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RADIO FG

12.06.2023

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OUR TEAM

Giselle Heintz

Brand Strategist

Erick Saucedo

Brand Strategist

Rob Gray

Copywriter

TJ Descardes

Art Director

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TABLE OF CONTENTS

3

Intro

1

Strategy

2

Creative

3

The Problem

Our Ambition

Our Target Consumer

Cultural Moment

Our Brand

Strategic Way In

How it Comes to Life

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INTRODUCTION

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THE ASSIGNMENT

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THE PROBLEM

THERE IS A GAP BETWEEN THE EXPANSIVE REALITY OF MUSIC AND THE CONSTRAINED OFFERINGS ON EXISTING PLATFORMS…

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OUR AMBITION

ADD RADIO FG’S BOUQUET OF FRENCH HOUSE MUSIC TO EVERY MUSIC LOVER’S TOOLKIT

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OUR

STRATEGIC

APPROACH

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OUR TARGET

WE NEED TO TARGET MUSIC LOVERS

WHO DO NOT DISCRIMINATE SOUNDS

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OUR TARGET CONSUMER

SIZE OF THE PRICE

SOURCE: 2023 MRI-Simmons Spring Doublebase USA

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TOTAL U.S. POPULATION

254.9 MM

LISTEN TO ANY GENRE

130.1 MM

U.S. MILLENNIALS AND GEN Z WHO LISTEN TO ANY GENRE

65.8MM

U.S. MILLENNIALS AND GEN Z WHO LISTEN TO ANY GENRE & HOUSE MUSIC

16.0MM

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SOURCE: 2023 MRI-Simmons Spring Doublebase USA

55%

(116 index)

I'm good at convincing others to try new things

41%

(114 index)

If I feel strongly about an issue, I will participate in a civil protest

60%

(120 index)

Living in a foreign country is something I would like to experience

90%

(102 index)

BROAD MINDED open-minded tolerant

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CULTURAL EXPLORERS

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CONSUMER/ CATEGORY OBSERVATION

SPOTIFY AND APPLE

MUSIC ARE THEIR

MAIN EQUIPMENT

SOURCE: Mintel - Streaming Audio - US - 2022

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CONSUMER INSIGHT

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FOR THEM MUSIC IS A SOUND WAVE TOWARDS A DIFFERENT WORLD

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SOURCE: Spotify Culture Next, 2021

61%

of Millennials and Gen Z have used music as a way to learn about cultures and experiences that differ from their own

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TRUTH OF THE MOMENT

INFLUENCING A

MULTICULTURAL SOUND WAVE

ACROSS THE U.S.

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SOURCE: SPOTIFY & BILLBOARD, 2023

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CONSUMER TENSION

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CULTURE

MIXING HOUSE MUSIC

WITH THEIR CULTURE

SOURCE: 2023 Sound Plate: Record Label & Music Technology

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10x

faster than Hip-Hop

The EDM fan base

on is growing

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+73%

AMAPIANO

A subgenre of house music from the Gauteng region of South Africa

SOURCE: SPOTIFY CULTURE NEXT, 2023

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+20%

FRENCH HOUSE

Annual increase of French Artists playing concerts in the US since 2010

SOURCE: France Amerique 2018

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TENSION

BUT LISTENING TO THIS MULTICULTURAL SOUND WAVE IS NOT ENOUGH…

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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

SOURCE: SPOTIFY CULTURE NEXT, 2021

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CURRENT HOUSE MUSIC LEADERS FAIL TO BUILD AN AUTHENTIC CONNECTION

CATEGORY TRUTH

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CATEGORY TRUTH

THE US’S CAPITALISTIC STRUCTURE HINDERS THE SIZE OF IT’S SOUNDWAVE

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×

×

×

SOURCE: Business Insider 2022

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SOURCE: 2023 MRI-Simmons Spring Doublebase USA

National Reach

Diverse set of curated Playlists/mixes (Free)

Radio FG

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I Heart Radio: Revolution

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Sirius XM

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C89.5

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Consistent EDM-related news

Interviews

In Progress

Podcast

✓

✓

✓

✓

✓

×

×

×

×

×

×

×

×

×

×

×

×

×

✓

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I Heart Radio: Revolution

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Sirius XM

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C89.5

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“I’VE BEEN LOOKING FOR ONE MY WHOLE LIFE!”

CATEGORY TENSION

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“Would you listen to an EDM Radio Station?”

  • Gen Z Participant

Would you listen to an EDM Radio Station?

I’ve been looking for one my whole life!

Miami Ad

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CULTURAL EXPLORERS ARE FORCED INTO A MUSICAL ISOLATION

CATEGORY TENSION

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BRAND TRUTH

RADIO FG HAS THE SPIRIT TO LIBERATE THEIR CULTURAL ENTRAPMENT

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BRAND STRENGTHS

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FRENCH

CULTURE

1.

EDUCATION & EXPLORATION

2.

DIVERSITY IN GENRES

3.

SAFE & INCLUSIVE COMMUNITY

4.

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INSIGHT

YOUNG CULTURAL EXPLORERS ARE CREATING A MUSIC LANDSCAPE WITHOUT BOUNDARIES

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STRATEGIC WAY IN

USE RADIO FG AS THE NEW FRENCH GIFT OF LIBERATION FOR YOUNG CULTURAL EXPLORERS

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CONSUMER JOURNEY

RADIO FGS BOUQUET INTEGRATES INTO THE EXISTING SOUND WAVE

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Discover

Explore

Stream & Save

Spotify | Apple Music

Add new music to streamer library

WebRadio | Playlists | DJ Mixes

Discover new DJs and learn about different EDM offerings

Podcast | Interviews | What is this Title?

Dive deeper into the different

subgenres and DJs

SOURCE: Media Place Partners 2023

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65%

Said that listening to their favorite AM/FM radio station helped them pick new songs to stream