Nigeria’s broadcast media landscape is characterized by fierce competition among radio and television stations. The battle for supremacy has in fact moved to the sphere of creativity where stations, especially FM stations are coming up with unique programme ideas and content strategies to control huge audience base. One of the radio station in Nigeria which has carved a niche for itself through programme content style is Roots 97.1 FM, Nigeria’s first reggae based station. So what makes this station unique?
Roots 97.1 FM is located in the rocky city of Abeokuta, Ogun State. It is one of the most popular radio stations in the South Western part of Nigeria. This is a station born out of a passion for Reggae music, having realized that a large number of Nigerians are fans of this genre of music and very few radio stations dedicate much air time to it. The station then capitalized on that gap and has woven its contents around reggae music, instantly winning the heart of several listeners who had passion for this brand of music.
Roots FM is Nigeria’s first indigenous radio station dedicated to 70% Reggae music. Reggae is that style of Jamaican music that evolved in the 60s, and later became a major part of the Nigerian music genre. Reggae music propelled into mainstream Nigerian music scene in the 80s and as the years progressed, songs the face of Reggae music. The fusing of many styles with reggae beats has created a new generation of Nigerian reggae artists who have emerged, and blending their styles with reggae, hip hop, R&B, with dance hall traditions. Nigeria is one society that really needs the powerful and instructive messages of reggae music. This is one major fact that propels many listeners to always tune in to Roots 97.1 FM.
This unique station also has some of the best On-Air Personalities (OAPs) in Ogun State who also understand how to use Rastafarian English and Jamaican Patois to engage the audience during their shows. For this reason and more, Roots 97.1 FM is one of the most sought-after stations in Ogun State and beyond.