Bertrand Spinelli from the French radio station Skyrock Public showed how modern a station can remain. Skyrock Public has many formats, different genres, a social platform to offer chatting, and is very active on social media. Nevertheless, they also recognize a decline in listeners. In France it has been almost 10% in the last 8 years. Especially young people under 25 who listen to rap are hardly among the radio users. But by digitalizing and assuming value proposition in the advertising market they try to deal with the situation. Their motto is: „highlighting our uniqueness by continuing to be Skyrock. Nevertheless, they need to understand their role in the media ecosystem.
Dimitri Lemmens from RMB showed another approach. RMB is a Belgian salehouse that presents brands.
Over the years, they have downsized the number of clients and are also feeling the pressure. They humorously work against this with a “golden triangle of balance”: Innovation, exploration and sustainability form the triangle. Uniqueness is also very important to him. They want to stand out from the crowd with hard and fast work.
Both companies also rely on social media. Skyrock Public is represented on every conceivable social media platform. They shoot videos that get 100 million views a month. Songs can also be distributed around the world in this way.
RMB also recognizes the importance of social media and has set up an own brand for content creators.
