YFM is a youth thing

Maria McCloy : In your ear

‘How can the Independent Broadcasting Authority let such muck on air?” That was pretty much the response of older South Africans to a YFM DJ’s language – and to the station. There could be no better indication that the youth-driven station is definitely niched towards its youthful black market? In fact, YFM is said to be having a T-shirt made. It will be emblazoned with the words “Misleading the Youth” with the ‘Mis” crossed out so that it will read ” … leading the youth”.

Just listening to YFM it’s evident that the DJs are part of the target market. After all,where else would you have morning DJ Sammy T asking listeners to call in and tell him what kwaito artist Arthur was referring to in his song Zombo? Or DJ Phat Joe’s observations that “Mzwakhe was getting it up the butt”, after the recent arrest of the activist people’s poet.

Unlike the 40-plus DJs, playing music to a market with whom they are hopelessly out of touch, YFM’s DJs are the same age as their market. And as frighteningly low as this may be by the rest of world’s airwave standards, there are two female DJs on YFM slots – Phindi Gule hosting the Pleasure Dome between 9am and 12am and Zamo Shongwe between 2am and 6am – bodes well for the future of sisters on the local airwaves.


Overall, the DJs really talk the talk and play popular fast-paced rap, kwaito, d’gong, international house and R’n’B, as opposed to slow soul ‘n jazz.

But what about reggae and drum’n’bass? Why isn’t there music from the rest of Africa? In terms of music content, there is not much that differentiates one show from the other. And it’s too bad there are no talk shows on the station yet.

YFM offers the perfect opportunity for youth to talk among themselves in an unpatronising way about issues that affect their lives.

News editor Thandanani Dlamini says research shows clearly that young people want “wall to wall” music which is why the station is planning its talk shows carefully. But YFM does feature nine funky news bulletins every day presented by 20- somethings.

Paul Mnisi hosts the nightly (6pm to 10pm) Groove Kamikazee, a show worth listening to, but when he joins up with DJ Oscar Warona (of Brothers of Peace fame) on Rap Activity Jam, there is a lot of interaction with the audience. People come into the studio and rap. Listeners then call in and choose the winner.

On the same show there are artist interviews and even the competition is happy to take a seat behind its mike. On this show, Radio Metro’s Glen Lewis was in the studio talking about a rap group (Blacksmith) he manages. When Bob Mabena was there he rapped along with singers Lebo from Boom Shaka and Ntokozo, who had made an impromptu appearance. Even Skeem’s Ismael recently launched into a capella rap rendition on Rap Activity Jam.

And Gauteng’s youth definitely dig the station, judging by the rate people call in. Obviously they were also encouraged by the free CDs on offer every hour during the station’s first two months on air.

– YFM is found on 99.2FM in Gauteng

October

Link to the day

31 30 23 17 10 01

31

Subscribe to the M&G

These are unprecedented times, and the role of media to tell and record the story of South Africa as it develops is more important than ever.

The Mail & Guardian is a proud news publisher with roots stretching back 35 years, and we’ve survived right from day one thanks to the support of readers who value fiercely independent journalism that is beholden to no-one. To help us continue for another 35 future years with the same proud values, please consider taking out a subscription.

Related stories

How to get the most money for your old iPhone towards a new one

Cash in your old iPhone to upgrade to a new one or get a reduced rate on your monthly contract from your service provider

Gender-Based Violence

In South Africa, women live in fear. It’s difficult to speak out against the patriarchal system, but many have done so, and continue to do so

POWER Business #OnTheMoney talks to Risenga Maluleke, South African Statistician-General

If Stats SA is to really have timely data that’s accurate and remains relevant then we need to make sure that the institution is strengthened

Blast rocks Durban’s Engen refinery

Residents are being evacuated as firefighters battle to control the blaze

ConCourt asked to rule that Zuma must testify for 10 days next year

It is Zondo's legal end game and will leave the former president, his supporters and those implicated in state capture to increasingly play fast and loose at imputing political motive to the commission

Dr Sumy Thomas: Deciphering the human puzzle, from the inside out

The Discovery Foundation MGH Fellowship Award recipient for 2020 will focus on internal medicine, particularly the endocrine system of patients affected by HIV
Advertising

Subscribers only

FNB dragged into bribery claims

Allegations of bribery against the bank’s chief executive, Jacques Celliers, thrown up in a separate court case

Dozens of birds and bats perish in extreme heat in...

In a single day, temperatures in northern KwaZulu-Natal climbed to a lethal 45°C, causing a mass die-off of birds and bats

More top stories

Blast rocks Durban’s Engen refinery

Residents are being evacuated as firefighters battle to control the blaze

ConCourt asked to rule that Zuma must testify for 10...

It is Zondo's legal end game and will leave the former president, his supporters and those implicated in state capture to increasingly play fast and loose at imputing political motive to the commission

Carlos on Oozymandias’ goodbye grift

"Look on my works ye Mighty, and gimme 50 bucks!"

This is how the SIU catches crooks

Athandiwe Saba talked to the Special Investigating Unit’s Andy Mothibi about its caseload, including 1 000 Covid contracts
Advertising

press releases

Loading latest Press Releases…