Radio Platform Programming & Management

Radio Platform Programming & Management



In 2020, Sonos launched a proprietary radio station initiative as a way to drive engagement with their core speaker products and develop a revenue stream via subscriptions. In 2021, they sought to establish a global curation team to scale the program, adding ~100 new station franchises across 4 territories, overhauling existing stations, and updating their popular offerings.


Third Bridge Creative assembled a team of music curators, content producers, audio engineers, and voiceover artists. We developed a pitch process for new stations and worked with Sonos personnel on branding. We implemented an updating cadence, and scaled this approach to support an ex-US launch and radio localization strategy.


Stations developed and maintained by TBC have become an important part of Sonos Radio’s content offering. Six months into their partnership with Third Bridge Creative, Sonos marked a 35% uptick in overall station engagement across the board.

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