A strong brand in the Netherlands from day one

The combination of innovation, guts and creativity that enabled Q-music to become market leader in Flanders in ten years is now also catching on in the Netherlands. After 6 years this wholly owned subsidiary of De Persgroep has become the 3rd radio station in the Netherlands (20-49 target group). This is partly due to its appealing hit music, spectacular activities, creative campaigns and major events.

In April 2012, for example, the channel gave away a very special prize: an expedition to the Titanic. Q-music’s ‘The Qube’ concept brings artists such as Ed Sheeran and Jason Mraz right to their audience in a live format and gives a small group of people the opportunity to attend shows where the artists are so close, you can literally touch them. Q-music’s approach to its annual ‘Foute Party’ is on a much bigger scale. Thousands of partygoers dressed in silly outfits turn this delightfully cheesy event into a fabulous celebration.

In April Q-music launched a new morning show with some of its own young talent, Mattie (27) and Wietze (23). By making talent a prominent part of its programmes, Q-music aims to strike a balance between well-known DJs such as Jeroen van Inkel and Gijs Staverman and some new blood for the future.

With a rising market share in the 20-49 target group, Q-music is gradually also reining in young Dutch adults. The goal is to become a very strong brand in the Netherlands as well.