NRK mP3, the hit music brand of Norway’s public broadcaster, has refreshed its on-air sound with a new Flow ID package from PURE Jingles, specifically designed for the popular afternoon drivetime show mp3klubben. The update aims to enhance the musical transitions and elevate the listening experience.

“We wanted to improve how we move between songs,” says PD Christer Johan Pettersen-Dahl. “We were looking for more seamless segues - musically and emotionally. With the new Flow IDs, the energy carries over naturally from one track to the next, which supports our mission to keep things upbeat and engaging.”

PURE Jingles branding consultant Thomas Giger adds: “Contemporary Hit Radio is all about sounding current and moving forward. Audio branding, if crafted with care and implemented smartly, can enhance that sense of momentum. It creates a more immersive experience and increases the time spent listening.”

The collaboration marks a new chapter in the ongoing relationship between NRK and PURE Jingles. Pettersen-Dahl shares his enthusiasm about the final result: “We love the Flow IDs! They make us not just sound better but also serve our audience better. Audio branding is an essential programming tool. Thanks, PURE team!”