S Poddar
Ken Bruce, a well-loved presenter on Greatest Hits Radio, has decided not to feature Taylor Swift’s music on his show. Bruce, now 73, transitioned his popular PopMaster Quiz show from the BBC to Greatest Hits Radio last year, where he reaches an impressive audience of 3.8 million weekly listeners.
Despite the widespread popularity of Swift, Bruce stands firm on his decision. He believes that Swift’s songs are overly focused on her past relationships. He stated, “I’ll play her on my station when she writes something that isn’t about her ex-boyfriends. Great radio songs have three beats and then they’re straight into the song, not these long intros that she does.”
Bruce emphasizes that his show’s core audience consists of older listeners who prefer hits from the 70s, 80s, and 90s. However, he does make some concessions, occasionally playing short clips of Swift’s music during his PopMaster Quiz show to maintain a diverse range of genres.
This decision comes at a time when Taylor Swift is captivating audiences worldwide with her Eras Tour, which will see her perform five more shows at Wembley Stadium in August. Her presence has created quite a buzz, with Scotland even renaming a loch in her honor and Capital FM dedicating an entire station to her music.
Despite the hype, Bruce remains committed to his show’s focus. He includes a variety of questions in his quiz from the 50s, 60s, and even some early 2000s and 2010s hits. His main goal is to ensure that his loyal, older audience can relate to and enjoy the music and trivia presented.
Last year, Bruce announced on air that he was leaving BBC Radio 2 after three decades. While he cherished his time there, he expressed a desire to explore new opportunities. His departure was accelerated as his show began to serve as “essentially free advertising” for his new role at Greatest Hits Radio. Now, he hosts the pre-lunchtime 10am slot on GHR, where his audience has grown from 2.2 million to 3.8 million listeners weekly.
Ken Bruce’s commitment to curating a playlist that resonates with his audience highlights his dedication to providing a radio experience that is both nostalgic and engaging.
