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Ideas and technique to help you promote and image radio

Capital FM gets local for The Selfie Song

The “Selfie Song” by The Chainsmokers is framed for being this years “Gangnam Style”. It’s the inspiration for Capital FM breakfast teams to create engaging content in their own local style.

The song forms part of the continued trend for taking selfies, prominently demonstrated by Ellen DeGeneres’ at the Oscars. The video includes cameos from the likes of Snoop Dogg, David Hasselhoff and plenty of cats.

The wider Global Radio programming strategy very much sits as “large national brands, delivered locally”. Local peak shows, on the ground local marketing activity and relavent news content all helps deliver this.

The recent “Selfie viral song” has given programming teams a chance to deliver more engaging and fun on air content in the past few days.

The original

Just incase you’ve no idea what I’m taking about – here’s the original originating from the US:


Capital London started off by playing the song – however, Dave Berry and Lisa Snowdon wanted to give it a twist.┬áStep forward friend of the show, former Big Brother winner Brian Belo with a special version of the song… with an Essex twist!

Then, Former Made In Chelsea star, and I’m A Celebrity Get Me Out Of Here survivor, Hugo Taylor rang up Dave and Lisa on the Capital Breakfast show with a version of the #Selfie song to rival Essex boy Brian Belo.


Des and Jennie on Capital Scotland got into the action too …


East Midlands

Selfies seem to be so outdated in the East Midlands … it’s all about SHELFIES!

North East

There was a bit of a re-work on the lyrics for listeners in the North East bringing to life the localness with #ImAGeordie …

South Wales

And with Matt, Polly and Geraint on Capital South Wales – the show got a bit of a Welsh makeover ….

Lots of fun, simple to execute but relevant to the local audience. Strong content ideas that sound bespoke create meaningful engagements with the audience as they start talking about it at the water cooler, school gate, on social media .etc

Now pass me my iPhone and …. let me take a SELFIE!

Jonathan Jacob is a Solutions Manager at Global Radio with varied experience across commercial radio S&P, events, marketing and PR. He was listed in the inaugural Radio Academy 30 under 30, is a Student Radio Awards judge and sits on the Events Committee for The Radio Academy. Views are personal.