BBC 1Xtra - Tracks not Trainers

Olly Taylor

2002 campaign to launch BBC1Xtra, a new national digital radio station devoted to the UK black music scene.
Agency: DDB LondonAuthors: 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...

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