A Brand Strategist, Marketer, Creative Ops, and Gastronomy Journalist
Radio FG
The First radio program in the world to dedicate itself to electronic music.
Role
Strategist
Category
Media & Broadcasting
Project Timeline
3 Weeks
Radio FG is looking to break into the U.S. streaming market with a minimal marketing budget that respects the competitive landscape and their core attributes.
TARGET
Cultural Explorers don’t discriminate against sounds. They are open-minded, interested in travel, and use music to learn about new cultures and experiences that differ from their own. They fall in the Gen Z and Millennial category.
SITUATION
The media offerings available to EDM listeners in the U.S. fail to represent the true breadth and diversity of EDM content. Consumers needs to learn more about the genre and it's multitude of subgenera is not being met.
TENSION
There is a gap between the expansive reality of EDM music offerings in the U.S., posing a challenge to fulfilling users' musical desire to discover, explore, and connect with a broader spectrum of musical content and cultures.
INSIGHT
Cultural Explorers are creating a music landscape without boundaries. 61% of Millennials and Gen Z use music as a way to learn about cultures and experiences that differ from their own
Young Americans demand to know the origins of music. 45% of young Americans believe listening to music without the background knowledge of the culture it came from is problematic
OPPORTUNITY
Radio FG is the new French gift of liberation.
Radio FG's bouquet integrates into the existing sound wave. It fill the gap in the EDM media and broadcasting space and compliment streaming services for music discovery and learning more about the realm of EDM. help them pick new songs to stream.
STRATEGY
Cultural Explorers are forced into musical isolation, but Radio FG has the spirit to liberate their cultural entrapment.
CREATIVE PLATFORM
Radio FG is the new French gift of liberation.
LESSONS LEARNED
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The Art of Less. We successfully refined and cut 60% of our slides, but our excitement to share all our findings was it's own force. We took our content from a word document to slides, gathered two rounds of feedback, and then went back to the slides, but there were still points that we had difficulty detaching from.
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Getting your hands dirty pays off. We went the extra mile to gather primary research, which proved and added a human touch to the findings we found on research platforms, ultimately aiding in winning the pitch.