YleX has been exceptionally successful in highlighting new Finnish music, says the long-time music journalist.
YleX was born in the context of Yle’s radio channel reform. At the same time, its predecessor, Radiomafia, founded in 1990, became a thing of the past. Yle wanted to focus more strongly on a younger audience of 15-30 year olds, so it also wanted to change its name.
The change was also criticised, as Radiomafia had been a generational experience for many. The new channel was perceived as too commercial to be a hit with young people.
Now YleX has reached the age of 20. In that time, music consumption has undergone a major transformation with the advent of streaming services and social media. Generations have also changed, but the channel has remained relevant. YleX is still the most listened to channel for young people.
– YleX’s indisputable merit is that it has reacted to rapid changes in pop music, which have started from the street level in the past. 20 years with such a concept is an extraordinary thing.
YleX’s most important task has been to highlight new domestic music and its creators. According to Mattila, the channel has done it without a competitor.
– Quite a few other radio channels do not bring out the new generation of pop music artists in the same way. Songs have been played there, which have not been terribly drummed elsewhere. That’s an admirable trait.
The songs of many current pop stars have played for the first time on YleX’s frequencies.
Blind Channel won YleX’s Stage Haltuun band competition already in 2015, i.e. years before the success at UMK and Eurovision.
– We cannot take credit for the artist’s success, but we have played a significant role in it at the beginning, says Hakanen.
Even 20 years ago, a single radio channel could create musical phenomena on its own. Nowadays, music consumption is more fragmented and phenomena are created through social media such as Tiktok.
Because of this, YleX has long been more than just a radio channel. For example, it has spread to social media and YouTube channels, makes gig recordings and is involved in UMK.
However, Hakanen reminds us that radio still plays a significant role in creating mega hits. The number one spot on the Spotify list in Finland can be reached at the lowest point with 50,000 daily plays. YleX Aamu reaches the same number with one call.
– One of Finland’s leading stars said a few years ago that when a song is number one on Spotify, people don’t know how to sing along. But when it plays on the radio, everyone knows how to sing along.
YleX celebrates its 20th anniversary all year long. On my real birthday, *Let Me Entertain You* is playing again on the channel.