Real takes over Tramlines from Hallam FM

Real Radio Yorkshire has announced a deal to partner with Sheffield’s Tramlines Festival after rival station Hallam FM said it was pulling of a similar event.

The Bauer station said last week the Tramlines was getting too big, with attendance at the city centre event up five times last year compared with 2009.

Real Radio will be official radio partner for newly announced replacement ‘Sheftival’ festival on 4th and 5th August at the Don Valley complex. It’s Sheffield’s biggest ever festival of music, sport and culture and ties in with the London 2012 celebrations.

GMG Radio say they’ll bring some of the biggest pop acts to the main stage in front of an estimated 50,000 people. Olympic events will also be broadcast on big screens.

Real Radio Managing Director Steve South said: “Real Radio is delighted to be partnering with Tramlines to support ‘Sheftival’. It’s a totally unique event combining music, culture and sport in such an iconic location as The Don Valley Complex and a great way for people across Yorkshire to take part in and enjoy our Olympic Summer.

Festival Director Dave Healy added: “For Sheftival we have invited some of the region’s best festival and event promoters to come and put on a show, giving our Olympic celebration a true festival vibe. We are delighted to have such an experienced media partner as Real Radio working with us whose team have a great track record in presenting big pop events across the county. Their involvement will really help make Sheftival one of the festivals of 2012.”

Last week, Alex Morley – Hallam FM’s Marketing Manager – said in a statement: “We are really sad that Hallam FM at Tramlines won’t be taking place this summer. We have loved being part of Tramlines, bringing some fantastic artists to Sheffield each summer for the past three years, it encapsulated what we are all about – great music, being part of the local community and entertaining our listeners! However, safety is obviously of paramount importance to us and the event was becoming too big for the space, so we came to the joint decision with the Tramlines organisers to withdraw our involvement. Although we realise there will be some sad faces at this announcement, we know that Tramlines will continue to deliver yet another fantastic, award winning event with some excellent free live music across the city, which we will continue to support fully.”