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Music in the background as the workday rolls on. Without distractions or interruptions that break your focus.
What sets Business Beats, BNR’s dedicated music station, apart from a random Spotify playlist, and why is it such an interesting platform for brands?
We sat down with Marc Adriani, Editor-in-Chief at BNR, to discuss.
Business Beats attracts over 60,000 monthly listeners who consciously tune in for a non-stop mix of pop, soul, and funk. Available 24/7 via the website, TuneIn, Sonos, or other smart speakers. It feels like a carefully curated playlist, backed by the editorial expertise of a professional media company.
“BNR Business Beats is the ideal station to have on while you work. We play non-stop music, so no shouting DJs or cheesy radio games. If you work in a department with several colleagues, this is the kind of station everyone can enjoy. We play a mix of pop, funk, and soul.”
“For me, it’s the perfect choice when I need to focus. The music is great, but it’s not distracting. I also often put Business Beats on when I’m having dinner with friends at home.”
“The moment the workday truly kicks off, we see an immediate surge in listeners. On average, people tune in to BNR Business Beats for longer periods compared to BNR Nieuwsradio. This makes sense: non-stop music serves much more as ‘wallpaper’ or background atmosphere, whereas Nieuwsradio requires much more conscious and focused listening.”
“At BNR, we aim to follow the consumer throughout their day. When you wake up, you might check our app for the latest headlines; in the car, you listen to BNR Nieuwsradio; and once you arrive at work, you can switch on BNR Business Beats. Throughout the day, there’s plenty of reason to keep using our app, where you’ll also find our video content. For those seeking more depth later on, they can dive into our podcasts, such as ‘Make Europe Great Again’ and ‘Boekestijn en de Wijk’. Business Beats fits perfectly into the daily life of a business decision-maker who needs a musical backdrop.”
“We really delved into what our target audience wants: what kind of music do they actually enjoy? Thanks to Thomas Robson who, by the way, is also the DJ during The Friday Move, we ensure a perfect playlist featuring plenty of new releases alongside timeless classics from the likes of Stevie Wonder, Sade, and Aretha Franklin.”
“With us, you won’t find laughing DJs or tracks that are only played halfway through. In that respect, we are different from many other music stations. We also don’t have annoying radio games or other distractions. In short: just music.”
“No. Spotify’s pre-programmed playlists are rarely surprising or innovative, and you quickly find yourself stuck in a loop. Business Beats offers a much better balance between old and new music, and I’m certain our listeners often have that ‘Oh yeah, I love this track’ moment.
We also know our listeners value a news bulletin. That’s why we feature a brief ANP news update at the top of every hour—something Spotify doesn’t offer.”
“Through Business Beats, brands can almost literally enter the workplace. You know exactly which demographic you’re reaching. Music also provides relaxation and a positive vibe, making it the ideal environment to associate your brand with.”
“Audio is a growth market; while people are watching less and less TV, we aren’t seeing a decline in audio. It’s only logical that we invest in a better and more comprehensive range of offerings. Furthermore, BNR Business Beats is complementary to BNR Nieuwsradio.
These days, BNR is about much more than just radio. It’s podcasts, video, and of course, a strong online presence with our own website and app.”
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