KCRW had a perception problem. Younger audiences knew the name, but not the feeling—writing it off as predictable in a world overflowing with culture. In reality, KCRW is a constant stream of unexpected sounds, ideas, and perspectives—the very thing this audience is looking for. The challenge wasn’t changing the product, it was closing the curiosity gap.

So instead of explaining what KCRW is, we invited people to experience what it does. Get LD’d became a simple, cryptic call to step into its world—to get lost, lit up, and layered through culture. By showing up in ways that were visually, culturally, and creatively unignorable, we turned KCRW into something you don’t just listen to, but something you fall into.

In leaning into its weirdness, KCRW stopped trying to prove its relevance—and started becoming a magnet for it.