RADIO FGRadio FG, France’s leading electronic music streaming service, is launching in the United States. With up to 40 programs, all based around house music, featuring DJ-lead and curated stations, spanning all of the subgenres of EDM - with access to exclusive tracks that cannot be found elsewhere. Radio FG is here not to supplant bigger streaming services, but to compliment.
While you can already stream Radio FG anywhere in the world you have a signal, the U.S. launch is ostensibly their English-speaking version of the platform.
The Ask:
Get people in the US to download the Radio FG app and add Radio FG to their streaming repertoire.
The Research:
We met our dedicated discoverers where they live by posting on Reddit to the /edm and /electronicmusic subreddits and amassed 111 responses in less than 48 hours, which speaks to this passion for discovery in EDM.
We found that EDM listeners develop their own personal methods and processes to finding new music ranging from the simple - ie spotify playlists - to multi-pronged, time consuming approaches. The latter have developed their own complex webs, going down self-described rabbit holes all in the pursuit of discovering new EDM.
Dedicated to Discovery.
A genre that is rooted in discovery, self-expression and creative freedom cannot be simplified to an algorithm.
Big streaming services are not consistent with the individuality and sense of exploration and discovery in the genre.
When we let algorithms generate our playlists and pick our music for us, we are only discovering what data our algorithms have gathered about us.
EDM is anti-algorithm.
The Problem:
Radio FG is not addressing an unmet need.
People think they already have everything that they need in terms of music streaming and aren’t necessarily looking for more.
The Answer:
Redefine what’s possible.
Radio FG can make listeners want more - something they didn’t even know they could have.
Majority of EDM listeners are in early adulthood - a time where they are figuring out who they are, grasping onto things they feel define them and give them a sense of identity.
A time of personal exploration and discovery.
Freedom to explore.
The Target:
Passionate Explorers. EDM listeners who are at the forefront of discovery, always looking for the new and exploring emerging trends within the genre.
Creative Campaign:
Pinnacle of Discovery
The Strategy:
from the EDM explorers of today to the pioneers of the past whose work and technologies had an impact on and helped shape music as it is today - a celebration of those committed to discovery.
Discover freedom beyond the algorithm.
Discovery Playlists
The Insight:
Nobody wants to feel boxed in.
inspired by and created for the discoverers, explorers, and trailblazers throughout history - from the 12th century to the 21st.
