Radio City, a radio network with a growing digital footprint, announces a strategic partnership with Confluencr, an influencer marketing agency, to deliver integrated, cross-platform brand solutions that combine on-air reach with digital creator influence.
This collaboration brings together Radio City’s on-air presence, RJ-led communities, content IPs, and digital amplification capabilities with Confluencr’s structured influencer marketing ecosystem built on data intelligence, creator networks, and performance-driven execution.
Radio City commands a connection with audiences across cities through its FM network and digital platforms. From RJ-driven engagement to branded IPs, podcasts, and social extensions, the network has delivered brand integrations. Confluencr operates an influencer marketing ecosystem spanning micro, macro, and celebrity creators across platforms, enabling brands to tap into voices and communities.
Abraham Thomas, CEO, Radio City said, “Radio City’s unmatched credibility on air, coupled with our rapidly expanding digital ecosystem, has consistently enabled brands to build meaningful audience connections. Our partnership with Confluencr marks a strategic evolution of this proposition by integrating the power of the creator economy into our platform.
“Together, we are enabling brands to move seamlessly from scale-driven awareness on radio to deeper engagement and advocacy through influencers — delivering a unified, multi-platform brand experience,” Thomas said.
Over the years, Radio City has evolved from traditional broadcasting to become a multimedia brand solutions provider, with traction across social media, video content, and digital-first formats. The partnership with Confluencr enhances this digital capability, allowing for influencer-led amplification of radio-led campaigns.
Sahiba Lalwani, Founder, Confluencr said, “Radio City has built an incredible trust-based relationship with audiences through its on-air and digital platforms. Our influencer marketing ecosystem complements this perfectly. By combining their scale and storytelling strength with our creator intelligence and execution framework, we can help brands drive deeper engagement and measurable impact.”
The alliance will enable RJ–influencer collaborations for brands, influencer amplification of radio IPs, digital-first branded storytelling extended into social ecosystems, hyperlocal influencer campaigns aligned with Radio City’s city footprint, and data-backed reporting and performance insights.
Anurita Patel, National Programming Director – Radio and Digital, Radio City said, “Our RJs are cultural connectors and powerful community builders. Integrating influencer voices into our on-air and digital storytelling opens up exciting new creative possibilities. This partnership allows us to build campaigns that are cohesive across touchpoints — from airwaves to algorithms.”
As brands seek integrated campaigns that blend trust, reach, and influence, the Radio City–Confluencr partnership offers a solution combining the emotional power of audio with the relatability and scale of influencer marketing.
