Clear Channel's iHeartRadio is expanding its partnership with Macy's with the launch of mstyleradio, a digital station for the high-end retail chain that targets millennial shoppers with a contemporary hit radio/pop format, including a mix of talk, music, and fashion tips.
Launched on Nov. 15, mstyleradio will be broadcast live in over 700 Mstylelab
Juniors’ and Young Men's departments at Macy's stores around the country; it is also available on iHeartRadio.com and the iHeartRadio
mobile app. The station can be embedded as a widget on social media sites.
Macy's and Clear Channel plan to advertise the station with digital, social, and print messages throughout the year.
The new channel features live Clear Channel DJs playing established and up-and-coming artists, with three DJs rotating to provide 15 hours of live music every day of the week. The DJs -- Alex, Valentine, and Nathan Fast -- hail from Clear Channel Austin, Miami's Y100 and Clear Channel San Diego, respectively. Between music programming, the telegenic trio will provide talk content on fashion, sports, pop culture and gossip.
Advertising is limited to two minutes per hour and will be used by Macy's to promote nationwide sales and specials, as well as experiential marketing and contests targeted to the millennial demo. Macy's will also promote certain Clear Channel events, like the iHeartRadio Music Festival and annual Jingle Balls, hosted by stations around the country.
Macy's chief marketing officer Martine Reardon stated: “This unique station combines the collective resources and skills of Macy's and Clear Channel to create a destination where millennials will be able to discover new music, enjoy their favorite hits and connect to the latest in fashion and pop culture.”
Earlier this year, Macy's collaborated with iHeartRadio on a band competition tied into the iHeartRadio Music Festival. The retailer hosted performances by 20 bands at Macy's stores, then invited fans to vote for their favorite. The winner, Summer Set, garnered 5 million unique votes and the chance to be the festival's opening act.