WLUM-FM, known on-air as FM 102/1, has been a staple of Milwaukee's radio scene for decades, broadcasting on 102.1 FM with an alternative rock format since 2006.
The station, owned by Milwaukee Radio Alliance (a partnership between All-Pro Broadcasting and Times-Shamrock), has been sold to K-Love Inc., a Christian radio conglomerate, for $4 million. The sale will result in the station switching from alternative rock to Christian contemporary music sometime in October 2025.
The change also affects sister station WLDB-FM (93.3), which will shift from adult contemporary to another K-Love format.
The news has sparked sadness among listeners and local media, as WLUM has been a key player in Milwaukee's independent radio landscape, evolving from its disco roots in the late 1970s (when it launched as "We Love YoU Milwaukee!") through rhythmic contemporary hits in the 1980s and 1990s, to its modern alt-rock identity. In response, the station is planning a series of nostalgic "farewell" events and special programming to celebrate its legacy, including a "final party" and theme days leading up to the switch.
- 1960s–1970s: Launched as WMKE with Broadway show tunes.
- 1979: Switched to disco under new owner Willie Davis (a former Green Bay Packers legend).
- 1980s–1990s: Evolved to rhythmic contemporary and dance music under brands like "Hot 102."
- 2006–Present: Alternative rock as FM 102/1, becoming a go-to for local and national acts.
WLUM-FM is dedicating its final weeks to reflective and fun programming with key highlights include:
- Theme Days Honoring Past Formats: September 18, 2025: Revival of the "New Rock 102.1" format (the predecessor to the current alt-rock lineup), again with returning personalities to share stories and play era-specific tracks.
- Guest Appearances and Full-Day Takeovers: Longtime morning host Jon Adler, who was laid off from WLUM in March 2025 amid staff cuts and later joined WYMS-FM (88.9, aka Radio Milwaukee), will return for a full day of programming on September 26, 2025. Adler's return is a highlight, given his role in the station's popular "Kramp & Adler" morning show.
- Overall Farewell Programming: Over the coming weeks, expect a mix of alternative rock deep cuts, listener-requested favorites, behind-the-scenes stories from the station's 45+ years, and "bad jokes" to keep the vibe light-hearted. The station has vowed to "stay true to its roots" until the end, focusing on music that defined Milwaukee's alt scene.
- The 'Final Party': This in-person party will serve as the station's grand send-off, featuring live DJs, music from WLUM's history, and opportunities for fans to gather and reminisce. Details like exact date and time have not been specified in initial reports but are expected to align with the late-September programming push.