Urban Alternative Music Format – Phase 2: Station Applications

In 2016, CPB began supporting an endeavor to develop a new music format for public radio (w.t. “Urban Alternative”). The Urban Alternative format is an innovative approach to attracting younger, multicultural audiences to public media. Phase 1 of the initiative began with research that explored contemporary music genres with focus groups, audience testing, and market analyses in several urban markets. The research found that a music blend consisting of hip-hop, R&B and dance genres have broad appeal among multicultural audiences, especially millennials and emphasizes youthfulness and not race. (“Target Audience”). Focus groups agreed that the music has the potential to attract the Target Audience, which is complemented with community-based programming and community engagement for a full public media experience. While music styles and categories will vary from market to market, the approach will be positive, clean and family-friendly. CPB has engaged a Consultant to formalize the Urban Alternative as one of public radio’s core music offerings. This request for proposals will identify up to three stations (Pilot Stations) to implement the new format with ongoing assistance from the Consultant. You can learn more about the role of the Consultant in the Consultant RFP.