MEDIA RELEASE: ARN’s The Edge today rebrands as CADA. Bursting onto the scene with the support of some of the best talent in Australian Hip Hop and R&B, who have created a world-first collab just for the brand. The new track, Never Miss A Beat will have its first play on CADA at 4pm on 31st March via the free iHeartRadio App, FM in Western Sydney, and digital radio nationally.
Having just returned from the US where he was collaborating with T-Pain, Newcastle born and raised artist Mason Dane leads the charge with producer Liam Thomas aka Rora on the beat. Mason can be heard on vocals alongside A.GIRL from Western Sydney, Day1 from Brisbane and Reyanna Maria of Melbourne. The result is an addictive sound that reflects Hip Hop and R&B today.
Never Miss A Beat will go down in history as the first track ever played on the station, to reinforce CADA as Australia’s home of Hip Hop and R&B. Never Miss A Beat not only sets the tone for the station but is also the soundtrack to CADA’s launch campaign brand film and can be heard in their advertising online -across social, YouTube, BVOD and cada.com.au.
The brand film features CADA talent alongside artists including A.GIRL, Tasman Keith, Big Skeez, 1300 plus many more cameos from familiar faces in Australia’s Hip Hop and R&B scene. Further support comes from the likes of homegrown stars The Kid LAROI, Tkay Maidza, Youngn Lipz and Becca Hatch, as well as Ty Dollar $ign, Latto, French Montana, Normani, and Tierra Whack, who are featuring in the brand’s online and out of home campaign.
CADA General Manager Emily Copeland said: “We wanted to create a track that became a statement for CADA at launch, by bringing together a group of Australian artists who represent the future of Hip Hop and R&B. In a never-before-seen initiative for commercial radio, this track will not only be the first track ever played on CADA, but will work with our marketing campaign to define what CADA stands for. Having the support of these artists, and the industry at large, speaks volumes. Not only will Never Miss A Beat go down in history as our first track, but also as an example of how CADA will create unique opportunities for artists and brands.”
CADA Head of Marketing Kat Tamayo added: “We were discussing which track we would use to represent our brand and it was important for us to allow the artists’ true expression and poetry to flow naturally. The lyrics to Never Miss A Beat are in the artists’ own words, with a little inspiration from CADA’s taglines. In essence, it represents what they see CADA to be, the role that they feel CADA needs to play and the void it needs to fill.”
A.GIRL further added: “I’m so happy to be a part of this. The track gives me super good feels and this launch can only do good for the culture. ”CADA will bring Australians closer to culture by serving up inclusive, exclusive, and up-to-date Hip Hop and R&B content. CADA will provide a new avenue for both local and international Hip Hop and R&B artists to showcase their music on a station with national multi-platform reach. The genre finally has a local mainstream audio platform dedicated to it –what Hip Hop and R&B fans and artists in Australia have been missing for a very long time. CADA’s line-up of hosts and creators is as diverse as its audience, with a supreme cast of talent who each bring something unique to the table. FromARIA nominated artists, content creators and DJs, to fashion designers, chefs, and comedians, CADA’s on-air talent includes a mix of new and familiar faces. If you listen to CADA, you’ll never miss a beat again.
You can now listen to ‘Never Miss A Beat’ on all streaming platforms. Plus, watch a behind the scenes video of how the song was made and the lyric video below:
