Myf Warhurst on Double J’s first year
Yesterday marked one year since the launch of triple j’s sister stationDouble J.
The stationgave the national youth broadcaster an all-encompassing reach, bagging teenage listeners right up until the middle-aged.
Since launching with a strategy to cater for 30-50-years-olds, an audience which had traditionally been difficult for the broader ABC to reach, Double Jhas garnered 524,000 weekly listeners, across mobile, online, digital radio and on digital TV.
Speaking to TMN Myf Warhurst, who leads the station with her Lunch with Myf daily show, said the support from artists and Gen Xers was never predicted.
“We weren’t really sure what to expect, but I think what has happened is it’s filled a gap. Something was missing.”
The station complements the triple jand the Unearthed platform for independent artists, launchingwith an objective to have 70% new music. In the past twelve months, 69% of the station’s music has been from the current decade, 12% from the noughties, 10% from the ‘90s, and 4% from the ‘80s.
“That’s why I signed on,” Warhurst told TMN. “I love music from other generations, don’t get me wrong, I’m mad for it. But I didn’t want to come to a place that was kind of a graveyard for the ‘90s […] just because I’m 40 it doesn’t mean I only want to listen to golden oldies, I don’t."
In the past year Double J has pressed play just over 117,800 times with 33.72% of tracks played by Australian artists and 2% of tracksby Indigenous artists. The figures are in line with those told to TMN last year when Meagan Loader, Double J’s Content Director said the station's self-imposed domestic content quota would start at 35%. Similarly, triple j boasts some 40% homegrown programming.
Double J’s ArtistIn Residence slot has seen acts including Henry Rollins, Robert Forster, Adalita, Missy HigginsandIggy Pop take part. However Warhurst’s highlights include her conversations with artists who are returning to the limelight.
“It’s a much different conversation to one you have when I was at triple j with someone who was at the peak of their career,” Warhurst said. “That’s the opportunity Double J has afforded me, to be able to talk really intelligently with people about their lives and their music."
This month will see Dan Kelly take part in ArtistIn Residence, loosely following his own adventures from Townsville to Broome andfeaturing his favourite bands, musicians, managers, engineers and venues. In June Neil Finn will be the Artist In Residence.
“We’ve worked our asses off this year because you know, it’s hard getting a radio station started," Warhurst said."It’s been an amazing twelve months, a whirlwind […] I feel a bit lucky to be honest, without sounding like a wanker.”
