The Programs Manager of YFM, Erskine Amo Whyte, popularly known as Rev Erskine has unveiled an ambitious vision for the next chapter of urban radio in Ghana.
In an exclusive interview on Happy98.9FM’s Happy Evening Drive with Akua Sika, he mentioned that the station in its seventeenth year is charting a bold new path focused on collaboration, innovation, and talent discovery.
“This is a new era. It’s a dispensation that fosters collaboration and a deeper level of creative interdependence. As a station, we are intentionally working to grow partnerships and build bridges across brands and platforms, because wisdom doesn’t lie in one individual” Rev Erskine shared.
Reflecting on YFM’s history, Erskine emphasized the need for reinvention and relevance in the current media landscape, where digital access allows virtually anyone to broadcast.
“Today, anyone can pick up a microphone and speak to millions just because they can, but in this era, we’re going to promote true talent. We’ve done it in the past, and now, we’re doubling down,” he said.
He added that YFM’s new direction means they won’t just wait for the next big star to walk in, “If you’re talented, you don’t have to come to us, we’ll come to you. We’re going to find and make stars because our track record speaks for itself”, Rev Erskine promised.
He mentioned that beyond music, the station is also investing in on-the-ground brand presence and community connections.
“YFM is a name you’ve heard, but we’re expanding its role in people’s lives. Music is just one part,now we’re teaming up with people and brands to get closer to the people,” He explained.
