Flava (radio station)
| Company type | Radio network |
|---|---|
| Industry | Broadcasting, Radio |
| Predecessor | Cool Blue 96.1 |
| Founded | 2004 |
| Headquarters | Auckland , New Zealand |
Area served | New Zealand (multiple regions including Northland, Auckland, Tauranga, Rotorua, Christchurch) |
Key people | Christian Boston (former content director) |
| Products | Classic hip hop and R&B radio programming |
| Owner | NZME Radio |
| Website | www |
Flava—previously known as Cool Blue 96.1—is a New Zealand radio network specializing in classic hip hop and R&B, owned by NZME Radio. Broadcasting from NZME's Auckland studios on Graham Street, it serves as a direct competitor to MediaWorks New Zealand's urban station Mai FM.
The station's on-air talent features personalities such as K'Lee, Azura Lane, Charlie Pome'e, Hadleigh Pouesi (Hadz), and DJ09.
Flava engages roughly 175,100 listeners weekly, attracts about 13,900 unique visitors to its website each week, and boasts approximately 228,000 followers on Facebook. Its core audience consists of educated, upwardly mobile urban consumers under 35 years old, predominantly female, with a focus on metropolitan Generation Y culture. The station's advertising clients include sectors such as concerts, automotive, telecommunications, and various consumer brands.
The playlist showcases classic hip hop and R&B tracks from artists including Missy Elliot, Rihanna, Vic Mensa, Kanye West, Mariah Carey, Dr. Dre, Juicy J, Nicki Minaj, Beyoncé, Timbaland, Ciara, Wiz Khalifa, and Chris Brown. Additionally, Flava supports local New Zealand talent like Six60, Sons of Zion, and Tomorrow People. In 2011, the station organized a competition encouraging listeners to record over tracks for professional production and subsequent airplay.
Cool Blue 96.1FM
The origins of Flava trace back to Cool Blue 96.1FM, which broadcasted exclusively in Auckland from 2001 until 2004. Unlike other stations operated by The Radio Network, Cool Blue was not part of a national network but served solely the Auckland area.
Following the replacement of Cool Blue by Flava, an unrelated internet-only Cool Blue station was relaunched based in Taupo, featuring genres such as jazz, blues, R&B, rock and roll, and folk music.
Flava
In 2004, the Auckland frequency previously used by Cool Blue transitioned to Flava. In July 2010, Flava moved to 95.8 FM as part of a nationwide frequency realignment following new 20-year license allocations by the Ministry of Economic Development. Although Flava initially launched in Napier in 2004, it was replaced by Easy Mix in April 2012; Easy Mix itself was subsequently replaced by Radio Sport in June 2012. Responding to significant public and advertiser demand, The Radio Network reinstated Flava in Napier in March 2013.
By 2013, Flava was broadcasting across multiple regions including Northland, Auckland, Tauranga, Napier, and Christchurch. Its Rotorua outlet led its market in audience share. Christian Boston, former content director, highlighted strong demand for Flava both nationally and internationally—particularly among teenagers establishing brand loyalty—and noted listener requests for low power transmitter installations. The station expanded into Wellington on 19 July 2013 with an extensive playlist featuring 4,000 songs played consecutively. However, Flava ceased broadcasting in Wellington in January 2015 when its 104.5 FM frequency was reassigned to George FM.
Frequencies
- Whangārei – 106.0 FM
- Auckland – 95.8 FM
- Tauranga – 99.0 FM
- Rotorua – 89.5 FM
- Christchurch – 93.3 FM
- Wellington – 93.7 FM
Events and promotions
The station actively supports prominent rugby league occasions, including its role as the official radio partner of the New Zealand Warriors. It has consistently been the designated broadcaster for Auckland Council's Matariki festivities over multiple years and sponsored a large poppy display at Auckland Domain on Anzac Day 2015. Flava has also been involved in major Auckland music events such as the 2013 2Clean Album Release Party, a Nelly tour that same year, and the 2015 Soulfest, which featured performers like Lauryn Hill, Miguel, and Mary J. Blige.
Promotional activities include branded vehicles like a Hummer fitted with eight stereo speakers and a Nissan Pathfinder customized with subwoofers, speakers, and audio-visual equipment housed in a bespoke fibreglass casing. The network further supports local events across New Zealand, including the 2014 Flava Rotorua Foam Party and the 2015 Loaded Tough Guy and Gal endurance challenge.
News and information
Flava provides hourly updates on news, sports, and traffic during the breakfast slot, sourced from the NZME newsroom and presented by Brin Rudkin between 6am and 8am.
In 2008, Flava enhanced its weather segments by introducing "feels like" temperature indexes—such as wind chill and humidex—offering listeners more relevant information for their daily planning.
Website and social media
The Flava website features event listings, music videos, entertainment news, contests, and photo galleries from various events. The station offers a live stream through iHeartRadio and runs Flava Old School exclusively on this platform. This sister channel caters to an older demographic with selections of old-school hip hop and classic R&B from artists including Tupac, Biggie, TLC, and Missy Elliott, appealing to listeners who prefer a more traditional music repertoire compared to Flava's current playlist.