The Edge96.ONE rebrands to CADA
It’s the turn of the tide as ARN’s The Edge rebrands to CADA, Australia’s home of Hip Hop and R&B.
From 4 pm 31 March, The Edge will expand its current model as a Western Sydney FM broadcaster, to its new national platform, CADA – available on FM in Western Sydney and Katoomba, DAB+ in every capital city, and nationally via iHeartRadio.
CADA will bring Australians closer to culture by serving up inclusive, exclusive, and up-to-date Hip Hop and R&B content across multiple touchpoints, including audio, web and social.
The multi-platform approach opens CADA’s audience up to non-traditional radio advertisers.
ARN, CADA General Manager Emily Copeland said: “We identified a rare opportunity to reimagine The Edge as a multi-platform youth brand, anchored in Hip Hop and R&B and driven by content. While The Edge has always been a big supporter of these genres of music, the launch of CADA marks a milestone moment for artists and fans – a home for Hip Hop and R&B in Australia, and a local, mainstream audio platform dedicated to it.”
“The CADA-verse will provide an opportunity for brands and creative organisations to engage with youth 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 multi-platform approach provides a range of discovery points for our audience, and allows brands to engage through mutually beneficial integrated partnerships that go beyond audio.”
CADA’s line-up of hosts and creators is as diverse as its audience, with talent who each bring something unique to the table.
Hosts include DJ & media personality Flex Mami (Lillian Ahenkan) and comedian & content creator Froomes (Lucinda Price), TikTok creator Avneesha, ARIA nominated artist B Wise, and many more. They’re backed by a new advertising campaign that is expected to turn heads.
CADA’s launch campaign, which will go live on 4 April, features CADA’s team of hosts and creators, as well as some of Hip Hop and R&B’s biggest names. From homegrown 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 considerable clout in the space, as well as their commitment to championing artists and their voices.
As well as launching its talent line-up, CADA has also announced its leadership team. CADA’s General Manager, Emily Copeland welcomed new hires Kat Tamayo as Head of Marketing and Sean Vandenberg as Head of Production alongside Marty Doyle as Head of Content and Andy Walsh as Head of Commercial Strategy.
ARN, CADA Head of Marketing Kat Tamayo said: “R&B and Hip Hop is culture in and of itself, an ever-present expression of the times. CADA is not about putting songs on the radio; it’s about celebrating artists and helping our audience escape the noise and focus on what’s relevant in music and the global lifestyle they are a part of.
CADA’s content is anchored in audio but will span beyond that into video, social and experiential, providing us with a greater sphere of influence and a range of opportunities that drive engagement and cut through for brand partners. There are many exciting things on the horizon, and we can’t wait to bring our listeners, community and partners along for the ride.”
- Kian & Yaz, Breakfast 6-9am, weekdays
- K-Sera & The Dirty Dozen, Lunch 11.30am-1pm, weekdays and Mondays 6-8pm
- The Hype with Helena Ellis, Weekdays 1-3pm
- Keeping Up with Avneesha, 3-5pm, weekdays
- Flex & Froomes, 5-6pm, weekdays
- B Wise By Your Side, Tuesdays 6-8pm
- PENG with Soju Gang & Dijok Mai, Thursdays 6-8pm
- Welcome to The Area with DJ Ziggy, Fridays 6-8pm
- Throw It Back with DJ Klasik, Wednesdays 6-8pm
- The Sleep In with Marty & Nat, Weekends 11am-2pm
- Double Dip with Andrew Levins
Notice that the schedule is not totally formatted to typical commercial radio format timeslots. The shorter and weekly specialist shows will allow for a presence on podcasts and social media that usually builds over a week. Many podcast and social media clip creators report that half their listens/views come within the first 24 hours of publishing but that the rest build gradually over a week or longer, so the weekly specialist show and shorter durations make sense when considered as part of the station’s new approach to its audience and advertisers.
There are multiple points to engage and take part in the CADA-verse, from the free iHeartRadio App, FM in Western Sydney, and DAB+ nationally, to Instagram, TikTok, YouTube and cada.com.au.