We now had the new branding as well as the station personality. The next thing was the music – especially daytime. Everyone thinks they can guess what people like (musically speaking), but in reality – what you like somebody else probably won’t.
NOiSE engaged a socio-psychologist who specialises in memory. Specifically in music memory. We knew our demographic were between the ages of 35-45 (primarily) so the report used this as the base age.
We presented the report to the board of directors at Jorvik, and nobody in the room knew when their musical taste actually started. Turns out that we develop very distinct fondness for music at the age of 14.5.
To test this, work out which month/year you were 14.5 years old, and type UK Chart from XXX month 19xx. You will probably know every song in the top 40.