Canadian alt rocker Bif Naked and former Howard Stern Show sound designer Ron Tarrant are the new national imaging voices of Rogers’ Rock radio brands across Canada.
As of Jan. 1, they join existing voice Vanessa Marshall, on a new imaging package being rolled out across all 10 Rogers Rock stations across the country.
Broadcast Dialogue spoke to Paul Kaye, Rogers’ VP of Product & Talent, about the move.
What was the motivation behind the change?
PK: There’s no argument that a consistent brand is ultimately a strong brand, however being consistent doesn’t mean you shouldn’t refresh and update elements from time to time. This is one of those times. As audience preferences and taste evolve so must we. The new sound coming to our ROCK portfolio is designed to build on the brand’s heritage, rejuvenate it and take us on the next stage of our journey.
At the same time, CHEZ 106 (CHEZ-FM) Ottawa and 92.1 CITI-FM Winnipeg adopt a new positioning line as “The Capital of Rock”.
How would you describe the new imaging sound?
PK: You’ll hear imaging that is more authentic… authentic just like the music the stations play. There are three voices on the new imaging – Ron Tarrant, Vanessa Marshall and Bif Naked. Ron and Vanessa are the lead voices, offering a really credible, modern sound and Bif adds something a little different, different from the traditional sound of radio voiceovers. Bif’s voice is so distinctive and just oozes authenticity. There’s something so genuine about having a Rock artist as part of the stations packaging. Credit goes to Danny Kingsbury (National Format Director – Rock), Mike Darrach (imaging lead for Rogers Rock Radio) and the entire Rock production team who brought the new sound to life.
How long had the previous imaging voice been in place?
PK: Up until we launched the new sound, our Rock voices were David Kaye and Vanessa Marshall. David has been the voice of some of our Rock stations for a number of years (some more than I can count on my fingers). We’re truly grateful for the fantastic voice work and contribution David has made to our stations over the years. Thanks DK!
Which stations will embrace the new imaging sound?
PK: All 10 of our Rock portfolio welcome the new sound. CHEZ 106 Ottawa, 92.1 CITI Winnipeg, K-ROCK Kingston (CIKR-FM), 92.1 ROCK (CJQQ-FM) Timmins, 92.7 ROCK (CJRQ-FM) Sudbury, 97.7 ROCK (CFGP-FM) Grand Prairie, 97.9 ROCK (CKYX-FM) Fort McMurray, 101.9 ROCK (CKFX-FM) North Bay, 105.3 ROCK (CKMH-FM) Medicine Hat, and 106.7 ROCK (CJRX-FM) Lethbridge.
Up until this past June when he became senior director of Seattle production house reelworld, Ron Tarrant was heading imaging and sound design for the Howard Stern Show and continues to be the imaging voice for SiriusXM’s Howard 100 and Howard 101 channels. Prior to his two and half years in New York City, Tarrant was national imaging producer and sound designer for Rogers’ KiSS, Sonic, Bounce and JACK FM brands.
Bif Naked, aka Beth Torbert, toured with punk outfits Gorilla Gorilla and Chrome Dog before her solo career took off in the late 1990s, culminating in five studio albums. She’s also pursued acting, including appearances as herself in Buffy the Vampire Slayer and The Crow: Stairway to Heaven, in addition to narrating 2012 TV series That’s Art?!
Vanessa Marshall is a veteran voice talent and animation actor with voice roles on numerous video games, radio, television and film. Recent roles include the voice of Poison Ivy in the Lego DC Comics Super Heroes animated films and the Vault Voice in Teen Titans Go! to the Movies.
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