2Day FM aims younger with major format change
Sydney’s 2Day FM has undergone a massive format shift, aiming for the younger end of the demographic with a guarantee to play “more new music than any other commercial radio station in Sydney” and a commitment to support more Australian artists.
A press release from the station rattles off the types of artists you’re now likely to hear on the station: Troye Sivan, Doechii, The Kid Laroi, SZA, Kita Alexander, Kendrick Lamar, Dom Dolla, Sabrina Carpenter, Young Franco, Drake, Billie Eilish, Tobiahs, and Cyril.
The station will market their new sound with a social-first campaign that it says will “showcase the youthful and vibrant side of Sydney”.
Sounds like Nova back in the 00’s… “Sounds Different”
Great article, thanks for the reminders.
First you have to entice young people to listen to radio. They don’t and won’t.
2Day FM says they’ll ‘overdeliver’ on the 25% Australian music quota, but does anyone know if that means prime-time hours or if most of it will be buried in the late-night/early morning slots?
Are they actually committing to showcasing Aussie artists when people are listening, or just meeting the bare minimum requirements?