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KISS took centre stage at Adwanted鈥檚 Future of Brands this week, as KISS Breakfast hosts Tyler West and Chloe Burrows shared an energetic and candid look at the evolution of the show and the wider brand. Hosted by James Barr from Hits Radio, the session blended humour with insight, reflecting the tone of the show itself – playful, unfiltered, and deeply connected to its audience.

West described the show as 鈥�your favourite group chat鈥� and you鈥檙e part of it鈥�, highlighting its deliberately disruptive style and willingness to push boundaries on-air. That approach sits at the heart of KISS鈥檚 reinvention – prioritising cultural relevance and real-time connection over a slick, overly polished feel. Burrows echoed this authenticity, noting of the adjustment from appearing on social media to radio: 鈥淚t was definitely a shock鈥� but now we鈥檝e all kind of mashed together,鈥� emphasising the importance of team chemistry in making the format work.

A key theme of the session was radio鈥檚 unique intimacy and reach. West reflected, 鈥淵ou鈥檙e the only voice some people hear all day,鈥� underscoring radio鈥檚 enduring emotional connection even in a multi-platform world. He also framed it as a 鈥�360 medium,鈥� where content flows seamlessly from live broadcast to social clips, events, and audience interaction.

The conversation also explored brand partnerships, with West stressing that authenticity is critical: 鈥�It needs to come from a place of heart.鈥� Referencing past work, he highlighted how meaningful collaborations, such as campaigns tied to youth employment, resonate more deeply than transactional advertising. Burrows reinforced this from an influencer perspective, advising brands to 鈥�fit the influencer, not the other way around,鈥� and to embrace subtlety, noting that 鈥�audiences are so switched on鈥�.

The KISS rebrand itself was positioned as a bold cultural reset. With a new brand look and a renewed focus on disruptive, socially driven content, the station aims to be instantly recognisable as a hub for 鈥�what鈥檚 going on鈥�, whether that鈥檚 music, conversation, or community. West described it as a 鈥�massive glow up鈥� with this whole new energy,鈥� signalling a shift towards louder, more playful, and more culturally agile output. KISS is as a brand leaning into authenticity, spontaneity and audience connection – in the words of Tyler West, 鈥�keep an eye on what鈥檚 coming next, it鈥檚 never been done before鈥�.