Xfm to launch outdoor music event in London

Capital Radio’s “alternative” station, Xfm, is to develop a festival or outdoor event for next year. The move is designed to broaden the station’s appeal.

The station, which already runs a series of club nights, is working on plans to develop large-scale live music events. It is not known how many events it will stage or over how many days. The events are expected to be held in and around London.

Xfm plans its own festival because existing events are already associated with brands: the Glastonbury and Reading Festivals are associated with Radio 1, and the V Festival is tied up with Virgin. Xfm was a co-sponsor of the V Festival in 1999.

Xfm is also diversifying into lifestyle products. It relaunched its free quarterly magazine, X-Ray, as a consumer magazine last month (MW August 29). The magazine will become a monthly from next February. The station also announced two sponsorship deals in September: tequila brand Cuervo Gold signed a ten-month deal to sponsor its dance output, and car brand MG has signed a deal to sponsor Zoë Ball’s drive-time show.

The most recent Rajar figures show that the station has increased its weekly listener share in London to 2.1 per cent.

Latest from Marketing Week

Marketoonist on PowerPoint pitches

The Marketoonist

Tom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.com or on Twitter @tomfishburne See more of the Marketoonist here Tom Fishburne will be speaking at the Festival of Marketing, which is taking place on 4 and 5 October at Tobacco Dock. To find out more information, including how to book tickets, visit […]

PLEASE SIGN IN OR REGISTER. IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and inspiration that will help you develop as a marketer and leader.

Register and receive the best content from the only title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work, so we can make Marketing Week more relevant to you.

Register now

THE BEST CONTENT

Our award winning editorial team and columnists will ask the biggest questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we will be your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Dedicated to developing your skills and helping you achieve marketing excellence. Find guidance on leadership, professional development and the latest industry jobs.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here