The 411 from SRG

IMS Newsletter
Oct 2003

Standard Radio Inc. conducted extensive research in the preparation of its application for a new FM license in Calgary. Solutions Research Group Consultants Inc. (SRG), a research-based consulting firm specializing in serving Canada’s media, communications and entertainment sector was commissioned to identify an unserved musical niche in the market. A need was identified in the Urban category and Standard was granted the license in March 2001. The research continued through August 2002. VIBE 98.5FM Calgary’s New #1 for Hip Hop, R&B and Old School launched September 6th, 2002. imsradionews interviewed Jeff Vidler, partner in SRG about this research.

Face Time With Jeff Vidler

Could you tell us more about SRG & ‘IN THE NAME OF COOL’? “Radio represents one of our biggest practice areas, but we also conduct research for many of Canada’s biggest firms in music, television, print, cable & satellite TV and interactive. In the Name of Cool, our national “big-picture” consumer trend report, has been tracking changes in music, media, entertainment, and technology across Canada since 1996. We have subscribers in all media and entertainment sectors. This fall, we are launching Wave IV with expanded sections on media including radio and television, interactive technology and the Internet.”

What about the trends in Urban music?

In our research over the past couple of years, it’s become clear that Urban music has become the defining music of post-Gen X youth, regardless of ethnic origin. For 12-29 year-olds, Hip Hop and R&B is their music, the music of today. Alternative Rock is still popular, but with an increasingly older fan base with Generation X now squarely in the 30s.”

Were there any surprises in the Calgary music research for the station?

Two things surprised us. The first was the enormous format opportunity - the initial research in the Spring of 2000 showed that an Urban-based format had the potential to be the #1 music format among 12-34 year-olds in Calgary. The second surprise was the degree of interest in ‘Old School’ Hip-Hop. Despite the fact that the commercial stations in Calgary have until now largely ignored Urban music, most of the core listeners of the format had been listening to Urban music, playing their Urban CDs, listening to Urban shows on college radio, and following it on Much Music for 8-10 years. Others are just picking up on the music now and are exploring its roots. The interest in Urban music, especially among listeners 18 and older, goes much deeper than hearing the same Top 40 Hip-Hop and R&B tracks repeated over and over.”

To the top