You might not know her name, but there’s a good chance you’ve been inside her head.
Kiri Martin, is the music director at 2DAY FM and the brains behind the station’s recent format change, one she called the “biggest in commercial radio since Nova launched”.
As Southern Cross Austereo (SCA) doubles down on its digital strategy following its TV exit, 2DAY FM’s revamped format represents a key component of its evolving audio portfolio. Martin’s vision is clear: “Sydney’s ready for a change, and we want to give our under 30s what they want.”
The youth-driven shift has been in motion since late last year, beginning when The Jimmy & Nath Show took over the breakfast slot, following the abrupt exit of Hughesy, Ed & Erin.
Crafting a sonic identity
Martin and her team have been diligently working behind the scenes to curate a music format that resonates with Sydney’s youth. “So we were heads down, bums up in the background for the last few months. Plotting and planning the best music format that would go hand in hand with our new look breakfast show and we think we’ve landed on something very special, very different, and something that everybody is going to love,” she said.
The process involved a deep dive into audience preferences and a commitment to supporting Australian artists. “I want to support our Australian artists and give Sydney what’s needed in a new music radio station, that sounds like no other commercial radio station here.”
For Martin, this isn’t just about building a brand – it’s about understanding Sydney’s music culture. “I’m a born and bred Sydney gal. I grew up in Western Sydney, and music has always been a huge part of my life – whether it’s parties, clubs, or concerts.”
The Jimmy & Nath Show with Emma Chow
The playbook
The strategy hinges on consistency and a keen ear for emerging trends, with Martin explaining that her vision is “to play the hits before they hit.”
The seasoned industry veteran, who has clocked up nearly 16 years at the network, emphasises the importance of providing a platform for Australian artists, aiming to discover the next generation of superstars.
“I’m a big believer in finding that next generation of Aussie superstars to come through. We want the next Amy Shark’s, the Tones and I’s.” Martin said the focus on local talent not only benefits artists but also resonates with listeners who take pride in Australian music. “I know Australians are so proud when they’re listening to a song and find out that it’s another Aussie,” she said. “Giving Sydney those artists is going to benefit both the listeners and the artists themselves.”
The art and science of music selection
The playlist strategy is a balance of data-driven insights and intuition. “There’s a lot of research that goes into this. We test songs on people in our target demo, we’re checking out the Digital Service Providers (DSP), we’re checking out your Shazams – we find that super important, because you can go city specific as well and see what people in Sydney are Shazamming. But sometimes, you have to take a punt to get a song on the playlist in the first place,” Martin explained.
She added: “It can really just come down to a gut feeling because you’ve got to take a punt on those songs to get them on the playlist in the first place.”
But despite her experience, even as the new 2DAY FM format takes shape, Martin is open to evolution: “Sydney’s in good hands, but I’m very open to feedback. The best part about this format is that we can adapt it based on what listeners want.”
Pictured: Kiri Martin