"A is for Apple."

For generations, childrens' alphabet songs and books have opened with that familiar line, but musician Justin Roberts finally mashed it into something completely new.

"A is for the apple sauce that mother pours into her bubble bath," he sings in his version.

Welcome to the sweet, smart and wacky world of Justin Roberts, a family-focused singer/songwriter from Chicago who early in his career was called a "rising star" by the New York Times.

"I try to write songs that parents and kids will discuss together and make them both laugh. I try not to 'preach' to children in my music but I do like writing songs about the more difficult aspects of growing up like moving, being afraid of the dark and bullies," he says.

Roberts will make his Milwaukee debut on Sunday, July 18 when he plays a house concert in a Shorewood home, 3534 N. Lake Drive, at 3:30 p.m.

This is an open-to-the-public performance sponsored by OnMilwaukee.com and all of the proceeds from ticket sales go to Roberts. The Hambrooks, the hosting homeowners, are providing the space for free, fueled solely by their love for music and the desire to support a musician on a grassroots level.

Roberts, 34, is part of a new but undefined movement in children's music -- arguably championed by Laurie Berkner -- and making playful and thoughtful records for entire families. He says the songs are fun for kids but intelligent enough for even the most skeptical adults. Consequently, Roberts' fans are just as likely to be doctors as to play doctor.

His live performances are a snap, crackle, pop of sing-a-longs, rhythmic shouting and let-your-hair-down dancing. Roberts masterfully blends music, poetry and insightful silliness into a single fingerpainted swirl, like a colorful mix of Shel Silverstein and Bruce Cockburn on Kool-Aid.

His latest album, "Way Out," is his fourth, and he describes it as more "rock and roll" than the other folk-oriented releases.

"It explores some new themes -- doctor visits, day camp, picture day -- and is a little more musically complex, but with plenty of catchy choruses and lots of call-and-response," he says.

Roberts is faced with the task of producing genuine music for young minds in a not-always-family-oriented industry. Unlike Berkner, Roberts hasn't made music videos for Noggin, but he is considering it.

"I think, unfortunately, kids are being marketed to from all sides so having something a little more age appropriate and smart for kids on television is good," he says. "I always loved Schoolhouse Rock, Sesame Street and Mister Rogers growing up, and I think having similar options for kids is great."

A lifelong music lover, Roberts started his music career in the early '90s as a member of indie-folk group Pimentos for Gus. To pay the bills, he worked as a Montessori preschool teacher where he originally began writing and performing for kids. He later recorded his first record, "Great Big Sun," for friends and family members.

Despite the lack of advertising and a shoestring marketing budget, glowing reviews of "Great Big Sun" began appearing in Disney's Family Fun Magazine, the Los Angeles Times and Sesame Street Parents Magazine -- who named it "Best Music Gift of the Year."

Once orders started pouring in from all over the world and shows began to sell out, Roberts quit his day job to concentrate on his family music career full time.

Although his live performances are coveted by fans all over the country, Roberts is eager to play a smaller venue in Milwaukee.

"House concerts are the most intimate venues I perform. I love singing the songs without amplification and with families close by singing along," he says.

The Justin Roberts House Concert is Sunday, July 18 at 3:30 p.m. Tickets can be purchased at the door, $10 for adults and $5 for kids. Snacks and beverages are included. For more information, call (414) 791-5384.

B is for "be there!"

Justin Roberts' Web site is justinroberts.org.