FM 102.1

FM 102.1 in the United States is an alternative rock radio station based in Milwaukee, Wisconsin, with the call sign WLUM-FM. It is owned by the Milwaukee Radio Alliance, a partnership between Shamrock Communications and the Milwaukee-based Marcus Corporation. The station primarily focuses on modern and alternative rock music, targeting a younger demographic. WLUM-FM originally launched in 1964 and has undergone various format changes over the years before settling on its current alternative format. It is known for promoting local music and hosting live events in the Milwaukee area.