THE STORY OF 99.2 YFM

Karl Gostner

99.2 YFM is a private commercial radio station licensed to broadcast in Gauteng, South Africa's wealthiest and one it's most populous provinces. To people outside of South Africa's media and entertainment sector it may seem strange to choose a radio station, a media channel, as an example of a successful cultural and music industry project. However, YFM is unique. Since its inception it has positioned itself, in the first instance, as being at the centre of South African youth culture and the music that is the rhythm of that culture. Simultaneously there can be no doubt about the high regard that YFM is held in by musicians. As such we have chosen YFM as a case study of a successful cultural industry.

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