The seminar explored two distinct yet successful media projects, each demonstrating the power of understanding and catering to user needs. The first, Danish podcast “Tyran,” created by Anders Stegger for P3, tackles the fascination with “evil” by presenting historical tyrants’ narratives from their perspectives. Stegger recognized a gap in the market, observing the popularity of violent gaming podcasts and applying the same principle to real-life figures. He crafted a compelling, habit-forming experience, utilizing archival material, original scores, and a touch of dark humor to engage listeners. His “checklist” for success focused on elements like escapism, enlightenment, and easy decoding. Though initially aimed at a younger audience, “Tyran” primarily resonated with 23-33-year-olds, highlighting the importance of precise targeting. Despite some initial production hiccups, its high retention rates and successful Norwegian adaptation prove its impactful formula.
The second part focused on Swedish Radio’s (SR) “P3 100,” a project spearheaded by Tina Mehrafzoon and Kim Olssen. It aimed to celebrate and explore Swedish music history by compiling a list of 300 songs from 1964-2024. This initiative went beyond mere rankings, emphasizing the stories and cultural contexts behind each song. The team’s passion for music drove engagement, sparking discussions and debates among listeners. A public vote crowned Robyn’s “Dancing on My Own” as number one, leading to her receiving the P3 award. By creating interactive elements like guessing games, they fostered a sense of community and discovery. The “P3 100” project demonstrated that genuine passion, combined with a deep understanding of audience desires, can transform a simple list into a cultural phenomenon, reinforcing P3’s position as a vital voice in Swedish music.
image © Afroditi Zaggana
