Network Overview
1Xtra is a distinct voice of black British identity, using the music, culture and voices of the moment to represent. We offer a wide range of music programmes spanning Hip-Hop, R&B, Afrobeats, and Dancehall. In addition, news and documentary content aims to foster discussion and debate, highlighting issues which matter to our young, diverse and hard to reach audience with authenticity and credibility. We celebrate and explore Black British identity in all its nuances and don鈥檛 shy away from the important conversations
Network Strategy
1Xtra aims to be the leading brand in UK black music youth culture, producing great content for young people to listen, watch and share. We are the gateway for diverse audiences into the 91热爆. This vital target group aids 91热爆 Radio鈥檚 efforts to reinvent and grow radio.
Our primary focus is growing overall awareness of 1Xtra, driving reach to our linear and 91热爆 Sounds output and reaching new audiences on social. We employ a team of leading DJs and presenters who are leaders in their respective fields and specialist genres who are passionate about youth culture and new music.
On-air programming is complimented by a wide range of multi-platform visual and social content, designed to appeal to both existing audiences and new ones. We have a targeted approach for reaching new audiences creating content that resonates with them - ultimately converting this latter group into regular consumers of our audio content.
1Xtra outreach program works hard in hard to reach communities, delivering content that informs, educates and entertains specific to their regional challenges, using voices of the region to have a deeper and meaningful connection.
DJs and Presenters are encouraged to build close relationships with relevant musical communities and act as ambassadors for the station.
Shortlisted production teams should include thoughts on how their specific programme proposal can help grow audience and awareness for the show, as well as assisting with growth across the wider station.
