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Stu, MD of Mostly, writes of the power of Radio…

I’m not a Swifty, there I said it, but I hear she is something of a big deal in the music world. A world where Tik Tok, You Tube and Streaming platforms rule to modern day roost. Or do they?

Yesterday Taylor Swift went old school. Promoting her latest album on 5 UK radio stations. This mornings article from George Butler absolutely nails why a global Mega Star has leaned into traditional radio to deliver lift off for her latest project.

In a world where we are pushed into silo’s and division is rife, Radio has the power to bring people together in a trusted and welcoming fashion. If you don’t like this DJ or that playlist there are so many other incredible options, there is a station for literally everyone.

At Mostly Media we use radio for our clients primarily as a way of building high reach and frequency to core audiences, but the star dust is more than that – we are talking to people in their safe and happy place, places of real escapism (for me the Absolute Radio Breakfast and Drive shows). This is what makes radio not only special, but an incredibly enduring medium that is going from strength to strength.

Credit: Stu Smith, MD