In the modern age of satellite radio and iPods, what makes people listen to the radio? FM 100.3 is a mainstream radio station in Utah targeting families and women. In 2012, they hired Storyvore to remind people why local radio FM is still a unique presence in everyday life.
Storyvore researched American radio habits. We found that pop radio is still unique in its sense of creating a shared, local experience. Unlike ipods or individually selected music, it creates a real-time, in-the-moment experience with one’s neighbors and geographic community. And DJ’s are viewed as on-air friends creating positive soundtracks.
Storyvore, with art director Mel Barti, created a variety of outdoor billboards to translate the positive experience of the music. Each billboard is an invitation to be part of a local music community.
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