[BLOG] It’s so cold, isn’t it? Well. Well, the first clincher has already been said and your attention is half-dwindled. Something that radio coaches always warn about. Grab that attention in the first three seconds or you’ll lose it! Just stand there while you actually just want to announce the last three records played first. Anyway, what on earth does this have to do with what I claim in the title of this column? Well, something. Because a deejay who often announces the last few songs and once accused me of teasing what was to come in terms of music (because then there is no surprise as to what you are going to play…) is working hard for a name change of the channel where he has only just started working. Rob van Someren wants 100%NL to be called Radio 100, they have to get rid of NL because we also play Coldplay. As you can imagine, I think very differently about that…
Wouldn’t it have been much wiser to finally create a full-fledged channel with the arrival of Rob van Someren from 100%NL that is not divided between two ideas but one: the Dutch product. Which is extremely popular now, in these Trumpian times when people are more nationalistic than ever and want to emphasize their identity as Dutch. So change that playlist, just play Tino Martin, Yves Berendse and all those other campers who score a hit. Van Someren can sell that like no other, including all his Dutch jokes, jokes and limericks. But no, at 100%NL we will continue to play a kind of Sky Radio Light with the genuine steamroller called Somertijd as a culture shock at 4 p.m. In that respect, the mismatch is not due to the program, but what should have happened when Rob and his team were brought in has not (yet) happened: changing the channel to your afternoon show.
Then immediately remove Lex Gaarthuis from Radio 10, who is suffering a little more visibly every morning because he has to make a morning show that was devised by the big bosses and not by himself. He also fits perfectly with the popular character of 100%NL, where he once sat in the mornings. Morning and afternoon shows must have a clear overlap at a channel, not a world of difference as is currently the case with 100%NL or how you like: Radio 100. What is it anyway that people still think that advertisers are not associated want to be with a Dutch-speaking hoempapa. Yesterday was the 11th of the 11th, the start of the carnival season. Why don’t you go and see what kind of cool cars are parked at all these festivities? They really aren’t old Golfs but big lease cars.
It is and remains beautiful that from a distance you can see how channels are heading towards an iceberg like a kind of Titanic and the captain, in this case Martijn Zuurveen, keeps shouting at the orchestra that they should just keep playing and it will all be a matter of time. is before something catches on. No, with the weekly measurements we can see exactly whether people are enthusiastic about something or not. It would be best to make Rob van Someren boss at 100%NL, as he also aspired to at Radio 10. He can call Lex Gaarthuis and if necessary I would also like to come and do something. Open application Kicken? No, I only want to make radio at a station that is right, not somewhere where all kinds of crazy decisions and combinations are stuck on a radio station and if it doesn’t catch on, it’s the disc jockeys’ fault. Go, Zuurveen to SLAM! and Sublime, Van Someren is the boss at the channel in the Netherlands: 100%NL. Claim that zeitgeist! Dare to make choices, otherwise you will never exceed that 4%.
Radio Changes and the Cold, Hard Truth
It’s cold outside, isn’t it? Or maybe that’s just the icy reception some radio stations are getting from their listeners! Ha! But seriously, in the ever-shifting music landscape, if you’re not grabbing attention within the first three seconds, you might as well be playing a kazoo in a snowstorm—no one’s tuning in! Now, let’s talk about a certain deejay, Rob van Someren, who seems to be on a relentless mission to rebrand 100%NL into Radio 100. It’s a bit like renaming your pet goldfish after it swims into a wall—utterly unnecessary!
Rob van Someren and the Great Radio Identity Crisis
Here’s where it gets interesting (and frankly a bit absurd). Rob believes that dropping the NL from the channel’s name will make it more innovative, perhaps because they dare to play Coldplay—or are they just playing it safe? But, let’s be honest, wouldn’t it make far more sense to create a channel that celebrates what is quintessentially Dutch? You know, embrace that nationalistic fervor which seems to be surging faster than an overzealous windmill in a tornado?!
Rob could easily lead the charge on a truly Dutch-centric playlist! Forget the likes of Coldplay; let’s get Tino Martin and Yves Berendse spinning. In these times when people are rapidly identifying with their roots, what’s the harm in shoving a few more Dutch tracks into the mix and sprinkling it with his Sommertijd charm? It’s time to embrace the campiness and enjoy the ride, because right now, it’s sounding like a half-baked Sky Radio Light experiment. Wouldn’t it be great if this rebranding saga led us to a bonafide Dutch fiesta instead?
Morning Shows and a Tangled Web of Confusion
And while we’re on the topic, how about giving Lex Gaarthuis the boot from Radio 10? I mean, poor Lex looks more confused every time he opens his mouth in the morning show! It’s as if he’s been tasked with reciting Shakespeare while riding a unicycle—utterly out of place. Morning and afternoon shows should overlap like a good sandwich, not come from two entirely different dimensions!
Pardon me while I channel my inner Gervais—it’s all gone a bit screwy! Are the folks at the station under the impression that advertisers would rather be associated with Hoempapa tunes? I can just picture them sweating in fear, frantically dialing their managers to rethink those advertising dollars.
The Titanic Analogy
Now, let’s marvel at the artistry as the radio channels cruise towards an iceberg like a clumsy Titanic, while the captain, Martijn Zuurveen (cue the dramatic music), is adamant that this ship isn’t sinking. “Keep playing!” he shouts, blissfully unaware that “it’s all a matter of time” is more of a haunting ghost than a fierce rallying cry for the crew. With every weekly measurement revealing just how disinterested the listeners are, you’d think they’d notice the glaciers are cracking!
What does it all boil down to? I say make Rob van Someren the emperor of 100%NL—er, I mean Radio 100! He’s got the chops to steer this ship back on course, injecting personality and fun where it’s sorely needed. No more sitting on the sidelines, watching this melodrama unfold in painful slow motion. It’s time to make choices; otherwise, they’ll see an audience smaller than a Dutch village’s annual cheese festival!
Patrick Kicken’s compelling take certainly raises eyebrows! Will they listen?
So, as we wrap up, remember that when it comes to radio and branding—don’t get caught out in the cold! It’s time to turn up the heat and cook up some tunes that truly resonate. After all, nobody wants to listen to a station that’s lost its way as much as a lost Dutchman in a cheese shop!
— Until next time, keep those tunes loud and your ideas even louder!
[BLOG] It’s so cold, isn’t it? Well. Well, the first clincher has already been said and your attention is half-dwindled. Something that radio coaches always warn about. Grab that attention in the first three seconds or you’ll lose it! Just stand there while you actually just want to announce the last three records played first. Anyway, what on earth does this have to do with what I claim in the title of this column? Well, something. Because a deejay who often announces the last few songs and once accused me of teasing what was to come in terms of music (because then there is no surprise as to what you are going to play…) is working hard for a name change of the channel where he has only just started working. Rob van Someren, who is acclaimed for his engaging radio style, wants 100%NL to be called Radio 100, insisting that the ‘NL’ be dropped since they also play international hits like Coldplay. As you can imagine, I think very differently about that…
Wouldn’t it have been much wiser to finally create a full-fledged channel with the arrival of Rob van Someren from 100%NL that is not divided between two ideas but one: the Dutch product? This genre is extremely popular now, particularly in these Trumpian times when people are exhibiting increased nationalism and want to emphasize their Dutch identity. So change that playlist, just play Tino Martin, Yves Berendse, and all those other hit-makers who resonate with the masses. Van Someren can sell that like no other, injecting his signature humor and limericks into each broadcast. But no, at 100%NL we will continue to play a kind of Sky Radio Light with the genuine steamroller called Somertijd as a cultural shock airing at 4 p.m. In that respect, the mismatch is not solely due to the program; rather, it reflects what has not yet been implemented when Rob and his team came on board: fundamentally evolving the channel’s identity to align with his afternoon show.
Then immediately remove Lex Gaarthuis from Radio 10, who is suffering a little more visibly every morning because he has to make a morning show that was devised by the big bosses and not by himself. He also fits perfectly with the popular character of 100%NL, where he once sat in the mornings. Morning and afternoon shows must have a clear overlap at a channel, not a world of difference as is currently the case with 100%NL or how you like: Radio 100. What is it anyway that people still think that advertisers are not associated want to be with a Dutch-speaking hoempapa. They consistently underestimate the potential for genuine connections with local audiences. Yesterday was the 11th of the 11th, the start of the carnival season. Why don’t you go and see what kind of cool cars are parked at all these festivities? They really aren’t old Golfs but big lease cars.
It is and remains beautiful that from a distance you can see how channels are heading towards an iceberg like a kind of Titanic, while the captain, in this case Martijn Zuurveen, keeps shouting at the orchestra that they should just keep playing, believing it will all be fine. No, with the weekly measurements, we can see exactly whether people are enthusiastic about something or not. It would be best to make Rob van Someren boss at 100%NL, as he also aspired to at Radio 10. He can call Lex Gaarthuis and if necessary I would also like to come and do something. Open application Kicken? No, I only want to make radio at a station that is right, not somewhere where all kinds of crazy decisions and combinations are stuck on a radio station and if it doesn’t catch on, it’s the disc jockeys’ fault. Go, Zuurveen to SLAM! and Sublime, Van Someren is the boss at the channel in the Netherlands: 100%NL. Claim that zeitgeist! Dare to make choices, otherwise you will never exceed that 4%.
Ly with the popular character of 100%NL, where he once thrived in the mornings. There should be a coherent flow between morning and afternoon shows, creating a seamless listener experience instead of presenting drastically different content as we see now at 100%NL and Radio 100. It raises the pressing question: why do advertisers hesitate to associate with stations like these that often present themselves through a less dynamic medium, like the Dutch-speaking hoempapa?
And speaking of mismatched formats, yesterday marked the start of the carnival season—the 11th of the 11th! A perfect occasion for bringing some vibrant energy to the airwaves rather than old Golfs and sad playlists. You’d think the channels would use such festivities as a platform to showcase modern Dutch culture, including sleek, contemporary lease cars instead of what feels like the remnants of outdated broadcasting tactics.
It’s almost poetic in a tragic way, watching radio channels veer toward an iceberg like the ill-fated Titanic, with Martijn Zuurveen at the helm insisting they just need to keep playing. Meanwhile, weekly measurement reports clearly show listeners devoid of enthusiasm. It’s time for bold leadership!
Rob van Someren is a visionary who aspires to redefine 100%NL—or perhaps soon to be known as Radio 100—in a way that resonates with the zeitgeist of Dutch culture. But that requires innovation, not just tinkering with the surface. I suggest he reach out to Lex Gaarthuis to discuss how to reinvent their programming. However, I personally only want to contribute to a radio station where creative decisions align with its identity and ethos—not one where haphazard decisions lead to a recurring blame-the-DJ narrative.
Let’s not ignore the potential that lies in building a truly Dutch-centered music channel that celebrates our culture and connects meaningfully with listeners. If these stations don’t adapt and evolve, they risk losing their audience completely—smaller than a crowd at a small-town cheese festival!
In this tumultuous radio landscape, it’s clear: we need to pivot before the ship sinks. So let’s turn up the beats and refocus our strategy. The time is now for bold choices—let’s seize the spirit of the Dutch culture we so cherish!
**— Patrick Kicken**
