Bauer Media’s Absolute Radio is set to become the first UK radio station to launch on Apple TV as the brand further builds on its digital distribution - with nine out of the top ten digital commercial stations in the UK being Bauer owned. The announcement coincides with a new creative and a heavyweight national marketing campaign to communicate the stations’ ‘Real Music Matters’ positioning. The integrated campaign encompasses on-air programming, station imaging and experiential live events and will be showcased across outdoor sites throughout the UK, plus extensive digital display and social outreach across Facebook and Twitter.
As the ‘Real Music Matters’ campaign kicks off digitally on 21st December, Absolute Radio will be putting the finishing touches to its Apple TV app which will feature a lean interface, innovative controls and artist images. The app allows the user to see who’s on air, what’s coming up and what’s just been played, while the Apple remote can be used to easily switch between all seven Absolute Radio decade stations.
The ‘Real Music Matters’ message communicates a shared love of real music from a station which prides itself on a playlist that delivers music, from both old and new artists, who have connected with the hearts and minds of music lovers; from Mumford and Sons, James Bay, Noel Gallagher’s High Flying Birds and Kings of Leon to Arctic Monkeys, Foo Fighters, Stereophonics, David Bowie and Led Zeppelin.
Clare Baker, Absolute Radio Marketing Director said “Real Music Matters sums up the ethos of Absolute Radio – a brand dedicated to music that offers escapism from the throwaway and manufactured, focussing on tracks which stand the test of time. The campaign has been inspired by many of the artists who we’ve spoken to and their passion for real music. This campaign is fully integrated across outdoor and digital and is further celebrated with on-air and live music events, while our Apple TV launch continues to strengthen the distribution of our brand”
Marketing inserts of the ‘Real Music Matters’ creative will appear in print across Bauer Media titles including Q, Mojo and Empire. Live events will include performances from Hozier, who takes to the stage at The Garage in London on 13th January with exclusive sessions from James Bay and Bear’s Den to follow in 2016.
The outdoor ‘Real Music Matters’ campaign, bought by Starcom MediaVest Group, with creative by Thinkfarm, will go live in the new year with the launch on Apple TV also expected in early 2016.
Inspiration for the ‘Real Music Matters’ campaign
What does real music mean to you? Absolute Radio has spoken to artists including Chris Martin, Roger Waters, Jim Kerr, Bryan Adams and Kelly Jones. Listen here...