Despite the belief that radio is on its way out, recent trends show a resurgence in its popularity, particularly among young TikTok users. For the past couple of months, many have been hooked by videos featuring old clips from the iconic radio show Brooke and Jubal in the Morning, which aired on Movin 92.5.
The show, which wrapped up years ago, still finds a way to captivate a new audience, with clips from segments like Second Date Update and Phone Tap circulating widely on TikTok. But what’s behind this phenomenon? Let’s take a deep dive and explore how these radio classics are thriving on social media today.
The Brooke & Jubal Appeal
The Brooke and Jubal show first aired in 2011 on Movin 92.5 in Seattle, quickly gaining attention for its humor and relatable content. Hosted by stand-up comedian Jubal Fresh (formerly Jubal Flagg) and veteran radio personality Brooke Fox, the program became a staple in the Seattle market. After its success, the show expanded to Portland in 2015 and launched into national syndication through Premiere Networks in 2016. The show’s appeal lies in its fun and engaging segments like Second Date Update and Phone Tap, which have remained popular even after the show’s rebranding in 2021 to Brooke & Jeffrey in the Morning following Fresh’s departure. While the new version features Fox, Young Jeffrey Dubow, and Jose Bolanos, the essence of the original show remains — delivering humor and heartfelt moments.
Though Brooke and Jubal ended its original run, it continues to captivate a younger audience on TikTok. The segments, particularly Second Date Update, have gone viral on the platform, with the hashtag #seconddateupdate garnering over 25K posts. The most popular video featuring the show has accumulated a staggering 4.9 million views and nearly 400K likes. This shows how timeless and relatable the show’s humor and pranks continue to be, sparking nostalgia while engaging a new generation of listeners who might never have heard the original broadcasts.
Brooke Fox’s extensive experience in morning radio and her involvement with causes like the American Heart Association only added to the show’s credibility. At the same time, Fresh’s background as a comedian brought fresh energy to the airwaves. The pair’s chemistry won them significant accolades, including the National Radio Hall of Fame’s “One to Watch” award in 2019. This established the show as popular and influential in the radio industry. Even in its rebranded format, Brooke & Jeffrey continues to reach over 50 stations nationally, showing the lasting impact of the original show’s chemistry and its adaptability in the evolving radio landscape.
Overstimulating Videos as a Trend
If you decide to explore the TikTok videos featuring Brooke and Jubal content, you may be surprised to find that almost 95% of them use the show’s clips as audio, paired with Minecraft parkour gameplay in the background. This is a prime example of the overstimulating video trend, also called Sludge Content or ADHD Videos. This type of content, which first gained momentum in 2022, is characterized by a split-content format where the primary content (in this case, Brooke and Jubal audio) is played while an unrelated secondary video (like Minecraft gameplay) is shown as the background to capture the viewer’s attention. The goal is to keep viewers occupied with engaging visuals, akin to the fast-moving, attention-grabbing content many associate with lower attention spans.
The phenomenon of overstimulating content, which includes elements like mobile app gameplay, DIY repair videos, and even ASMR clips (such as kinetic sand or ramen fixes), started as a workaround to avoid copyright strikes. TikTok users adopted this format after seeing success with content channels that used split-screen tactics to combine popular media clips, like Family Guy episodes, with secondary visual content such as Subway Surfers or Minecraft. The technique of overlaying gameplay over TV show clips evolved from earlier formats like “Reddit Stories” or the Subway Surfers style, which narrated Reddit posts while gameplay ran in the background.
By the end of 2022, the trend was fully established, with more channels embracing the format, pairing cartoons like The Simpsons, South Park, and SpongeBob SquarePants with engaging secondary media. The trend even extended to podcast clips and stand-up comedy, reinforcing the idea that viewers are drawn to videos that combine soundbites of familiar content with energetic, sometimes soothing, background visuals. While the viral success of Brooke and Jubal clips paired with Minecraft gameplay may seem like an odd pairing, it highlights the adaptability of older media in a rapidly changing, TikTok-driven landscape.
Gen Z and Radio: Understanding the Connection
While Gen Z listeners are often associated with their affinity for streaming services, it’s essential to note that 55% of this group still tunes into AM/FM radio daily, even surpassing streaming’s reach (53%). This shows that, despite the dominance of platforms like Spotify and YouTube, traditional radio remains relevant to this digital-first generation. Interestingly, Gen Z spends less time with AM/FM radio overall — 50% less than the 13+ population — but when they do engage, it’s predominantly in the car. Nearly 50% of the audio they consume while driving comes from AM/FM radio, a format that outpaces streaming in this setting.
What makes radio appealing to Gen Z? Qualitative interviews reveal that many young listeners appreciate the human connection radio provides, especially during times like quarantine. The element of surprise, with songs not pre-selected by curated playlists, is another draw. Additionally, radio serves as an important source of information about music, artists, and even news — something that streaming services don’t often offer. It’s also seen as nostalgic, tying listeners to memories and moments in time.
Even with their digital-first habits, Gen Z isn’t always opting for streaming when they listen to AM/FM radio. While 89% of their radio listening occurs through a traditional radio receiver, 11% is through streaming. This highlights an important trend: while Gen Z is tech-savvy, stations still need to remind them that FM radio is available digitally, particularly on their smartphones and other mobile devices, so bridging the gap between traditional radio and its digital platforms will be crucial for engaging them long-term.
Steps to Engage Gen Z With Your Content
The rise of TikTok has demonstrated that short, engaging clips are an effective way to spark curiosity and interest in a larger body of content, for radio stations looking to connect with Gen Z, repurposing content into short, snappy clips that highlight the most entertaining moments can serve as a great way to draw them in. By taking the funniest, most memorable segments from radio shows and transforming them into Social Media-friendly videos, radio stations can generate excitement and anticipation for full episodes or live broadcasts. These clips can be a teaser, prompting young listeners to tune in to the full content.
One of the key ingredients to success on Social Media platforms is leveraging humor, storytelling, and emotional connection. Gen Z gravitates toward content that makes them laugh, feel something, or spark their curiosity. When radio stations focus on these aspects, they can tap into the viral energy that makes Brooke and Jubal’s content so popular on TikTok. By embracing humor, relatable moments, and unique storytelling techniques, stations can create clips that resonate deeply with younger viewers, leading them to further explore their full broadcast content.
In addition, radio stations must stay relevant by engaging with digital trends. Whether it’s participating in viral challenges, hopping on popular sounds, or adapting current memes into radio-related content, staying on trend is a key part of digital media success. By being present in the web communities ecosystem, radio stations can make their content more discoverable and increase engagement with a generation that thrives on viral trends. Embracing TikTok clips, Instagram Reels, or YouTube Shorts as a tool for engagement will ensure that radio stations stay in the conversation and continue to attract younger listeners who may otherwise have been left behind.
Platforms like TikTok are not just a threat to traditional media; it’s a potential ally in reviving radio’s popularity among younger generations. The resurgence of Brooke and Jubal proves that radio content can thrive on the digital landscape if adapted to meet the expectations of today’s audience. By understanding and embracing those platforms, radio stations can stay relevant, attract Gen Z listeners, and even find new ways to enhance their traditional broadcasts in the digital age. The future of radio doesn’t have to be confined to the past — it can evolve and thrive in new, exciting ways, tapping into the power of social media to reignite its reach.