How to win at losing
r8Dio is Denmark’s latest chitchat, smalltalk, chatter radio station.
In what began as a spoof, an art-imitates-life joke on the politicians who closed down the hugely popular Radio24syv only to throw millions of taxpayers’ money at a new radio station that never gained enough listeners to appear in the audience ratings (true story), r8Dio announced that it had been given an undisclosed grant by the Danish government, in the three-digit million range, to develop a new national radio station.
To be truly nationwide, they made their headquarters in the godforsaken town of Skuldborg, somewhere in Jutland. But pleading busyness, the station’s CEO, self-proclaimed culture tycoon Klaus Bundgaard, promptly set up an office in Copenhagen’s hip and trendy Meatpacking District, presumably blowing a few million and earning a cult following in the process.
Done in collaboration with Mads Brügger, Brian Lykke, Kasper Nielsen, Jacob Arentoft, Mikael Bertelsen, Rasmus Bruun and Frederik Cilius.