Hopping in the car and turning on the radio is a ritual for many in southeast Wisconsin.<\/p>\n
Brad Vogel has been tuning in to 102.1 since he was in middle school and still listens to FM radio every day for the music and personalities.<\/p>\n
“In our eyes, they’re like local celebrities. They’re people you know or hear of, even if you never meet them. But at the same time, they’re just like you,” Vogel said.<\/p>\n
<\/p>\n
But now some of those familiar sounds on the air are up in the air because both 102.1 and 93.3 were sold to a Christian radio network called K-Love.<\/p>\n
“It’s no secret that radio is struggling to find its footing again,” said Scott Ozzborn, a former WLUM-FM radio host.<\/p>\n
Watch: Avid listener and former host say goodbye to rock legacy radio station<\/p>\n
Avid listener and former host say goodbye to rock legacy radio station<\/p>\n
Ozzborn worked at WLUM 102.1 in the early 2000s. He had a late-night show called Land of Ozz. He’s not surprised to hear that new ownership has taken over but said it’s hard to see a staple like WLUM go away.<\/p>\n
<\/p>\n
“It feels like home. It’s something that you always relied on and could turn to when you came to Milwaukee,” Ozzborn said.<\/p>\n
With his show, Ozzborn got to travel and experience all sorts of major events, like covering 9\/11, going to Mardi Gras every year, and even having Barbra Streisand call into his show. Through it all, he connected with his audience, including listeners like Vogel.<\/p>\n
“I used to listen to him religiously. Every night it was always Land of Ozz,” Vogel said.<\/p>\n
102.1 has built its audience on rock lovers like Vogel and Ozzborn.<\/p>\n
“It’s always been an alternative station that reached an audience that other mainstream, commercial-type stations just couldn’t reach,” Ozzborn said.<\/p>\n
<\/p>\n
With a new company taking it over, they hope the station continues to capture the sound of rock and roll.<\/p>\n
“If it’s a Christian company, I mean, Skillet would be a perfect band to play Christian rock, right there, definitely,” Vogel said.<\/p>\n
“If it were me, I would definitely lean into the Christian rock side of things and try to woo those people over. You already have rock listeners there,” Ozzborn said.<\/p>\n
While the new format may sound different, Vogel said his radio routine will stay the same.<\/p>\n
“It’s part of the business, whether you like it or not,” Vogel said.<\/p>\n
The station will transition formats on Tuesday.<\/p>\n
Let’s talk:<\/p>\n
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