anymore to get storm warnings (if the jocks actually feel like doing that on the air - they don't read weather reports).

As far as streaming, unfortunately they don't. WLUM used to, but as they explain on their website (http://www.fm1021milwaukee.com/home.asp), RIAA issues keep them from doing it currently. Ironically, I believe their sister station, X103.9 in Riverside, CA still does.
 
FightingIrish said:
As far as streaming, unfortunately they don't. WLUM used to, but as they explain on their website (http://www.fm1021milwaukee.com/home.asp), RIAA issues keep them from doing it currently. Ironically, I believe their sister station, X103.9 in Riverside, CA still does.
Click to expand...

Thanks for a GREAT review/post, Irish!! I wish they would stream for my Orange County, CA ears! Just think of zero LA stations like WLUM to listen to :mad: . I don't understand why they don't stream (as you mention Willie Davis' X103.9 AND his AC station KATY in Hemet/Temecula both stream). Many stations in recent years/months have added their streams online --- are they resolving those RIAA issues?? Also some ASCAP issues I believe. Good playlist and yeh I love the OH Shoot I can't believe they're playing that but I'm glad they are..that shows they have balls! Thanks again! Go Notre Dame!! :)
 
Well, if you're in OC, you do have Indie 103. That's a pretty good station. A little quirky, but pretty entertaining.

KROQ is just a run-of-the-mill CBS alternative rock station. Just living off past glories (like Live 105). Not terrible, and certainly better than most, but not great. They used to be the best, but I'd actually put the new FM102.1 (WLUM) up against it anyday, and I never thought I'd say that!

They've got a pretty good weekend going on now (they do theme weekends often). They're doing the Top 102 bands of all time (voted for by listeners). They're playing 2-5 song sets from each. Kinda cool hearing three songs from They Might Be Giants in a row.
 
Re: WLUM: They Like It in Milwaukee!!!

Wow, nice gains for this station.

3.2 in the latest Summer period in the 12+ ratings!!!

Score 1 for nonconformism.

Let's hope it can last..
 
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