BBC 1Xtra: Black is not the cause, it's the result
Patrick CollinsBBC, Firefish and The Pineapple Lounge
Summary
BBC 1Xtra is a digital radio station aimed at 15-24 year olds, especially BAME. In its 12th year, the diverse team at 1Xtra (programming, marketing, digital, outreach and presenters) needed direction and inspiration to grow the audience further.
Previous qualitative research had disappointed and not got under the skin colour of the audience – recruitment floundered, conversations stalled and answers were elusive, so this piece necessitated a true agency-client partnership to knit together and build trust from participant to management.
We...