Talent partnerships and festival coverage drive Mix’s popularity among young people.
When television came along, information began to spread more dynamically, leading many people to believe that this would be the end of printed newspapers. To the surprise of many, this was not what happened. Years passed until the advent of the Internet, which replaced television in the daily lives of a large part of the population, who, in turn, began to believe that the days of TV were numbered, something that once again did not happen. Media outlets have always adapted as new ones emerged according to their respective times and needs.
Alongside printed newspapers, television and the internet, there is another medium that transcends generations and is responsible for reporting, first-hand, some of the biggest historical events from the end of the 19th century to the present day: radio. Its unique way of broadcasting music, soap operas and news, in addition to being the birthplace of one of the biggest trends in the post-pandemic world, podcasts, means that it is always reinventing itself for new audiences.
Thinking about this reinvention that Mix emerges as the pivot of a movement that seeks new ways of communicating with the current generation, delivering content that is different from other radio stations and other media outlets.
“Mix is a natural part of Generation Z, it grew up with these people who were born around the end of the 90s with this idea of not labeling people, but understanding the plurality of each person, their opinions and their values… This is characteristic of this generation that seeks this proximity”, commented Mix’s Marketing Manager, Marcelo Camargo, in an exclusive interview with ADNews.
As the largest music-oriented content production platform in Brazil, Mix expands its concept beyond radio, seeking other ways to be present in listeners’ routines. To this end, it positions itself through four aspects based on the elements of nature.
- Ar: an element that accompanies you at all times, even though it is not tangible. The air represents the radio, which is dynamic and omnipresent;
- Water: the fluidity of water reflects Mix’s multiple forms of communication, which in addition to radio, produces content for social media and its own news portal;
- Terra: the land symbolizes the coverage that Mix provides at all music festivals in Brazil, such as Rock in Rio, Lollapalooza, Primavera Sound and The Town, as well as major international concerts. This presence of land is intensified through the experiences that the content producer offers, such as Mix’s Plane, Mix’s Ship and the Classic Albums project, bringing the experience of being at the festivals to everyone who could not attend;
- Fogo: with the aim of producing emotions, just like a living and burning fire, Mix closes the proposal of the four elements by awakening the emotional side of listeners in a positive way, making people associate the brand with good memories and special moments.
Mix’s positioning is present not only in the foundations of the content producer, but also in its announcers, or rather, communicators. In times where anyone can record a video and share their thoughts, Mix seeks people who have the talent to communicate in a didactic, eloquent and precise way. To this end, it allies itself with names that are daily and intimately linked to Generation Z, such as Caco, bassist for the band NX Zero, and finance specialist Bruno Perini.
“Young people like to have the power to speak and be heard. So when we look for talent, like Caco and Bruno, we value people who understand this, who know that they will have to express themselves in many ways, building an intelligent and agile conversation. We are transforming the language that announcers already had in their essence, into a digital language”, said Camargo, sharing how Mix reinvents itself to be closer to the current generation.
In addition to partnering with talent, the multiplatform content producer also stands out among young people for its achievements in the music industry and the impact of its live broadcasts, such as in The Town last year, where it attracted more than 600 thousand viewers to watch 80 uninterrupted hours of content, competing directly with TV stations in the TikTok and winning the APCA award in the Cultural Coverage category – “THE TOWN!” FESTIVAL.
Reinforcing its pillar of generating positive memories, the festival was a reason not only for Mix to celebrate, but also for a fan who was gifted by the radio station.
“During our interview with Jão at The Town, we brought a fan club member who was outside our studio to talk to him. We remember this as an experience that sums up our positioning. We brought someone who will never forget Mix, Jão was very grateful for the opportunity to connect with a fan safely in a healthy environment. The APCA award showed that what we did was genuinely good,” said Mix’s Marketing Manager.
These great achievements last year encourage Mix, which is already preparing to cover the Rock in Rio 2024, promising new features that cannot yet be revealed, but that will do justice to the festival’s 40th anniversary.
“Expect different, multiplatform coverage that takes our content to the whole of Brazil, providing a unique and memorable experience for those who are with us,” concluded Marcelo Camargo.
With successful partnerships and intensive festival coverage, Mix reinforces its popularity among Generation Z by reinventing itself and adapting to new forms of communication, maintaining its relevance in a medium that is considered by many to be dated. Mix’s success at The Town and the promise of even better coverage for this year’s Rock in Rio demonstrate that the key to staying relevant is understanding what your role is for the audience that follows you and how this is essential to creating authentic experiences with them.
Follow ADNews on Instagram e LinkedIn.
#ADDSomethingNew #ADNewsOficial #ADGroupBR
