Radio vet will take listeners to music festivals

Sonar Festival, Sonar village. [Photo provided to China Daily]

As a veteran radio personality, Dai Yirong seems to have a little monster in her head guiding her to make wise decisions.

She is the founder of popular radio programs when she worked at China Radio International during past decades, including the bilingual music programs Joy FM in 1993, and Easy FM in 1997. She also launched Hit FM as the director, which has been focusing on introducing Western music to Chinese fans since 2003.

Recently, Dai has announced her latest plan, which will adapt the traditional radio shows into a new formula.

Besides playing songs and having a conversation with radio listeners on air, she will make the interaction with listeners more real and direct.

Her next concept, the 2016 World Music Tour, will be launched this summer.

Joining one of Radio Beijing Corporation's channels, Metro Radio FM 94.5, Dai, as channel director, will take fans who like travel to some of the world's biggest outdoor music festivals.

The first destination will be the Sonar Festival, which will be held from June 16 to 18 this year in Barcelona, Spain. Founded in 1994, the three-day music festival is known for offering the latest trends in dance and electronic music.

Dai Yirong. [Photo provided to China Daily]

Four more trips will be announced for 2016, including T in the Park, which will be held in Scotland in July.

"The outdoor music festival is seen as a trendy lifestyle among young generations in China. For those who have been following the Western culture, going to those well-known music events will be an ideal experience," says Dai, adding that DJs of FM 94.5 will also go to those music festivals along with the fans, which will bring more fun to the trip.

She also adds that the tour will be arranged among a small group of listeners, around 20 people.

A graduate of Communication University of China, formerly known as Beijing Broadcasting Institute, with a major in international journalism, Dai has been interested in radio since she was young.

The passion for radio drove her to stay in the business for decades.

Like many industries, which are experiencing transformation nowadays, radio stations also need to adapt in a new era. For Dai, the change is to connect and interact with the listeners.

"For Metro Radio, which has been on air for a year and targets at young Chinese people, it should function as a bridge. Besides playing music from the West, we also care about the latest lifestyle of the listeners," says Dai.

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