Challenge

In 2023, WMSE 91.7FM sought to push the boundaries of traditional radio by bringing live broadcasts directly into the community. The goal was to demonstrate WMSE's commitment to Milwaukee by literally circling the city while broadcasting, thereby engaging residents in a novel and dynamic way.

Solution

WMSE launched a series of live broadcasts from The Hop streetcar. With support from Milwaukee Tool, which provided a generator to power the music equipment, WMSE transformed the streetcar into a mobile broadcasting studio. Each broadcast featured special guests who boarded the streetcar, while a DJ curated a live soundtrack for both passengers and listeners at home. In 2024, Mayor Cavalier Johnson joined the broadcast to discuss the importance of art and music in Milwaukee, highlighting the city's cultural vibrancy.

Campaign Highlights

Our rolling broadcast featured special guests—from local artists to city officials—who joined conversations about the city’s vibrant cultural scene as the streetcar made its way through downtown.

By taking radio to the streets, WMSE deepened its connection with the community and made its programming more interactive and accessible. Passengers became part of the experience, riding alongside the live broadcast and engaging with the content in real time.

The project was made possible through strategic partnerships with 2-Story and The Hop, who helped coordinate the unique logistics of broadcasting from a moving vehicle. Technical support from Milwaukee Tool played a key role in ensuring the success of the mobile studio setup.

The streetcar broadcasts generated notable media coverage and a flurry of excitement on social media, quickly becoming a fan-favorite event. Coverage in local outlets helped elevate WMSE’s profile and solidify its reputation as one of Milwaukee’s most inventive and community-focused broadcasters.

Results

• Enhanced Community Engagement: The live broadcasts successfully engaged Milwaukee residents, bringing radio into the community and fostering a sense of connection.

• Positive Media Coverage: The initiative received favorable press coverage, including features in local media outlets, highlighting WMSE's innovative approach to broadcasting.

• Increased Listener Interaction: The unique format encouraged listener participation and interaction on the streetcar and social media platforms.

Key Takeaways

WMSE 91.7 FM's live broadcasts from The Hop streetcar exemplify how traditional media can innovate to deepen community ties. By taking the broadcast directly to the streets, WMSE showcased its commitment to Milwaukee and redefined the listener experience, making radio more interactive and engaging.