Jacaranda FM makes waves with a world first

Ra­dio sta­tion’s vi­brant cam­paign has the lis­ten­ers’ ears

The Star Late Edition - - NEWS - KAR­ISHMA DIPA kar­ishma.dipa@inl.co.za

THOSE trav­el­ling through Illovo yes­ter­day, jam­ming to a lo­cal ra­dio sta­tion, were de­lighted to see the play list be­ing en­acted on stage and on a bill­board.

Some of the lis­ten­ers were so thrilled that they paused in the peak-hour morn­ing traf­fic to cap­ture the mo­ment on video, and take pic­tures with their cell­phones.

Oth­ers got out of their ve­hi­cles and danced to the mu­sic.

The stunt, which was a world-first for ra­dio, was part of Jacaranda FM’s #MoreMu­sicYouLove cam­paign and played for an hour on north Joburg’s Cor­lett Drive and Ox­ford Road.

It in­volved an in­ter­ac­tive story in which pro­fes­sional ac­tors took to the stage dur­ing the break­fast show and lip-synced the sta­tion’s on-air mu­sic play list.

The simul­cast pro­duc­tion in­volved en­act­ing 13 songs, in­clud­ing US R&B sen­sa­tion John Leg­end’s All of Me.

Some of Jacaranda’s pre­sen­ters in­clud­ing for­mer Miss SA Liesl Lau­rie were also in­volved, and she and oth­ers were screened on the bill­board dur­ing ad­verts of the sta­tion and as the news was be­ing read.

Lo­cal mu­si­cian J’Some­thing also par­tic­i­pated and took the stage when his song with Don’t Wanna Be Your Friend with Mi­casa and Eu­phonik was en­acted.

In an ef­fort to in­clude the lis­ten­ers in the cam­paign, the cen­tral theme was “the great­est love story never told”.

This was de­ter­mined by the sta­tion’s lis­ten­ers who got to choose not only the char­ac­ters, but how the story un­folded.

Jacaranda FM’s gen­eral man­ager Kevin Fine said the project came as a re­sult of re­search the sta­tion had con­ducted, which re­vealed that peo­ple wanted to lis­ten to more mu­sic on their ra­dio sta­tions.

“Our re­search shows that au­di­ences want more mu­sic that they can sing to, dance to and con­nect with, which is ex­actly what our prod­uct de­liv­ers.”

He promised that the sta­tion would con­tinue play­ing some of the best mu­sic from across the world.

Fine said that the day’s pro­ceed­ings were to high­light the im­por­tance of mu­sic and the ef­fect it had on those who lis­tened to it.

“To­day was re­ally about how mu­sic can im­pact peo­ple’s lives.

“The most mean­ing­ful way we thought we could do this was to com­bine sto­ry­telling and mu­sic,” Fine said.

He said that dur­ing the #MoreMu­sicYouLove event, each song had a dif­fer­ent mean­ing to ev­ery­one.

The ra­dio sta­tion’s mar­ket­ing man­ager, Min­isha Pa­tel made a prom­ise that the sta­tion would play more mu­sic.

“In the fu­ture, fol­low­ing ex­ten­sive re­search, Jacaranda will be play­ing more mu­sic than any other sta­tion, and the mu­sic that peo­ple love.

“We want our au­di­ence to con­nect with our mu­sic be­cause it ap­peals to our emo­tions, it makes you feel happy, it makes you feel sad, it cre­ates such a sense of nos­tal­gia and cre­ates beau­ti­ful mem­o­ries,” Pa­tel said.


SOUND NOTE: Jacaranda FM made its play with a world-first cam­paign stunt yes­ter­day.

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