Major rebranding at one of Sydney’s most popular radio stations as trademark request and leaked talent list reveals full rebranding is coming
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Sydney radio station The Edge 96.1 would be axed as part of a total rebrand centered around a young roster of influencers, musicians and TikTok stars.
ARN, formerly known as Australian Radio Network, owner of KIIS stations, is said to have dropped The Edge name and logo in favor of “Cada”.
The network filed a trademark application for the name on December 16, and the application was granted on January 7, the Industry Podcast reports. It’s entertainment.
Major change: Sydney radio station The Edge 96.1 is reportedly set to be dropped as part of a total rebrand centered around a young roster of influencers, musicians and TikTok stars. (Pictured: former The Edge 96.1 breakfast hosts Mike Etheridge, left, and Emma Chow, right)
Tellingly, Cada.com.au also redirects to a landing page with its logo.
A screenshot of what appears to be Cada’s talent list was leaked to The music network last week, offering a preview of in-store content.
The rumored hosts include Lillian Ahenkan, better known as Flex Mami, a DJ, influencer and podcaster who took part in Big Brother Australia last year.
Flex Mami appears to be associated with Lucinda Price, aka Froomes, a comedian and content creator who was formerly “The Face” of youth media brand Pedestrian.
Rebranding: ARN, formerly known as Australian Radio Network, owner of KIIS stations, has reportedly dropped The Edge name and logo in favor of “Cada”. This screenshot of what appears to be Cada’s talent roster leaked to The Music Network last week
Other apparent new recruits include Canberra TikTok star Avneesha, who hosts iHeartRadio station TikTok Trending, and musicians Kian (Kian Maxwell Bytyci Brownfield), B Wise (James Iheakanwa) and Yaz (Yaz Haddad).
Among the new faces, at least one show from The Edge is making its way to Cada.
K-Sera and The Dirty Dozen currently air Monday-Thursday from 8-10 p.m. on The Edge and are part of the leaked talent roster.
Daily Mail Australia has contacted ARN for comment.
Trademark: The network filed a trademark application for the name on December 16, and the application was accepted on January 7. (Photo: a brand register on the IP Australia website)
New logo: Tellingly, Cada.com.au also redirects to a landing page with its logo (pictured)
The Cada rumors come after RNA parent company HT&E (Here, There & Everywhere) revealed its plans for The Edge in its annual report last month.
The report stated that The Edge would be relaunched as a “national youth brand” to rival Triple J, with a target demographic of 15-29 years old.
ARN has earmarked up to $9 million for revival and original podcast creation as part of a multi-year investment, according to The music network.
Jump ship: Industry watchers suspected change was afoot in December when The Edge’s longtime breakfast presenters Mike E and Emma abruptly quit
Industry watchers suspected change was afoot in December when longtime The Edge breakfast presenters Mike Etheridge and Emma Chow abruptly quit.
They were initially tipped to take over the national nightly show from SCA-owned Hit Network, but that role ended up going to podcaster and reality TV star Abbie Chatfield.
Mike E and Emma have instead been cast as breakfast hosts for SCA RnB’s new LiSTNR and DAB+ station FRIDAYS Radio, a role they began on 28 February.
Fresh start: Mike E and Emma now host the breakfast show for SCA RnB FRIDAYS Radio’s new LiSTNR and DAB+ station, a role they started on February 28