Xfm goes on tour to widen its audience

Xfm, Capital Radio Group’s London-based alternative music station, is embarking on a six-month tour of the country, starting with a month-long stint in Glasgow. The aim is to attract listeners to DAB digital radio but also comes ahead of the launch of several analogue FM licences across the UK.

The station will set up trial broadcasts in five other major cities using restricted service licences. It is not clear which other cities the station will be visiting, but they are likely to be areas with a high student population. The tour is being supported by technology company I-Tech, which has produced an Xfm-branded DAB radio. It will be on sale from mid-November.

The trial broadcast in Glasgow starts on November 17, and will include live broadcasts from the city including Lauren Laverne’s drivetime show from Monday November 29 and Richard Bacon’s Friday show. He will broadcast live from the city on Friday December 3.

Three live events will support the tour. They will showcase the variety of music that the station plays. Xfm is also running a competition to find a local DJ, who will present an hour-long show.

Xfm head of marketing Charlotte Soussan says that there is a gap in the radio market outside London for a station that plays new music, and the tour aims to promote both Xfm’s content and the platforms that it is available on.

Latest from Marketing Week


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


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.


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.


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