For 17 years, YFM has remained a powerhouse on Ghana’s urban radio scene and according to Programs Manager Erskine Whyte the secret is simple; staying consistent, working hard, and never losing sight of the youth.
Speaking on 3Music’s Morning Bite Show Rev. Erskine reflected on his own 11-year journey with the station.
He revealed that the core elements that have kept YFM at the forefront of Ghana’s youth culture despite shifts in media trends and financial hurdles is consistency, hard work and youth focus.
“I think it’s a very wild market we stepped into around the time I joined 11 years ago. The strategy was simple youth and music. That was the focus,” he shared.
Rev. Erskine emphasized that while many media platforms have pivoted over time, YFM remained true to its core. This consistency, he believes, is what has sustained the station’s relevance and credibility.
“Even when everyone else was switching direction, we stayed focused. At some point, the finances dipped because that market wasn’t the priority for most, but we stayed true to the course. Longevity, in my opinion, is closely tied to consistency,” he noted.
He also addressed a common misconception that YFM is just about playing music. According to him, there’s a lot more happening behind the scenes than people realize.
“People assume YFM is just music, but behind the music and the brand are incredibly hardworking people. When we say we operate with the same work ethic as current affairs stations, many don’t believe it but it’s true” he revealed.
Rev. Erskine added that a major pillar of YFM’s continued success is its commitment to nurturing young talents.
“We’ve kept it youthful. We’ve remained loyal to the music, breaking it, making it, discovering talents and pushing them to the top. That, I believe, is what has brought us this far” he mentioned.
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