Feb 9, 2012
The Beatles, Barry White, Queen or Tina Turner … won’t be providing us with new classics any time soon. So, soft AC stations – which are powered largely by classics – don’t see any great changes in their playlist on the horizon. But this state of affairs is no reason to let a radio station grow old and tired. On air design is one of the elements that keep AC stations current.
The eternal youth of Soft AC formats
With Close 4 You, Brandy is launching a transparent sound for this segment. The jingle package is based on contemporary musical trends and connects to the Brill Building composers as well as to pop classics from the 70s, 80s and 90s.
Close 4 You has been produced for Radio 2, the absolute market leader in Belgium, with whom Brandy has been working for 12 years on branding, DJ coaching and consulting.
Alain Ryckman (Network Imaging Director):
” Brandy has a flawless sense for what Radio 2 needs. I’m convinced this package will make Flanders’ largest family sound more contemporary, more human and even more ‘close to you’. A very nice job indeed!”
Radio 2 was looking for a fresh international AC pop sound with an instantly recognizable Dutch vocal. The sound & feel had to match pop classics from the last 5 decades, as well as current soft pop hits. That’s what they found in Close 4 You: 12 jingles, A Top of Hour, 2 Show openers, a show theme and imaging for news, weather, traffic and commercial breaks.
Alain Ryckman: “The package was extremely well received by the management, the DJs, the producers and the imaging production team. Our briefing was perfectly translated in a strong package. Both on the radio and in post production we’re going to have fun with this package for a long time!”
Listen to the package here
About Radio 2
Radio 2 is the most listened to station in the heart of Europe. Belgium’s absolute market leader has a market share of a staggering 32%. The station broadcasts for the whole of the country. The programming is split into 5 for the 5 different provinces during 5 hours a day.
Brandy is a Brussels based consultancy and production agency specialized in on-air branding. Brandy consults and creates audio and graphic design for both public and commercial radio and TV-stations in Europe, North- & South-America, Asia, the Middle East and Africa.