There’s a new radio station in town, playing adult album alternative (AAA) music. Boasting that it's a local station for Clevelanders, by Clevelanders, WLFM 87.7 FM Cleveland’s Sound is independently owned and operated by Tom Wilson and his partners. The group has been buying low-power television stations for the past 12 years. In 2008, they ventured into the low end of the radio dial with a smooth jazz station in Chicago. As former president and general manager of two major Cleveland radio stations, Wilson is a Cleveland radio veteran as well as a native.

The Cleveland station has been in the works for about a year and finally went live on September 9. “Basically, it’s a station that delivers a need in the market," says Wilson. “There’s nothing in the Cleveland market, aside from college stations, that’s doing what we’re doing.”

Marketing director Kendall Embrescia is excited to bring an out-of-the-box approach to Cleveland radio. “We want to bring a fresh, edgy station to market that really serves a need,” she says. “Within eight weeks of being on the air, we’ve had an incredible response.”

The station is bringing back The Inner Sanctum, a weekly show that features only local artists and “is legendary around here,” says Embrescia.

Organizers held an open casting call at the Beachland Ballroom in July to staff 87.7, and collected more than 100 resumes. The station built offices and studios from scratch on the fourth floor of the Agora. There are 17 people on staff, plenty of whom are Cleveland radio veterans. Embrescia says they are working with local colleges to put together an internship program for spring.

But for Embrescia, it’s all about putting out great music. “We just want to give the listeners the best experience they can possibly have,” she says.

The station plans its official launch party on Friday, November 16 from 7-10 p.m. at the Barley House. The event is open to the public.

Sources: Tom Wilson and Kendall Embrescia
Writer: Karin Connelly