Turn Up The Radio, Blast Your Stereo!

THE WAY WE CONSUME INFORMATION HAS CHANGED SO MUCH OVER THE LAST 20 YEARS, FROM GOOGLE TO SOCIAL MEDIA, AND NOW INFLUENCERS. TODAY'S ANNOUNCERS OFTEN DOUBLE AS SOCIAL MEDIA INFLUENCERS BUT WE REMEMBER HOW RADIO ICONS OF YESTERYEAR YIELDED EVEN MORE INFLUENCE OVER THEIR LISTENERS.

- Lorraine Chai

‘A voice that wakes the entire nation up every morning!’ is how my dad describes Datuk Yasmin Yusuff – the iconic radio deejay of her time. My conversation with her is filled with laughter and positivity. It’s no wonder she is one of the most sought-after emcees for both corporate events and royal ceremonies.

A DIFFERENT KIND OF INFLUENCER

Being a pioneer in the radio industry, Yasmin has witnessed and experienced firsthand the changes that have taken place on national radio. “Radio presenters were so influential back then. Brands would pay for a sponsored show. What we said on the radio would affect how people made a decision – music, restaurants or brands would sell out. Even today, I wouldn’t say I’m an ‘influencer’, but more of an information provider,” she shares.

Yasmin explains that the thought of being an influencer never really came to mind until recently when she was called a legend. “I know I’m influential in the radio industry. My coworker Patrick Teoh and I, changed the scene in Malaysia. We broke the mold of being serious; we laughed on-air and were irreverent. We shared our opinions on semi-taboo topics, we started introducing music on shows and encourage interaction with the audience. In fact, I did the first live calling on Malaysian radio. But I never thought I would be influential enough to be called a legend or have kids named after me!” she laughs.