Edge96.ONE becomes CADA

It’s the turn of the tide like The RNA Edge renames itself CADAAustralia’s homeland of hip-hop and R&B.

From 4 p.m. on March 31, The Edge will extend its current Western Sydney FM broadcaster model to its new national platform, CADA – available on FM in Western Sydney and Katoomba, DAB+ in all capitals and nationally via iHeartRadio.

CADA will bring Australians closer to culture by delivering inclusive, exclusive and up-to-date Hip Hop and R&B content across multiple touchpoints, including audio, web and social media.

The cross-platform approach opens CADA’s audience to non-traditional radio advertisers.

ARN, Director General of CADA Emilie Copeland said, “We have identified a rare opportunity to reinvent The Edge as a cross-platform youth brand, rooted in hip hop and R&B and focused on content. While The Edge has always been a big supporter of these genres of music, the launch of CADA marks a defining moment for artists and fans alike – a home for Hip Hop and R&B in Australia, and a major audio platform. local audience dedicated to them.

“The CADA Verse will provide brands and creative organizations the opportunity to engage with young audiences at scale and with authenticity. We are a platform where community passion meets commercial polish, and we have a depth of talent who hold authority and credibility in music and youth culture.Our cross-platform approach offers a range of discovery points for our audience and enables brands to engage through mutually beneficial integrated partnerships that go beyond beyond audio.

CADA’s lineup of animators and creators is as diverse as its audience, with a supreme cast of talent who each bring something unique to the table. Hosts include a DJ and media personality Mom Flex (Lillian Ahenkan) and comedian and content creator Froomes (Lucinda Prize), creator of TikTok AvneeshaARIA nominated artist B Wise, and much more. They’re backed by a new ad campaign that should turn heads.

The launch campaign for CADA, which goes live on April 4, features CADA’s team of animators and creators, as well as some of the biggest names in hip-hop and R&B. From local stars The Kid LAROI, Tkay Maidza, Youngn Lipz, A.GIRL and Becca Hatch to Cardi B, Lizzo, SZA, Bruno Mars and Khalid, the campaign highlights CADA’s far-reaching influence in the space, as well as their commitment to defending artists and their voices.

In addition to launching its talent roster, CADA also announced its key leadership team. CADA Executive Director Emily Copeland welcomed new recruits Kat Tamayo as marketing manager and Sean Vandenberg as head of production alongside Marty Doyle as responsible for the content and Andy Walch as head of business strategy.

ARN, CADA Marketing Manager Kat Tamayo said: “R&B and Hip Hop are a culture unto themselves, a pervasive expression of the times. CADA isn’t about putting songs on the radio; it’s about celebrating artists and helping our audience escape the noise and to focus on what is relevant in the music and the global lifestyle they are a part of.

CADA’s content is rooted in audio, but will expand beyond that into video, social and experiential, giving us a greater sphere of influence and a range of opportunities that drive engagement and pass through brand partners. There are many exciting things on the horizon, and we look forward to bringing our listeners, community and partners with us.

Shows:

  • Kian and YazBreakfast 6am-9am, weekdays
  • K-Sera & The Dirty Dozen, lunch 11:30am-1pm, weekdays and Mondays 6pm-8pm
  • The hype with Helen Ellisweekdays from 1 p.m. to 3 p.m.
  • follow with Avneesha3-5 p.m., weekdays
  • Flex & Froomes5-6 p.m., weekdays
  • B Wise At your side, Tuesdays from 6 p.m. to 8 p.m.
  • PENG with Gang Soju & Dijok MaiThursdays from 6 p.m. to 8 p.m.
  • Welcome to the zone with DJ ZiggyFridays from 6 p.m. to 8 p.m.
  • Dismiss it with DJ KlasikWednesdays from 6 p.m. to 8 p.m.
  • Sleep with Marty & NatWeekend 11am-2pm
  • Double dip with Andrew Levins

Note that the schedule is not fully formatted to the time slots typical of the commercial radio format. Shorter, weekly specialty shows will allow for a podcast and social media presence that typically builds over a week. Many podcast and clip creators on social media report that half of their listens/views occur within the first 24 hours of posting, but the rest build gradually over a week or more, so the show weekly specialty and shorter lengths make sense when considered as part of the station’s new approach to its audience and advertisers.

There are multiple points to engage and participate in the CADA verse, from the free iHeartRadio app, FM in Western Sydney and DAB+ nationwide, to Instagram, TikTok, YouTube and cada.com.au.

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