As a radio station with depth and atmosphere, New Dance Radio focuses on dance music fans. These are particularly hedonistic people who are creative, active and eager for direct experience. They put people first, have a sense of fittingness, displays their taste and love (indoor) adventure. They are real makers and doers for whom dance is an important ritual in their daily life. These people are adult, self actualized, global perspective, well educated and interested in inner growth. They visit clubs and events all over the world such as Awakenings, Berghain, Fabric, Moulin Rouge, Thuishaven, Toffler and Tresor.