Can an internet radio station with a non-existent budget, run out of a 'bunker' (aka - the computer room in someone's house), programmed by a few ex-radio station staffers, change the face of modern rock radio in Philadelphia? The Committee for Radio Revolution (the small crew that runs Y100rocks.com) thinks 'YES!'

On February 24 at 11:57 pm, the last chords of Pearl Jam's 'Alive' rang out and Y100/100.3 FM, a profitable, nationally respected modern rock radio station evaporated. Bands such as Modest Mouse, Weezer, Coldplay, Sublime, Dashboard Confessional, Jimmy Eat World, and White Stripes no longer had a home on the Philadelphia radio dial. Philadelphia had just become the only big city in America without a modern rock station.

Y100rocks.com a website and radio station, instantly sprang up and became the voice and musical outlet for the 500,000 homeless Y100 listeners in the Philadelphia area.

The response to Y100rocks.com the website and radio station was huge and instantaneous. In 24 hours over 11,000 listeners flocked to the website and signed the petition to 'save Philadelphia from being the largest city in America without a modern rock station'. Since then over 48,000 more have joined them. At the time of this release over 59,000 people have signed the petition. Y100rocks.com, the website, has received over 1 million page views and over 500,000 unique visits. Within four days Y100rocks.com, the radio station, was one of the most listened to internet radio stations at Live365.com. After three weeks in existence listenership continues to climb.

Grassroots growth

Listeners, not staffers, have fueled the growth of Y100rocks.com, and they're not just sitting at their computers. Nine days after the station evaporated, a listener organized rally sprang up on the steps outside of the Philadelphia Museum of Art. Four local TV stations surrounded over 500 passionate Y100 fans as they assembled to voice their frustrations and to encourage corporations that own radio stations in the market to bring Y100's brand of modern rock music back to the airwaves. Many were clad in homemade Y100rocks.com T-shirts or were holding posters and signs with slogans calling for a new home for modern rock on the Philadelphia radio dial. The listeners that organized the rally and ex-Y100 staffers spoke, including former Y100 Program Director, Jim McGuinn, 'The top of the steps is the perfect setting for this. This is where Rocky ran up the steps. He was the ultimate underdog. All of us here today are the underdogs. Rocky never gave up, we're not giving up.'

How does it work?

The station's unique and adventurous brand of modern rock music runs interrupted for most of the day. Every evening, and occasionally during the afternoon, an ex-Y100 DJ, ex-Y100 staffer, and in some cases a Y100 listener will DJ, saying and playing what they want. Organizers of the site are committed to having live DJs on the station seven days a week.

Dollars and Sense?

At the time of its demise Y100 was the most profitable of Radio One's three Philadelphia stations. The station's commercial allotment was full. The format change was not due to failure. Radio One higher-ups told the staff that 'Y100 no longer fit into the corporation's vision'. Approximately twelve hours later, Y100 and modern rock listeners in the Philadelphia area fell victim to a game of corporate chess.

Advertising

Y100's profitability and viability have carried over to Y100rocks.com. In three weeks of existence, advertisers have spent $5,000 on banner ads on the site. The site's first official advertiser was local concert promoter, Electric Factory Concerts. They enthusiastically approached site organizers about advertising Sum 41's upcoming show in Philadelphia. Local and national advertisers have continued to approach site organizers about placing banner ads.

Merchandise

The Y100rocks.com merchandise page - offering T-shirts, hooded sweatshirts, coffee mugs, stickers, thong underwear and more - has seen $8,300 worth of sales.

Superstar support

Support for Y100rocks.com's effort to bring modern rock back to the Philadelphia radio dial has come in from artists that Y100 championed over its twelve-year history. Weezer, Dave Matthews Band, Good Charlotte, 311,Garbage, Taking Back Sunday, G. Love and The Starting Line wrote letters of support (that can be viewed at Y100rocks.com) or put messages up on their official websites encouraging their fans to sign the Y100rocks.com petition. Last week, Hot Hot Heat, did an hour long guest DJ shift before their sold out show. Taking Back Sunday will be the next band to play the role of guest DJ.

What's next

'Hopefully, one of the two or three corporations that has approached me about putting modern rock back on the dial will actually do it,' says ex-Y100 program director, Jim McGuinn. 'I've learned a lot and continue to learn from what Y100rocks.com has accomplished. I've learned about the power of community, the power of viral marketing. If I get the chance to do this again, we're going to create a radio station that inspires change. A radio station that throws the rule book out the window and creates a new vision for modern rock radio. Hopefully we'll create a station that will save modern rock radio, or at least save modern rock radio in Philadelphia.'