Kiss 105 is a dream come true for members of Yorkshire’s growing
dance culture, and a gift to the suits attempting to influence this
The successful youth-targeted Kiss brand expanded to Yorkshire and the
East coast last week, launching on Valentine’s Day.
It was inevitable, really. Leading Yorkshire cities such as Leeds and
Sheffield are becoming true 24-hour operators, providing for the youth
culture in every way and making efforts to rid the area of its Hovis-ad,
flat-cap image. Think of the words Harvey and Nichols and you’ll see
what I mean.
As a station, Kiss promotes itself as having the same passions for the
important things in life as its listeners - loud music, superclubs,
big-name DJs and an appreciation of good times.
The Kiss format simply screams encouragement to Yorkshire’s 250,000
potential consumers, gaining credibility by communicating on their level
and in their lingo.
If the advertised products can do something similar, then Kiss is the
perfect vehicle for those taking advantage of youth culture - ProPlus,
Rizla and the energy drinks have got it made.
The competition for Kiss in Yorkshire is not exactly overwhelming. You
could be forgiven for thinking that the independent local radio stations
in the area believe dance music is just for weekend listening. Ask
status-seeking 15- to 24-year-olds what they’re listening to and now
that they’ve got Kiss 105, the new 96.3 Aire FM’s Friday night dance
show will surely be out of the running.
The strength of Kiss lies in its 24-hour accessibility, youth-friendly
attitude and understanding of the music and lifestyle loved by countless
impressionable young spenders. It is important to them that they are
seen as a section of society with the ability to consume advertising
that has been made and broadcast for their benefit.