[3] In 1966, Gordon McLendon purchased the station, changed the call sign to WWWW ("W4"), and installed a beautiful music format.

[citation needed] The station was located at 2930 E. Jefferson Avenue in Detroit, in a building now housing the marijuana law firm Cannabis Counsel, P.L.C.

During its Solid Gold period, W4 was one of the first stations to pick up Detroit radio veteran Casey Kasem's newly syndicated countdown show, American Top 40.

[5] The station is most remembered today as one of the early radio jobs for Howard Stern, who was brought in from Hartford, Connecticut, to host mornings, beginning April 21, 1980.

However, W4 was one of four Detroit stations with an AOR format, and faced with increasing competition and rapidly falling ratings, management decided to make a change.

The station reportedly planned to brand Howard Stern as "Hopalong Howie," which he declined after two weeks, moving to WWDC-FM in Washington, D.C.

In the film Private Parts, Stern announces his departure in the middle of a song, claiming he didn't understand country music.

In addition, Detroit and its suburbs had a sizable percentage of the population whose families hailed from the Southern United States and grew up with the genre.

Declining ratings and revenue led owners AMFM (which became part of Clear Channel Communications in August 2000) to drop the country format at 6 p.m. on September 1, 1999.

In September 2000, the WWWW call sign moved to 102.9 MHz, the former WIQB, in nearby Ann Arbor, also owned by Clear Channel.

At noon on May 17, 2006, "The Drive" signed off with "Too Late For Love" by Def Leppard, followed by an announcement from legendary Detroit TV news anchor Bill Bonds, talking about "building a brand new radio station" at 106.7 and "letting you, the listeners, choose the music."

Radio insiders believed the station had adopted a country format only to steal listeners from WYCD, and keep co-owned WNIC in the #1 slot.

[16][17] By 2010, with CBS Radio's WVMV's flip to top 40, and sister station WKQI's shift in a mainstream top 40 direction, WDTW began pivoting towards a conventional rhythmic contemporary direction by adding more current music and cutting back on the heavy amount of gold product.

Mornings and evenings were voicetracked by Paul "Cubby" Bryant of WKTU in New York and Billy The Kidd of 106.1 Kiss-FM in Dallas.

[20] On November 20, 2017, at 9:24 p.m., after playing "Closing Time" by Semisonic, WDTW-FM flipped to an alternative rock format as Alt 106-7, launching with a 10,000 songs commercial-free promotion.

On March 1, 2019, at Noon, after playing "In Bloom" by Nirvana, the station began stunting with a loop of "It's a Long Way to the Top (If You Wanna Rock 'n' Roll)" by AC/DC.

At 1 p.m., the station returned to classic rock once more as 106.7 WLLZ, Detroit's Wheels, reviving a brand that had previously been used on WDZH prior to its switch to smooth jazz in 1995.

[28][29] On April 22, 2022, iHeartMedia filed a construction permit with the FCC to reduce WLLZ’s power to 39,000 watts, along with a relocation of their transmitter and antenna to a tower shared with NPR affiliate WDET.

In December 2009, the format was changed to Clear Channel's Pride Radio which featured dance music geared toward the LGBT community.