Established in 1997, the station is formatted to mostly play urban music genres such as Kwaito, Hip Hop, and R&B along with a minority of its airtime being dedicated to talk shows.

[citation needed] YFM characterizes their core audience as "young South Africans who are imaginative, curious and ambitious.

"[1] YFM describes itself as "the soundtrack to an urban life – fast-paced, energetic and uplifting with a mix of a few quiet moments so that you can catch your breath in the middle of Jozi madness."

In 1998 Yfm contributed to publishing the Y-Mag (which has been converted to a digital platform), a lifestyle magazine targeting the youth of the nation.

Most recently, the station came under fire from South African record executives and artists alike when YFM CEO Kanthan Pillay called a meeting and introduced a policy that had been put into place.