The sound of the new Virgin Radio Beat in Dubai has been created UK-based Contraband Media.
Virgin Radio Beat is part of seven new stations to launch in the UAE by Arabian Radio Network, along with Virgin Radio Chill, 92 Rock and 92 Smooth.
“It’s always fantastic to work with and shape big iconic brands like Virgin Radio. As big fans of dance music, Virgin Radio Beat was the perfect project to get stuck into! As well as sampling the hottest remixes, we created our own in-house EDM style sound design and music beds to help construct their new station image,” said Adam Burgess, Contraband Media Director.
Contraband’s Tom Cross added: “We tuned, delayed and splintered vocals to rhythmically punctuate the message making sure the energy never dipped and where the beat never stops.
“As well and the custom elements we also utilized elements from our CHR production library Imaging Blueprint.”
Alex Agishev Content Director – Virgin Radio Dubai says: “The Arabian Radio Network is the most innovative radio group in the region providing great content for millions of listeners every day. Virgin Radio Beat is one of 7 new digital brands launching and we are really excited to have collaborated with Contraband Media on the audio package for the new station. The imaging is fresh, innovative and sounds even better on the air!”
Steve Smith Chief Operating Officer – ARN adds: “Radio listening is often mood-based and these new digital brands allow us to build further loyalty and complement the terrestrial stations. With the mobile phone being at the centre of our world, we wanted to ensure that we are embracing the latest technology as we continue to lead the media market in the UAE.”