The Mixtape.
A station built from a blank page.
The brief was a radio that didn’t exist here yet: the 90s as a good time again, present tense. Say radio and you picture a studio, a camera, a feed of presenter clips. There were no shows yet, no footage, no team. So I built the whole thing from a blank page: the brand, the post formats, then a daily calendar across Facebook, Instagram and TikTok, all of it aimed at one thing: getting people to open the stream and listen. Reach was earned, the community grew from zero, and the spend stayed where it started.
A logo and three quiet accounts.
- 01 A logo
- 03 Dormant accounts (instagram, facebook, tiktok)
- 01 The brand manual
- 01 The moodboards
- ×3 The post formats, all three platforms
That was the whole day-one inventory. A logo and three accounts that had never posted. The brand and the system it runs on were built from there, and every morning after opened on the same blank page.
Nothing to film. All of it was design.
Radio sells itself on shows, presenters, a camera in the studio. A launch station has none of that yet. So the whole channel was built as design from a blank page: the brand language, the recurring formats, the look of every post, made before there was a single thing to shoot.
A whole brand, drawn before the first post.
The months before the first post were the build: the brand manual, the moodboards, the look, all drawn from nothing.
One display voice, one body voice, set every day across Facebook, Instagram and TikTok.
A year of daily posts, run solo. The spend never moved.
The follower count stayed lean by design. Every post was built to move people off the feed and onto the stream, so a big community was never the goal. Getting the 90s playing in someone’s day was, and the links got played.
Its strongest single month nearly doubled the account, about +1,800 followers on roughly 33 posts.
Representative figures, not audited accounts. A first-party account of the operation. Views are the cumulative total across the year, across Instagram, Facebook and TikTok. The community is Instagram only, from zero. Spend is the total across the whole run, otherwise entirely organic.
The summer I brought six campaigns to the table.
Running the channel was the daily job. The plan on top was the bigger one, the kind that turns the quiet months into the reason people tune in.
90s sunset sets at the summer beach bars, island to island. The station, where the night starts.
A daily countdown of the decade’s summer anthems, the audience voting the all-timer.
Branded 90s drive playlists for the August roads, built for windows down.
Listeners send their own 90s summer photo; the best run as the station’s gallery reels.
A booth at the festivals and open-airs: live, a 90s photo wall, branded merch.
Geo-targeted paid social to the coast, pushing the on-air spots to where the audience actually is in July.
A year, built to hand over.
The length was mine to set, and I set it on day one. One year to the day, seven days a week, from one desk. Long enough to build the brand and the whole operation from a blank page, prove the model, then hand it over complete. Nobody put that year on the desk. It was the standard I brought to it. That year fought me every day. I didn’t blink, and the feed never knew. Then a clean delivery: the brand, the moodboards and templates, a working system, and a year of content, built to run without me. Handed over whole.
A brand and a year of daily content, drawn from a blank page and held every day, almost all of it organic. Built and run from nothing. Yours could start with it already built.
No pitch. No deck. Just a straight read on what you’ve got.