Magic Radio has unveiled a new audio identity created by TM Studios, marking a complete refresh of its station sound across the network.
The new package covers everything from the breakfast show with Gok Wan and Harriet Scott through to Mellow Magic, with a brief to make Magic sound modern while keeping its warm and familiar tone.
Chris Stevens and Dave Bethell led the project for TM Studios. Chris said: “Magic was evolving, and that gave us the opportunity to create a sound that connects generations of listeners, from those who already know and trust Magic Radio, to new audiences discovering it for the first time.”
The new melody is designed to be instantly recognisable and memorable, combining UK and US vocal talent to reflect Magic’s blend of timeless and contemporary music. It also features elements inspired by Magic Musicals, giving the brand a cohesive and versatile sound.
Bauer’s Group Operations Director Chris Ward said: “TM have created the perfect jingle package for Magic Radio. It’s contemporary, friendly, and the new melody immediately sticks in your head. It’s exactly what we were after.”
The new sonic branding has also been extended to Magic Soul, Magic Musicals and Magic Christmas, creating a unified sound across all of Magic’s stations.
Dave Bethell added: “We wanted the Magic identity to sound like it feels – friendly, familiar and warm, but with a confident modern polish.”
Cuts from the new package and commentary from Bauer can be heard in the official launch video on YouTube.