Bella Astillah makes ERA FM debut after Syed Saddiq’s cancelled radio stint

ERA FM has unveiled singer and actress Bella Astillah as its latest guest announcer for the popular morning show "3 Pagi ERA", following the cancellation of its initial collaboration with Muar MP Syed Saddiq Abdul Rahman.

Earlier this month, Syed Saddiq was slated to join the morning crew alongside Nabil Ahmad, Azad Jasmin and Radin. The move was widely viewed as an unconventional political outreach effort by the Muda founder. However, the agreement was called off at the last minute due to what ERA described as “unavoidable circumstances” that shifted the dynamics of the planned partnership, reported Malay Mail.

In response, Syed Saddiq said on a social media video that he respected the station’s decision and appreciated its transparency. He added that Astro would still honour the contractual payment, which he pledged in full as scholarships for 20 underprivileged students in his Muar constituency.

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With the cancellation, ERA FM quickly pivoted to bring Bella Astillah on board. In a statement to A+M, an ERA FM spokesperson explained, “After the earlier discussions with Syed Saddiq didn’t materialise, we explored other personalities who could bring a fresh energy and connection to the show. Bella was very open to the idea, and the timing worked out perfectly for both sides.”

The spokesperson added that while Bella had been under consideration as a potential host earlier, her appointment was only confirmed close to the official announcement on social media. “Bella brings a strong fan following and relatability, especially among younger audiences. Her easygoing personality complements 3PE’s energy and creates a fun, engaging on-air dynamic,” the spokesperson said.

For now, Bella’s stint is framed as a special collaboration, though ERA FM remains open to exploring more opportunities with her in the future.

Bella made her official debut on 22 September 2025 and will join the "3 Pagi ERA" lineup on weekdays from 6am. To mark her first day, ERA introduced her appointment on Instagram with a tongue-in-cheek “official letter” detailing her new role.

The station also welcomed her with a lighthearted prank call, where Syed Saddiq himself joined in under the guise of a listener named “Danial", and shared a few words of encouragement for the new host. ERA's hosts also carried on the playful banter by joking about the pair’s “close friendship,” teasing Bella with outrageous wedding scenarios, from skydiving nuptials to running-themed ceremonies. 

While Bella's personal life continues to fuel speculation, Bella’s new role marks the continued growth of her fame alongside Syed Saddiq's following their debut as a rumoured "couple" from their ambassadorship deal with PrimaValet.

Are politicians the next influencers?

From a previous A+M report titled "From ballots to brands: Are politicians the next big marketing play in Malaysia?", media intelligence CARMA, found that a majority of the conversations surrounding PrimaValet are in relation to the perceived relationship between Syed Saddiq and fellow model, Bella Astillah.

Some social media users are happy to see Syed and Bella as a couple, while others suggest that the relationship is a publicity stunt. Some netizens are also concerned about the public’s obsession with the couple. However, CARMA found that recent social media conversations about Syed Saddiq specifically, have been 8.9% positive and 24.1% negative, as the politician attended his appeal hearing for the criminal breach of trust (CBT) court case mid-March.

If anything, there seems to be a future in the influencer space for ex-politicians who are popular with Malaysians. Ashvin Anamalai, chief executive officer of DNA Creative Communications told A+M: “Unlike in other countries where this might seem odd or unethical, Malaysians are generally more open to it, especially if the politician feels authentic and aligns with the brand’s values."

Meanwhile, Yan Lim, chief executive officer of iOli Communications had similar views. She said that in Malaysia, there is a strong emphasis on community-driven endorsements. “When a well-known public figure, whether from politics or entertainment, endorses a product, it tends to be well-received,” she explained.  

The collaboration between Bella Astillah and the Malay-language radio station comes on the heels of ERA FM's latest campaign, a new series titled Kelas Perpaduan ERA (“ERA Unity Class”), with support from Malaysia’s Ministry of Unity. The show takes Malaysians on an educational journey that explores the country’s diverse cultures, customs, and shared experiences, all in an effort to foster a stronger sense of unity. 

The launch came about four months after its morning hosts faced backlash over a controversial video in which the trio appeared to mock a religious kavadi ritual.

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