After almost 10 years’ shaping the sonic branding of German radio station Bayern 1, Brussels-based Brandy pushed the market-leading Bavaria station to do something a little different.
With a brief to present something that was “positive, familiar and unique,” the on-air branding specialist suggested that the station should evolve its sound further still. Tom Van der Biest, creative director at Brandy, says: “As a producer, you have to think along with your partners and take them beyond the familiar paths. Since the vocals in jingles attract the most attention, we set out to create a new vocal sound which is completely unique in Germany.”
In addition to a series of station IDs, Brandy produced custom made show openers and promo beds for all major time slots. While the station IDs are based on tracks originally composed for Radio2, MNM, Joe (Belgium) and LFM (Switzerland), the package is something entirely different.
“The choice of tracks from different packages illustrates the diversity of the Bayern 1 channel. But at the same time, it is a great example of how Brandy can make a re-sing sound like a bespoke product,” explains Diederik Decraene, director at Brandy.
Part of Bayerische Rundfunk and with 3.2 million listeners, Bayern 1 is the most popular radio station in Bavaria. The format is strongly oriented towards music from the 1980s and focuses on the 45+ target group.
You can listen to the aircheck here.