Milwaukee artists target the radio to help promote city

MILWAUKEE: A Milwaukee arts group wants to use a radio station to promote local performers and attract young professionals to town.

MILWAUKEE: A Milwaukee arts group wants to use a radio station to promote local performers and attract young professionals to town.

"This is something quite out of the box," said Dean Amhaus, president of Spirit of Milwaukee, a group that promotes the city. Amhaus has been providing advice to Radio for Milwaukee, the group that is trying to get permission from Milwaukee Public Schools (MPS) to run station WYMS-FM.

The station, owned by the school system, now plays syndicated jazz programming. MPS

is looking for a way to reduce its expenses and has asked for proposals from third parties interested in taking over the station's operations.

Radio for Milwaukee has proposed running the station as an outlet to feature local musicians, discuss the local arts scene, and, in turn, promote the city.

"We'd use it to promote Milwaukee in the largest sense," said Todd Broadie, a business consultant and former marketing manager for Milwaukee-based Narada Productions, a music label. "We're not saying we're going to create a big commercial for the city. We're going to create a great radio station. By promoting a great station, we promote Milwaukee."

The radio station is only the first of several avenues the group plans to pursue to promote the Milwaukee arts world, Broadie said.

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