10 years, 1 love: Happy birthday FM Brussel
The radio station FM Brussel celebrates 10 years of innovative programming and a passion for the capital, with a party and a pledge for more Brussels-centred news
“A thing for Brussels”
The highlight of the festivities is on 6 September, with the 10 Years 1 Love party. But, with so much competition, how has the city radio station managed to build up such an enviable reputation?
It is in the Flagey building in the Brussels district of Elsene that I meet two of the founding fathers of FM Brussel. The building – known as “the house of radio” – was one of the first broadcasting buildings in Europe, hosting the National Institute for Radio Broadcasting since the 1930s. So it’s an ideal spot for a Brussels radio station to be headquartered
From the fourth floor, FM Brussel has a grand view of Flageyplein. Even though it’s pouring with rain, the radio makers see a sparkling, lively and fascinating Brussels out there. One thing is for sure: These people genuinely love their city.
Flemish transplants
“Working with people who are truly passionate about Brussels is one of our biggest assets,” editor-in-chief and programming director Jeroen Roppe explains. “The people we hire have what we call a ‘thing for Brussels’. They understand the city, and they care about it. Our people come from all over Flanders, but at some point they all fell in love with this city. Many of them finished their education here and just didn’t go home afterwards.”
We genuinely bring life in the streets of Brussels to the radio
That’s certainly the case for Koen Verbert, the station’s business administrator. He is from Antwerp but couldn’t let go of the capital. Verbert was one of the initiators of FM Brussel when it was still a student radio linked to the RITS school of arts.
“In 2004 FM Brussel went from being student radio to a real city radio station,” he says. “We moved to a bigger place and started to attract more employees, freelancers and volunteers. It became professional.”
A proper Flemish urban radio station was born. The station would become a reference for the Dutch-speaking population in the capital and reach out to other communities through its multilingual programming.
Unlike many other regional media, FM Brussel managed to become a strong brand, with plenty of street cred. Doing so in a capital hosting such a cosmopolitan, young population and having to compete with the national stations like Studio Brussel, has been seen as remarkable.
“We can make the difference because we genuinely bring life in the streets of Brussels to the radio,” Roppe explains. “Bringing the Brussels buzz to the airwaves is the common thread in our whole programming strategy.”
Spotting new talent
Those who tune in to FM Brussel during the day might not hear the difference, but at night the station claims its niche by giving airtime to the city’s hottest DJs, known from venues like Ancienne Belgique and Botanique.
“You’ll hear world music, hip-hop, reggae, house, electro...” says Roppe, “whatever gets people going out there in the city.”
That they have a nose to sniff out the next big thing was proved when they became the first Flemish radio to programme the now world-famous Brussels ket Stromae’s first tunes.
Another asset is without doubt the station’s flashy red double-decker bus, riding around Brussels and giving you a pretty good indication of where the party is. “Obviously it’s been a great promotional trump card,” says Verbert, “giving us more visibility and recognition. It helps us to build a bridge to the people out there.”
FM Brussel has to be the reference for trustworthy news about Brussels
But it’s not just a painted red bus; it’s a complete radio studio on wheels. “Our double-decker allows us to broadcast from almost anywhere we want – not just festivals; it also enables us to get closer to the news.”
Because it’s not all partying at FM Brussel: Reporting news is high on management’s agenda. Roppe: “News is one of our key programmes. In September we will increase our city news bulletins. FM Brussel has to be the reference for trustworthy news about Brussels. And to be honest, we are the best placed to do it.”
Verbert and Roppe agree that national Flemish media and their audience often don’t understand what is happening in the capital. “Even the most respected media often report on Brussels completely wrong.”
Roppe sees it as a mission to counter this trend, and he has a particular strategy to reach his goal: “We have ambassadors,” he says, smiling. “Mostly young people come here to learn the trade, and when they’re ready, they move on, often to the national media. I don’t see their leaving as being a loss. On the contrary, they are all Brussels-lovers, spread out over news desks all over Flanders, telling our story as it should be: factual and without prejudice.”
If you want to see for yourself what this metropolitan radio is really about, join the party on 6 September at Flageyplein. Who knows, you might even find yourself dancing beside the – yet to be discovered – next big thing.
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