On 11/15 Macy’s and Clear Channel launched the new iHeartRadio digital radio station that captures “the spirit of this fusion of culture for a millennial audience.” mstyleradio will be the home of today’s top hits, fashion expertise and fun experiences. The station will also broadcast live in more than 700 Macy’s mstylelab Junior’s and Young Men’s departments nationwide.
The station features live Clear Channel DJ’s seven days a week, playing established artists, icons and up and coming talent. Three DJ’s will rotate shifts to provide 15 hours of live coverage per day. Alex, a 23-year old currently based at Clear Channel Austin, has a passion for fashion and sports. Valentine, hailing from Miami’s Y100, will spin a mix of the latest in pop culture and gossip, as well as the nation’s top hits. Nathan Fast rounds out the DJ cast. He’s had several radio gigs from Las Vegas to Idaho and currently Clear Channel San Diego.
mstyleradio’s music format is CHR/Pop and since Macy’s owns 100% of the ad time on the channel, it also features limited commercials, with two minutes of inventory per hour. This commercial air-time will allow Macy’s to promote nationwide sales and specials, as well as tailor special experiences and contests to the millennial demographic. Macy’s will also leverage and promote select Clear Channel events and programs such as the iHeartRadio Music Festival and annual Jingle Balls.
Listeners now have the opportunity to enter to win a trip to the Y100 Jingle Ball in Miami. Fans can enter via iheartradio.com/macys through 12/8.
“We are extremely excited to officially launch mstyleradio in our stores nationwide. This unique station combines the collective resources and skills of Macy’s and Clear Channel to create a destination where millennials will be able to discover new music, enjoy their favorite hits and connect to the latest in fashion and pop culture,” said Martine Reardon, Macy’s Chief Marketing Officer. “mstyleradio will be a widely accessible destination that will allow Macy’s to connect with our millennial audience on a regular basis, whether through a mobile device, online or in our stores, delivering fresh and exciting content that speaks to this customer and allows us to leverage our entertainment and fashion expertise.”
“What we’re doing with mstyleradio is both innovative and exciting, and it’s a great extension of iHeartRadio’s partnership with Macy’s” said Tom Poleman, President of National Programming Platforms for Clear Channel Media and Entertainment. “The blend of Clear Channel’s music programming expertise and our on-air personalities talking about music, pop culture and fashion make this station the perfect marriage of the Macy’s and iHeartRadio brands.”
RBR-TVBR observation: An out-of-the box idea that not only cross-promotes with iHeartRadio, but also presents a new source for non-traditional revenue. This model can be done with a variety of retailers/restaurants and upgraded with co-op and couponing opportunities from brands sold in those locations.