Since joining Media Planning Services in July 2024, Flow FM 92.7 Ilorin has rapidly made its mark, surging to a 36% market share in Kwara by October 2024.
The station, a 24/7 English-only broadcaster, has climbed 8 spots in a competitive market in just a few months, a testament to its innovative approach to radio.
Under the direction of Flow FM’s executive leadership, the station has embraced a bold vision of blending local and international sounds, appealing to both the younger and older generations. With highlights like DJ nights featuring both new-school and old-school music on Friday and Saturday nights, respectively, the station stands out as a cultural hub. Its focus on “more music, less talk” ensures that listeners get a steady stream of entertainment that celebrates the universal power of music. Music, as the station demonstrates, transcends language and borders, unifying people both within Nigeria and globally.
The station’s dynamic programming reflects its mission to not only talk about culture but shape it. With the global rise of Nigerian music, Flow FM brings the best of Afrobeats and international genres to the forefront, offering a sound that resonates with people from all corners of the world. The station’s digital-first strategy ensures that listeners can tune in 24/7, whether through traditional airwaves, digital platforms like Radio Garden, or directly via the station’s website (www.flowfm927.com), with an app soon to launch for even more accessibility.
A Global Perspective, A Local Commitment
Simi Sanni, General Manager of Flow FM, brings an invaluable global perspective to the station. Having lived across three continents—North America, Europe, and now Africa—Simi Sanni combines a wealth of international experience with a deep love of music. Her unique insight into the global music scene has shaped Flow FM into a station that not only entertains but also builds bridges between Nigeria and the world.
“Having lived in multiple countries, one thing that stands out to me is the global impact of Nigerian music. Much like K-pop has found its audience worldwide, Nigerian music, particularly Afrobeats, has captivated listeners from every continent,” says Simi Sanni. “At Flow FM, we’re not just broadcasting Nigerian culture; we’re helping to shape the narrative, showing the world how powerful and unifying music can be.”
Under Simi Sanni’s guidance, the station has quickly established itself as a leader in the media landscape, leveraging innovative digital strategies and a focus on community engagement. With a mission to both entertain and empower, Flow FM strives to connect with listeners on a personal level. The station’s outreach programs, giveaways, and regular check-ins with listeners foster a family-like atmosphere, making every listener feel like they’re part of something bigger.
Empowering Change and Shaping the Future
At the heart of Flow FM’s success is the support of its founders, Chairman Engr. Femi Sanni, FNICE, and the CEO Dayo Sanni, whose vision and guidance have been instrumental in building the station’s foundation. Their commitment to empowering Simi Sanni and the team has enabled Flow FM to flourish in an overcrowded radio market.
“We’re proud of what we’ve accomplished in such a short time, but we’re also aware of the responsibility we have,” says Simi Sanni. “In a world with so many media options, it’s easy to get lost in the noise. But by staying true to our vision—being a station that speaks to both the heart and the mind—we’re able to stand out. Our focus on digital-first programming, our commitment to music, and our dedication to community engagement are the pillars that will continue to drive us forward.”
The CEO echoes this sentiment: “Flow FM isn’t just a station; it’s a movement. We’re setting the pace for what modern radio should be—engaging, forward-thinking, and deeply connected to our audience.”
Flow FM’s Vision: Redefining Radio in Kwara
Flow FM’s vision is to be Nigeria’s voice to the world, not just a local broadcaster but a station that speaks to the global community. While deeply rooted in Kwara, Flow FM blends local authenticity with a global outlook, ensuring that its influence extends far beyond the state’s borders. With its dynamic programming and smooth presentation style, Flow FM embodies the cosmopolitan energy of Lagos, a major global city, known for its cultural vibrancy and economic influence.
By offering a fusion of global sounds and local stories, Flow FM is positioning itself as a station that not only reflects Nigeria’s cultural epicenter but actively shapes the conversation around it. Whether it’s through the latest Afrobeats hits or international R&B tracks, Flow FM is creating a space where music and culture are celebrated on a global scale. The station’s success isn’t just about ratings; it’s about breaking barriers, challenging perspectives, and pushing boundaries in a way that inspires listeners everywhere.
“This is just the beginning,” says the Chairman. “Our mission is clear: to amplify Nigerian culture to a global audience while keeping that deep connection to our roots.” And with its innovative programming and growing presence, Flow FM is well on its way to achieving this bold vision, resonating with audiences both at home and abroad.