Agency: DDB London Authors: Andrew Phillips and Ben Malbon

BBC 1Xtra – Tracks Not Trainers

BACKGROUND

BBC 1Xtra was a new national digital radio station dedicated wholeheartedly to developing and reflecting the UK's black music scene. It broadcasts 24 hours a day and delivers the latest Hip Hop, Garage, Drum 'n Bass, R &B releases, regular shows and mixes from the biggest names in British black music – a genre that until now has been woefully under serviced by legal radio. Available on digital radio. on-line and on satellite TV, 1Xtra was the most significant thing to have ever happened to black music in this country.

The station was to go live in the summer of 2002. The communication brief was simple: Launch the station and create kudos for the brand.