Belgium’s Radio 2 has consolidated its relationship with audio branding specialist Brandy following its move to public broadcast giant VRT.
The station has worked with Brandy for 12 years but needed to reflect a different image as part of VRT to improve its alignment with contemporary music production and meet the changing expectations of the listener. The station had already realigned with a new slogan and logo, and commissioned Brandy to produce an extensive jingle package including show starts, flow jingles, beds and a series of service elements.
“It’s a big change,” said Bart De Raes, imaging director for Radio 2. “It’s fresh and innovative while still familiar to the listener. The jingles give programmes a fresh, cool sound. This adds a new dimension to Radio 2”.
Despite having a strong working relationship with Brandy, the broadcaster still used a European competition to find a partner who could translate its strategic choices into efficient sonic branding.
“It is an honor for our consultants and producers to fulfil such an important assignment,” said Diederik Decraene, managing director at Brandy. “We know the station very well and are happy to pick up the Radio 2 thread again and support Bart and the imaging team. The result is a contemporary jingle package that is sufficiently distinctive compared to commercial broadcasters.”
You can hear how it sounds here.