BBC Radio 1Xtra Gets New Sound From Reelworld

MediaCityUK based ReelWorld have been responsible for re-imaging the sound of BBC Radio 1Xtra after successfully winning the opportunity earlier this year.

The new imaging launched this week and the creative is a joint venture between radio jingle and audio branding company ReelWorld and long term collaborator Ben Marks of Substance B Media. The imaging package delivers a unique and authentic sound for the station which fuses the station’s music policy with VO and vocals from Urban talent. ReelWorld composed original themes covering various 1Xtra musical genres as the foundation of the package.
The end result is exciting, authentic, energetic and above all extremely musical.

Ben Marks is Creative Director at Substance B Media: “Such a unique station deserves a completely unique approach to imaging and I’ve literally been in fanboy heaven. Working with ReelWorld’s composers on the music and sound design, writing lyrics with Ragga MC’s, vocal sessions with Grime artists, talk about having your cake and eating it. I’ve been gorging on gateaux since we began this project!”

This demo features the Top Of Hour themes – an extensive selection of mixouts and presenter IDs were delivered alongside the hour openers.