Radio in the United Kingdom is continuing to grow as various content for music, entertainment and news are being presented for people with different interest. Similar to here in the U.S, The UK has a diverse group of people who don’t all primarily like the same type of music and entertainment. Having multiple avenues within radio with varied material, engages all type of people into the radio world. BBC Radio has done a remarkable job with appealing to wide audiences. Radio 1Xtra which is one branch within the BBC Radio conglomerate that focuses on urban music and entertainment and uses its platform to reach youth in the U.K.
Music that is played on Radio 1Xtra include, hip hop from both UK and American artist, R&B, reggae, gospel, pop and much more. They recently teamed up with a company called Reel World to incorporate all these musical styles for a theme that fits their station. The Reel World “is a production team that creates techniques and musicality to pair with the playlist of a station, creating a seamless transition between its branding and core artists.” Taking a few minutes to listen to Radio 1Xtra’s top of the hour headline, I immediately noticed how innovative and fresh their sound was. It combined the styles of music featured and embodied the urban culture that represented the station.
While creating a new sound for the station, last year Radio 1Xtra also restructured their image. Jiggle News, explains how the creative director at Substance Media, a publication of journalism students, felt about the modernization of 1Xtra, “Such a unique station deserves a completely unique approach to imaging and I’ve literally been in fanboy heaven.”
BBC Radio 1Xtra also launched a spoken word season last year, which gave platform for additional audience listeners. Since May 2015, 1Xtra has workshops and performances with partners across the UK to seek out aspiring spoken-word artists. According to Radio Today UK, “Andy Worrell, Editor of BBC Radio 1 & 1Xtra, says: “Young people are increasingly finding a voice through spoken word and using it as a means of expression….this will reflect and enrich the already vibrant underground spoken-word scene across Britain and help elevate young artists to the next level.”
Radio 1Xtra remains one of the freshest innovative radio platforms in BBC Radio. "We switch up the DJs every six months or so," We like to keep it fresh and we let them put forward a track each week that may have come to their attention – they're specialists after all,” says Austin Daboh, 1Xtra’s music manager, in an interview with The Guardian.
Chantelle Fiddy at The Guardian also explains the unexpected scenery at 1Xtra “I thought we'd have KFC," someone murmurs. With Domino pizza and MacBooks at the ready, the makeup of the far-from-glam third-floor boardroom at 1Xtra's London HQ isn't necessarily what you'd expect from the UK's most influential urban playlist meeting taking place.”
Radio 1Xtra is great example of how radio stations may not be stylish and modern in appearance but still have the ability to produce great content and create programs that are effective, exciting, and youthful.