The Beat 99.9 should be worried. Urban 98.6 has fully taken its space (we will talk about The Legend of Tajudeen Adepetun who owns that network alongside 8 TV stations sometime soon, we promise) in the Lagos radio corner, at the very least. Taxi drivers, Uber drivers, anyone who has a car and drives to work, and wasn’t born when Yakubu Gowon was Head of State.
Beat is in a good place though. Just launched a London station, no? Should be. Still has Toolz and Gbemi. Oh, and Olisa (Random question: How many people actually put on their radio sets to listen to Olisa Adibua? Hint: We haven’t met any).
Anyway, Gbemi and Toolz have that excellent thing called The Handover. When Toolz is completing her show and handing the baton on to Gbemi – has excited Lagos audiences for years now, we can count two at least.
Beat has figured out the online audience might love it too. Or that it needs more of a competitive advantage against oncoming competitors (except, you know TJ has EIGHT stations so I don’t know how you win that one). The Handover is now recorded live, and clips from the show distributed across digital platforms.
Last one was low key, but still eminently watchable. So audiences will almost surely be back. Someone’s thinking at Beat FM – and that’s all you need to know.
On to important things: Let’s start a countdown: Radio presenters routinely dress down, because no one can see them. The Countdown begins now until Toolz (who was remarkably dressed down on Episode Two) decides to tone it up. Today is Day One.
PS: See anything worth talking about on the ins and outs of the media business in Nigeria on TV, radio, print and online (could be news, tweets, photos, opeds etc) send us a mail on [email protected] titled TMB. Let’s share the insight together!