After emerging from the grips of the Covid-19 pandemic with the title of most locked-down city on the planet, Melbourne is open for business once again. The breakfast team at SCA’s The Fox, Fifi, Fev & Nick, have been hitting the road on Fridays to get out and celebrate with their listeners in every corner of the city, in a project they’re calling Brekky in the Burbs.
Mediaweek spoke to Fifi Box about heading out of the studio and bringing the breakfast show to the listeners.
“The last two years of lockdowns, particularly here in Melbourne, were so tough,” says Box. “We found through that whole period, people were coming to us organically and saying ‘thanks for getting us through this’. Having that companionship and connection on the radio through what’s going on in our city – it made me fall in love with radio all over again.”
With a newfound sense of freedom (and the ability to leave the house), Box says that the team decided to do what they’d been unable to do during lockdowns and meet with people face to face.
“At the start of this year with all the restrictions being lifted, we wanted to get out and see everyone after being cooped up in the studio. We wanted to meet our listeners and feel connected to that community spirit that’s so powerful here in Melbourne. So we came up with this idea: let’s take brekky out, let’s get out into the suburbs. That has evolved into something so much bigger than we could have anticipated.”
In a city as expansive as Melbourne the first question was where, exactly, should the team take the show?
“We did North, South, East, and West,” says Box. “It’s interesting because we all come from those areas. I’m an Eastern suburbs girl, I grew up out in Wonga Park, Croydon, and Ringwood. Nick (Cody) is from the West, he grew up in Hoppers Crossing and Werribee. Fev (Brendan Fevola) is from down the south, he grew up in Narre Warren. So that was really us going back to the areas that we know.”
Brendan Fevola, Fifi Box, and Nick Cody and Brekky in the Burbs
The team have already brought Brekky in the Burbs to Hoppers Crossing, Croydon, Lynbrook, and Craigieburn, and Box says that there are many more suburbs ahead.
“What we didn’t anticipate was everybody wanting us to go to their suburbs. We’re getting requests, we’ve got a long list and I think we’ll probably start taking votes. Where do you want us? Because we’re obviously going to continue this!”
OBs are fairly chaotic at the best of times, however Box says that she’s found there is one major thing she needs to remember whilst they’re on air.
“We’re having to remember that we are an audio medium and most people are listening. It’s hard not to get distracted out there! Running a live show whilst you’re broadcasting and having that much fun – we have to remember what our job is. We’re not there to party. I tend to get on Sir Mix-a-Lot and forget that I’m actually supposed to be doing a radio show – I’m too busy dancing to Mambo No.5!”
As for the practical hoops that need to be jumped through to get Brekky in the Burbs off the ground, Box says that it’s a major team effort.
“We’ve got such an amazing team behind us. I’ve worked in many shows over the years, but I’ve never worked on a team like the one on our breakfast show. Everyone at The Fox, from our technical department to our producers, to our events team, and promotions – they’re not just putting on outdoor broadcasts, these are big events.”
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At the heart of Brekky in the Burbs is the Fifi, Fev & Nick listeners. Box says that she hopes the people who take part find a sense of connection.
“There are so many people who have been living through isolation for the last few years. It’s one of the reasons I got into radio back when I was 18 – my school drop off, school pickup, I was listening to radio shows and the radio hosts were part of the family. I felt like I knew them. We know that that’s how a lot of listeners feel about the people they hear on the radio, and it’s meant a lot to us to give that love back.”
While the Brekky in the Burbs project was originally only pencilled in for four weeks, the response has been powerful enough to add it to the calendar well into the future.
“The feedback has been phenomenal to a point where we know we’re going to keep going, these Brekky in the Burbs broadcasts will now be part of our show moving forward,” says Box.
“There is a real sense of letting your hair down, and having a dance party with us in the morning. The kids are loving it and so are their parents, we’ve got truck drivers pulling in on the roadside coming in to have brekky with us! There’s a sense of family, a sense of community, and I think that does mean a lot to people, probably now more than ever.