The flip to Rhythmic also brought the format back to Milwaukee for the first time since September 1994, when WLUM carried the format before they flipped to Alternative, which at the time was due to owner Willie Davis' decision to move the station away from playing the increasing Hip-Hop content that he felt was too offensive. Like WLUM (during its later years), WNRG-FM's Rhythmic playlist heavily focused on Rhythmic Pop/Dance currents, but would also incorporate more R&B/Hip-Hop into the music mix. As such, WNRG-FM faced competition from Top 40/CHR rival WXSS, and from Urban Contemporary rival WKKV.