ReelWorld’s new sound for 1Xtra has launched this week after the company won 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.
Ben Marks: “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!”
ReelWorld European Managing Director Anthony Gay added: “This is ReelWorld’s first successful BBC tender so it marks a bit of a landmark in our company’s history. The project has been a huge thrill to work on and we’re very proud to be supporting such an iconic radio station.”
Here are some photos of the session at ReelWorld Europe’s HQ in MediaCityUK, including vocalist Andile and the ReelWorld team, and a demo of the new audio: