The deal will see the radio station offer advertisers a way to create a “stronger audio identity” with which to promote their marketing messages. It also gives Absolute Radio a potential new revenue stream from having music publishing interests.
Absolute Radio will also be able to licence the commissioned music compositions for clients to use in their media campaigns across other all other media. This will include other radio stations, digital platforms, TV and movies for sync deals.
The deal not only covers audio for creative campaigns but could also be extended to encompass the publishing of songs recorded for general release.
Absolute Radio, previously Virgin Radio, celebrated its first birthday this month.
EMI Music Publishing UK head of sales Melanie Johnson, says: “This deal poses a great opportunity for our songwriters and composers, who will be able to use their ability to connect with listeners in order to create significant income generating opportunities for themselves.”
Vince Lynch, Absolute Radio creative director, says: “It’s about creating a sonic identity with our clients that defines their uniqueness, which in turn helps our business sound better. We all know that listeners don’t hate adverts, they hate bad adverts. With the musical know-how of EMI Music Publishing and the creative minds at Absolute Radio, we can create ads and programming that people actually want to experience in order to make for a stronger listening experience”.
The station is planning a series of events in a festival of activity around its first Birthday including broadcasts of concerts from artists including Coldplay, Kings of Leon, Paul Weller and Lily Allen. Last weekend of London’s Regent St was closed for a concert with Madness and an exclusive gig with Florence and the Machine (pictured) at the top of Centre Point.