The radio station broadcasts from Rosebank, Johannesburg, and currently reaches more than 1,4 million listeners, predominantly LSM 7-10, in the greater Gauteng area.
Thus far the station has been the springboard for many young black radio stars such as Fresh, Phat Joe, Oskido, Bad Boy T, Rude Boy Paul, and youth icon DJ Sbu. Now, however, though the station says it “fervently believes in affirmative action” and rejects “tokenism” it is looking for a “hot white boy” to add to its line-up.
YFM programming manager Tumelo Diaho-Monaheng says urban youth culture and the popular lifestyle associated with it attracts a diverse audience, and although still predominantly black, the lifestyle proposition, particularly the music, cannot and should not be categorised along racial lines.
“We have seen an emergence of young white people who listen to our station and come to our parties. But the new white DJ will be chosen not just for being white, but because of his unique talent and the ability to connect with our audience,” said Diaho-Monaheng.
The new DJ must meet the following criteria: White male, 18 - 25, able to speak vernacular aside from English and Afrikaans. Applicants will also have to give a brief description of why he thinks he suits the YFM market and will have to name four songs he would choose to be on the YFM play list
All applications must be submitted through YFM's website www.yworld.co.za and applicants will be put to the test on air and will need to be able to hold their own interacting with the station's robust and predominantly black male audience.
