FBi Radio has rebranded as fbi.radio, marking the independent youth radio station‘s first major brand overhaul in more than a decade.
The rebrand, carried out by Sydney-based brand and product studio Made Together, coincides with the station‘s 21st anniversary and introduces a new website with an increased focus on on-demand streaming.
The shift is part of the station’s strategy to adapt to the evolving media landscape and cater to the changing consumption habits of its younger audience.
Amy Solomon, president of fbi.radio, described the rebrand as “a significant milestone in the station’s evolution.”
“This new platform allows us to connect with our listeners in innovative ways, fostering deeper engagement and encouraging them to explore and support the vibrant music and arts culture of Sydney,” she said.
Programming director Krishtie Mofazzal said: “The rebrand to fbi.radio isn’t just about a new name or a new look – it’s about reaffirming our commitment to being at the forefront of Sydney’s music and arts scene.
“Our new platform will help us showcase the incredible talent in our city and bring our diverse content to an even wider audience.”
Digital coordinator Giana Festa added that the rebrand was as a crucial step in elevating the station’s digital presence.
“This upgrade to our digital offering is an important step in leveraging our unique position as the biggest youth non-profit radio station in so-called Sydney online,” said Festa.
“We’re strengthening our relationship with our community on a platform uniquely designed for our audience first.”
The rebrand follows the station’s recent pushes to engage more deeply with its audience through live events. Last year, FBi Radio celebrated its 20th anniversary with a large-scale event that spanned two venues and a street in Sydney’s Marrickville.
Two years ago, the annual fbi.radio SMAC Awards were opened to the public for the first time in its 18-year history.
Alongside this, FBi Radio’s competitor, triple j, part of the ABC network, held the first live iteration of its Bars of Steel event in May.
Hosted in Parramatta, the event featured a lineup of hip hop, rap, and R&B artists from Western Sydney.
See also: triple j takes Bars of Steel to Parramatta in the show’s first live event