Reelworld Launches New 1Xtra Sound
July 13, 2015 at 12:36 PM (PT)
REELWORLD’s new sound for 1XTRA has launched this week after winning their first BBC pitch earlier this year. The new imaging is a joint venture between REELWORLD EUROPE and long-term collaborator BEN MARKS of SUBSTANCE B MEDIA.
The package mixes 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.
“Such a unique station deserves a completely unique approach to imaging and I’ve literally been in fanboy heaven," Ben Marks said. "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 is REELWORLD’s first successful BBC tender so it marks a bit of a landmark in our company’s history," REELWORLD European Managing Dir. ANTHONY GAY said. "The project has been a huge thrill to work on and we’re very proud to be supporting such an iconic radio station.”