Strengthened the bond between artists and fans by combining broadcast radio with live events, tie-ins and multimedia content
Dan Mason believes in the power of radio, especially when it comes to connecting with listeners through music.
“No other vehicle sells music better than a highly rated station with an enormous weekly audience,” he says.
Mason should know, seeing as CBS Radio boasts ratings-rich stations in 27 major U.S. markets. Its cross-format dominance spans all the way from legendary Los Angeles alternative KROQ to New York’s 40-year classic hits outlet WCBS-FM.
While for many owners on-air exposure represents the extent of the commitment between stations and artists, Mason and CBS Radio went the extra mile and then some this past year. Katy Perry fans got to “Roar” louder at October’s We Can Survive concert at the Hollywood Bowl to benefit breast cancer survivors: “A company-wide effort that resulted in a great experience for our listeners,” Mason says. On Feb. 1, CBS Radio sports leader WFAN New York will host a Red Hot Chili Peppers show at Brooklyn’s Barclays Center the night before Super Bowl XLVIII.
Challenged by the ever-expanding menu of music platforms available to consumers, CBS Radio further tied artists to appropriate formats using interviews and video content to reach millions of listeners, through terrestrial radio or station streaming on Radio.com.