FRESHNESS ON THE AIR IN FRANCE

A new generation of imaging for mainstream Adult Contemporary - it’s the recent update for Oxygène, one of France’s most successful independent radio stations. They recently commissioned PURE Jingles again to create custom audio branding.

Oxygène, ‘Radio de la Seine et Marne’, is listened to by more than 300,000 people in Ile de France. It’s a family brand, focused on a core audience of young adults, mainly 25-49 year-olds. Following their massive custom package from 2021, they’ve called on PURE to create a new batch of AC jingles.

Programming strategy

Assistant program director Aurélien Descamps: “This collaboration was born from a strategic desire to have a real sound identity that can be recognised throughout the production. The proposals and advice from the PURE Jingles team helped us getting a strong sonic logo. A brand design living up to our expectations.”

“We like the exchange with the Dutch production team”, Descamps continues. “PURE Jingles is attentive to every detail. Agreeing to rework each production until the last note, so that we are fully satisfied with the result once it’s on air.” Merci, Aurélien! Nous sommes impatients de continuer à cocréer la magie de la radio!

After Sunlite and 100% NL, Dutch media company RadioCorp's third station has also chosen PURE Jingles. SLAM! has a completely new jingle package on air that may set a new standard for Rhythmic CHR.

As radio director, Martijn Zuurveen is responsible for all RadioCorp stations: “We have recently presented a new programming schedule and an upgraded brand story. Audio branding is part of that and extremely important for any station as it creates a large part of your brand identity.”

Energetic music mix

SLAM! was looking for audio styling that fits the Pop & Dance format, aimed at the core target group of men 20-40 years. “PURE Jingles has delivered a jingle package that fits perfectly with our energetic music mix, because at SLAM! the rhythm never stops!”, says content coordinator Raoul Schram. “After an intensive collaboration of several months, we came up with a renewed audio logo and rock-solid vocals.”

Positive energy

Martijn Zuurveen adds: “SLAM! stands for positive energy and you can hear and feel that in our audio branding. It’s completely in line with this time and with the taste of our target audience. The sound design can also be perfectly combined with our SLAM! promotions, such as Amsterdam Dance Event and our Formula 1 Month.”

When you’re aiming to energise your playlist while connecting your brand to top songs, consider the use of power intros! Sky Radio in the Netherlands received these branded hit songs.

Power intros are memorable

“Power intros are excellent tools to claim your ‘A’ category songs as a part of your station’s brand”, Thomas Giger of PURE Jingles explains. “Distinctive branded intros that have been repeated often enough will stick in people’s minds. Chances are they will associate that great-testing song with you.”

This strategic branding value can also translate into ratings: “Hearing the normal version of that song, even on another station, listeners who know your power intro will often hum YOUR station name along the melody of your branded version. It’s one of those miracles of audio branding! Sung melodies are memorable, research shows.”

Branded intros work everywhere

“In diary-measured, recall-based markets, your station can get extra listening credits as people may THINK they’ve been listening to you - while it may actually could have been a competitor. Especially when the other station doesn’t have their own power intro version or doesn’t precede the song with imaging.”

Branded intros also add value to PPM-market radio: “Power intros are contributing to higher top-of-mind positioning. And just as important: they’re flow-friendly. Dropping the imaging on the song, instead of in between two songs, helps to achieve forward momentum. Short jingle cuts work well too, especially in front of ‘no-intro’ songs.”

A jingle package to cherish

Part of the Belgian NGroup (Nostalgie, Nostalgie+ and NRJ), Chérie is a digital radio station launched online in 2015 and on DAB+ in 2019. It’s the cousin of Chérie FM in France with a specific strategy and positioning for the Belgian radio market.

Chill, smooth and easy-listening, Cherie’s musical programming is tailor-made for young adults between 25 and 45 who want to slow down the rushy rhythm of their lives. Reflected in their slogan Chérir la vie en Musique (Cherishing Life in Music).

Brand & format promise

“As a pop-soft format, we aim to conciliate this relaxing feeling to new music trends, which PURE Jingles has perfectly understood”, brand manager Lydwine Derny says. “It’s also very important to us that our brand & format promise is being translated through our imaging. PURE’s sound design is a huge part of our station’s identity.”

“They have worked on the basis of inspirational tracks and made very good creative propositions. The team knows very well what it’s doing, is always looking forward to feedback and deals with it fast and easily. We were also invited to attend the vocal session, which has been a great pleasure. Efficient in a relaxed atmosphere.”

Norway has a new radio brand: the classical music station Clásico, broadcasting in Oslo and Stavanger.

Clásico offers the best classical music and the best traditional music from all over the world. It’s one of only two classical radio stations in Norway, the other being from the public broadcaster. “Among other things, we differ from them by playing music from other parts of the world, outside the concept of the ‘western’ classical music”, station manager Herman Skretting explains.

Created from scratch

“We are fortunate now to have a brand new set of station jingles from PURE Jingles. They created these jingles from scratch, and invited us to participate in the process early on. This was also a great help for us to more clearly define which sound image we envisioned for Clásico.”

Skretting continues: “The result is far beyond what we hoped for. We were amazed by the creativity and competence of the people of PURE Jingles at all levels. We are proud of the overall sound of the station. The jingles match the music and create an overall harmony between the music, the jingles and the station statements.”

Creative stretch

“This was a lot of fun for us to do”, Thomas Giger of PURE Jingles adds. “In between productions for CHR and AC, this was a wonderful creative stretch. We have imaged classical music stations before, including Klara of Belgian public broadcaster VRT, but it’s not something we do every day. So we truly enjoyed this process as well.”

Walloon public broadcaster RTBF commissioned another PURE update of seasonal idents for their youth channel, TIPIK. Playing today's best music with a Rhythmic Pop accent, they wanted to match the current chart hits while reflecting the vibe of the summer.

The 10-cut strong custom package also includes show openers and thematic jingles for specific purposes. From the drive-time show to live events. We therefore aimed to let every jingle within the package be unique. But always with the 'TIPIK mark', including their recognisable logo and vocal sound.

One of the aspects that makes this package stand out from many other productions is the vocal treatment of both the voiceover inserts and the sung parts. RTBF TIPIK and PURE Jingles are working together since 2016. In 2021, they also became a subscriber to the monthly-updated PURE Intros service.

When you are looking to set your CHR station apart from others in the market, consider this package (or a similar style) as a re-sing/re-voiceover production for your brand.

RTL 2 UNVEILS THE POP-ROCK AC SOUND OF 2022

I Love Rock ’n’ Roll! One of the songs expressing exactly what RTL 2 stands for: the best Pop-Rock of yesterday & today. They just received another batch of jingles to fit the core of the format while reinforcing a modern image.

PURE’s client relation manager Thomas Giger explains: “Playing the greatest hits of all time means that the overall music composition on the station is largely constant. Our goal is to surround these timeless classics with a sound that naturally fits the music played, but which at the same time keeps the radio station in the present. A contemporary sound creates a timeless brand - just like the music it features.”

Transitions

The general rules of radio programming apply to any radio format, so also to Pop- Rock AC: “Flow remains to be a key element to achieve long Time Spent Listening, which helps maintain a strong market share. Transitioning from song to song, every segue needs to be flawless. That’s why also this update covers several transitions in tempo and/or intensity. It gives the presenters more tools to work with.”

Magic

RTL 2’s production director and assistant program director, Christian Reynaud, adds: “We work since almost 10 years now with the dedicated team of PURE Jingles. Since we began, it’s been a constant evolution of the RTL 2 colour and spirit. A wonderful co-creation. Every year, a new adventure. Always exciting, always inspiring. This new package is once again an evolution; a rebirth of our radio. It’s a Kind of Magic.”

100% NL has completely renewed its audio branding. Positive sounding AC jingles, matching ‘the best music of the Netherlands’ as the station’s positioning says.

“In order to keep up with new music trends, we want to regularly update the jingles,” says Herbert Visser. Together with Carlo de Boer, he’s managing Dutch commercial radio operator RadioCorp. “In November, PURE Jingles already contributed to the launch of our soft-pop station Sunlite. The result of that good collaboration made them the logical choice for us to also restyle our flagship.” Over 1 million listeners tune in to 100% NL every week.

Strategy

“One of the most important things you hear on a station is the jingle package,” radio director Martijn Zuurveen explains. “Sound design creates the recognisability and a nice feeling that you want to listen to. Completely matching with the target group of young families that we reach. Our sonic branding supports the program & music strategy. Especially in his time, where ‘Nederpop' (Dutch Pop) is loved.”

Result

“It is always a great and beautiful moment to renew our jingles”, radio coordinator Raoul Schram adds. He supervised the project on behalf of 100% NL. “After the initial briefing, we were able to provide suggestions for perfections. PURE Jingles handles feedback very well and has 20 years of experience. They know what they are talking about and that is a great way of working. And they always deliver quality. We now also have the best jingles in the Netherlands.”

Surprising variety on Radio Vorarlberg

Are you a Modern AC station, or leaning towards Classic Hits? Perhaps even Oldies-based AC? This variety package has jingles for every AC station out there! Choose the themes that fit your format, and get your customised re-sing of those. Hear the newest update here. Or find them all on purejingles.com/jinglebox.

Originally created for an Austrian client, ORF Radio Vorarlberg. They’re aiming for 35+ listeners with an AC format around Classic Hits, mainly 80s & 90s favourites. Heard not only in its Austrian region, but also in Southern Germany. Plus Eastern Switzerland and Liechtenstein.

Being a public radio station, local news & culture matter. "ORF Radio Vorarlberg would like to depict all facets of the lifestyle in the urban German-speaking four-country region”, broadcast director Markus Klement explains. “We want to be very close to people, their stories that move them, and the issues of the time. The cooperation with PURE Jingles allows our on-air talents to package and present our content better; more dynamically and pointedly."

Production manager Michael Gailberger adds what the station expects from its jingle provider. “We were asking PURE for a modern, creative and unique implementation of jingles and beds. For an even fresher-sounding station on the pulse of the times and relevant for this region."

"The audio branding developed with PURE Jingles is intended to strategically position our station in this competitive market with a higher profile. All sound elements are specially composed and produced for a good on-air flow. They harmoniously fit into the overall structure of music and content on Radio Vorarlberg.”

Are you a Progressive CHR with a Rhythmic Pop flavour? Then TIPIK could be the foundation of your next package.

Available in the PURE JingleBox: no less than 12 jingle themes! Created for the multimedia youth brand of French-speaking Belgium. Now available for logo-customised re-sing outside Belgium.