National youth broadcaster Triple J is going classic, today announcing that they’ll be taking over ABC’s Dig Music radio station expanding into a “diverse and unique offering aimed at the 30+ discerning music lover.”
The news arrived this afternoon in Sydney, where ABC Managing Director Mark Scott revealed that Dig Music would be rebranding as it goes under the management of Triple J, becoming the third station under the brand alongside the national broadcaster’s flagship station and the digital Triple J Unearthed station.
Dig Music is available through digital radio, as well as through the ABC Radio app, online, and for streaming on digital TVs, and as it goes under Triple J’s wing, will experience a major re-brand over the next six months while providing a large and varied playlist with a focus for those listeners who feel they’ve ‘outgrown’ the demographic of Triple J’s youth-targeted playlists.
“This is certainly something for listeners who are ready for something beyond Triple J,” Station Manager Chris Scaddan tells Sydney Morning Herald. “We’ve heard that message for many years… People get to a point that they don’t feel like Triple J works for them any longer and we are responding to that.”
Triple J’s makeover of Dig Music will begin with playlisting artists who are favourites of the youth station but aren’t quite the ‘it’ bands anymore, think along the lines of artists that are have ‘matured’ over the years (like Eskimo Joe or Bernard Fanning) as well as ‘classic’ acts still popular with the station (eg. Nick Cave, PJ Harvey, Tex Perkins) which will make up around 25% of the playlist. “[Dig Music] is certainly something for listeners who are ready for something beyond Triple J…”
Another 10% will mirror Triple J’s own tastes and broadcasting, but the crucial element of the Dig Music rebirth is new music, taking up the lion’s share at 75% (by comparison, Triple J pushes an estimated 90% new music in its broadcasting). The focus on a 30+ demographic is hoping to address the issues that Triple J have been facing in their goal of supporting emerging newer talent, while older fans bemoan the lack of recognisable music.
Along with the announcement of the rebrand, Dig Music will boast a series of high-profile musicians offering pre-programmed spots four time a week, including content from international electronica star Moby, the barking bard Billy Bragg, and crowdfunding punk-cabaret star Amanda Palmer.
Australian artists will get in on the action too, including Melbourne queen of rock Adalita, Powderfinger-turned-solo star Bernard Fanning, funk-hop visionary Katalyst, Kevin Mitchell of Bob Evans/Jebediah fame, as well as acclaimed songstresses Sarah Blasko, Jen Cloher, Clare Bowditch, and the Qantas-railing Missy Higgins. There’s also programmed content from legendary Aussie frontman Tex Perkins, who had a small run-in with the station after they leaked information on the now-cancelled Homebake.
As part of the guest artist programming and six-month test period, Triple J say Dig Music will be “listening to our audience to find out exactly what you want from the station. What do you want to hear? How do you want it presented?”
Everything about Dig Music will be up for feedback – from its playlists to the station’s name – with a “modest” budget set in place to bring in radio hosts following the half-year test broadcast of audience and industry consultation, when Dig Music will officially re-launch in April 2014.
“Over the last few years there have been many voices calling out for a station like this and the input of those voices during this initial stage is hugely valuable,” Triple J – and now Dig Music – Content Director Megan Loader says; “We are so excited to be able to evolve with our listeners and create something truly unique.”
Loader also tells The Music that Triple J’s “[three] stations will be complementary… We imagine some listeners will be able to find parts of each station that they love and listen to, while others may settle on the one for their primary source of new music.”
Loader adds that Triple J’s staff will help oversee Dig Music station operations as part of the industry shuffle; “It’s hard to believe when you listen to it, but Dig has been running with thanks to a very small team for years, of only a few people, so we’ve now absorbed them into Triple J and will be growing that team over the next six months.”
The news follows on from what’s been a very successful year for Triple J. In March, ratings gains in the national broadcaster’s 18-24 demographic saw Triple J manager Chris Scaddan proclaiming “more people listen to Triple J now than ever.”
Then in August, Triple J became the #1 rated station in Perth, for the first time ever, beating out commercial heavyweights in the WA capital, such as the Fairfax-owned 96fm and Austereo’s Mix 94.5fm. ”This is the first time Triple J has been number one overall in any metro market so we’re really grateful to everyone in Perth for supporting what we do,” said Scaddan at the time. “To be number one in such a competitive radio market is exceptional and we don’t take it for granted at all.”
