BBC Asian Network has been working with Wise Buddah on a brand new station sound.
The brand new custom ID package was written and produced by Wise Buddah in collaboration with composer and musician Niraj Chag and the station sound team at Asian Network.
The new sound provides the station with a complete imaging overhaul including a fresh new 7-note sonic identity.
Designed to reflect the range of music genres the Asian Network broadcasts, the package incorporates a variety of Asian musical styles and covers everything from its News output and Breakfast show through to The Official Asian Download Chart show.
Wise Buddah’s Paul Plant said: “It was vitally important that the package was authentic and sonically credible and we’d been talking about collaborating with Niraj Chag for a long time. This was the perfect opportunity to combine forces, whilst having the pleasure of recording with a host of talented live musicians.”
Producer Jem Godfrey added: “The chance to rebrand one of the most innovative and distinctive radio stations in the world was a project I couldn’t wait to get started on. With such a wide ranging and diverse brief to bring the sound of the station together as one family, yet to keep each strand very much individual to itself was great fun and a fantastic challenge.
“Together with Ollie Melville-Smith, we crafted the different elements required to deliver one of the packages that I’m most proud of in my career.”