Launched in 2003 by radio veterans Frank Leysen and Koen De Bruyn, Croozefm is dedicated to smooth jazz sounds, which are easy to listen to first thing in the morning, during business hours or as you drift off to sleep at night.
Keen observation taught the pair that an audience that prefers music instead of “blah blah” does exist in Flanders: no talk, no news, (no language barrier!) but an all-music station aimed at an adult audience.
The line-up combines jazz, soul, funk, R&B, chill, bossa and other Latin genres and can be found only in Antwerp on 104.2 FM. It’s extremely low on advertising but manages to survive thanks to commercial partners who endorse parts of the 24-hour roster and the Croozefm website. “A lot of the information that ‘average’ commercial stations put on the air can be found on our web pages, including news,” explains Leysen. “There is a ‘lifestyle’ aspect in the station’s image and website, which proves attractive to both audiences and sponsors.”
Leysen adds that Croozefm’s web-stream has spread the station’s popularity abroad, with reactions from round the world pouring in. “The audience may never have heard of many of the tracks we play, but when they register on the website, they get to see the play list and information about the artists. It’s a great barometer to check out audience involvement.”