Nigeria’s
foremost entertainment radio station, THE BEAT FM has unveiled plans to
open operations in London in yet another pivotal step towards expanding
the brand internationally.
The Radio station will be taking over the management of Bang Radio (103.6) in North London, on the 28th of March 2016 under an agreement with Megalectrics, who will continue to own the station, which has been rebranded THE BEAT London 103.6 FM.
The launch of Beat FM London will take place on March 28, with a reveal party at Love and Liquor Lounge on Kilburn High Street in North West London as The Beat 103.6FM London simultaneously goes live.
The Beat FM London will be projecting African music, Nigerian Music, British music and Caribbean Music.
Commenting
on the impending launch, General Manager Megalectrics, Deji Awokoya,
said that the expansion of the Beat FM brand into London came about as a
result of the opportunities created by the changing demographics and
entertainment consumption habits of the UK. In his words,
“This
was by no means a hostile takeover, but a long-considered, calculated
move because our aim is to globalize local talent. Already, Bang FM is a
fixture in the Afro-Caribbean entertainment industry, with close
collaborations with radio stations and media in Nigeria. It even has
Nigerians in its OAP-mix.
We
did our research, and we know that currently, more people are tuning in
to the “culture driven” stations. This is corroborated by an entity no
less than MOBO (Music Of Black Origin). So for us, this is a strategic
move and the beginning of a completely new frontier in the globalization
of entertainment.”
Since launching in 2008, Beat FM has grown organically and rapidly, with the addition of two new stations over the years. The station will be the fifth in Megalectrics’ radio division and its first on the brand's international platform band.
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