Nova doubles-down on its throwback music strategy
With much of the Australian population still in isolation, music programmers are tweaking playlists and trialling tactics to meet the mood of listeners.
With an increased focus on nostalgia, the Nova Network this week launched Throwback Thursday, a full workday dedicated to back catalogue hits that audiences “know and love”.
Throwback Thursday is running nationally, beginning with its breakfast shows at 6am and running through the day until Smallzy’s Surgery takes over from Kate, Tim & Marty at 7pm.
Listeners yesterday heard records from Britney Spears (‘Baby One More Time’), Oasis (‘Wonderwall’), Salt n Pepa (‘Push It’), Toto (‘Africa’) and, of course, Backstreet Boys.
Looking at music logs for Nova 96.9 Sydney for April 30, the only Australian acts to get a spin during Throwback Thursday were Sia and Vance Joy.
Talking to Radio Today after the latest radio ratings, NOVA Entertainment’s programming and marketing chief, Paul Jackson, said people want familiarity in uncertain times.
“I think right now, we’re probably in a period where people want familiar songs that they know and love and it’s less about new music,” he said.
Radio Today understands the doubling-down follows the success of the Throwback 300 countdown that ran on Nova over the Easter long weekend.
“A song’s ability to help people escape and feel good was evident with listeners choosing up-tempo and singalong classics,” he added after the countdown’s success.