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THE MEDIA SEP 2018 e-book

21 YEARS AND 1 MILLION TWITTER FOLLOWERS LATER, YFM CELEBRATES THE SOUND OF NOW AND A CULTURE OF AUTHENTICITY. YFM’s heart and soul is centred around music. The brand is extremely proud to have always been at the forefront of discovering new artists and pioneering musical trends in South Africa. Pushing boundaries in music and content is what contributes to the authenticity of the station. Not only is YFM a trendsetter in the music space, the station continues to unearth talent that has a strong influence on its young adult market. DJ AnkleTap, DJ Sabby, Khutso Theledi, Nia Brown and Carissa Cupido represent the sound of NO W. Breaking boundaries also extends into the spaces that young adults find themselves in the most – social media. YFM is about to reach 1 million Twitter followers and will be the first regional radio station to do this. The station also enables time-shifted listening with its industry leading mobile app, which has aggregated more than 55,000 downloads in just over a year. Experiencing unprecedented levels of engagement on social media, the station uses social media seamlessly to extend and amplify programming content. YFM is a radio station that always has its ear tuned in to what young adults have to say and as a result, talk remains an important element of the station’s content. To this end, YFM has reasserted itself as a platform for young people to have critical conversations about the issues that affect them. Y Talks, hosted by award winning debater, Oliver Dickson, has become not-to-be missed listening, every Tuesday night. What is more, over the past year, young adults across Gauteng have shared their state of mind, anxieties, difficulties and dreams with YFM, in a series of research projects. “The station has listened intently and carefully to our young adult voices and has used these voices to inform our 2018 campaign, a rallying call for young adults of today to simply #BeYou, which has since become a movement of its own” says station MD, Haseena Cassim. YFM is 21 years young and is excited to continue setting trends in the South African music and entertainment spaces, whilst remaining a crucial platform for young adults to engage with. P 4 The Media | wagthedog.co.za


THE MEDIA SEP 2018 e-book
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