We want to make the Loft the place where music is happening on Mill Avenue.

We know the kind of music listener that we are looking for.

We try to put humorous stuff in there. We try to reflect our personalities in the music and lyrics, and we're just weird, goofy guys. We don't want to give off that overly dark vibe. We want to get away from that and make it kind of fun. Our lyrics are very tongue in cheek and sarcastic and not overly serious.

I'm here trying to gauge my music and the ice and get into the season. Last season, we had the same plan, to build up slowly. This year, I just hope for better results at the end of the year.

Consumer behavior has changed. Listeners no longer only get their music on radio and TV. They're spending more and more time online and on devices like cell phones. We're making sure our brands reach listeners in a variety of ways.

Our shows are dedicated to a more narrow target of music, and although a lot of people show up, we kind of fly under the radar.