The evolution of the jingle has reached an interesting point where music, VO, sound design and sonic logos have collided in a new space. For younger stations that have shied away from jingles, it’s become an innovative zone — still audio branding, just different.
This month the sound of Ireland’s 2fm, the youth station from Ireland’s public broadcaster RTE, has been completely redefined by the team at ReelWorld. The new radio imaging is an integral part of a wide-ranging rebrand for the broadcaster which has also seen the launch of a new visual image and website.
The major project followed a competitive pitch process in which ReelWorld proposed the new sound featuring a mix of authentic young voices from across Ireland promoting the station’s new strapline, ‘Sound of the Nation’.
Attracting young listeners to radio remains one of our industry’s challenges and the station’s marketing team worked through a long process to evolve the programming and brand strategy.
To ensure the radio imaging truly reflected the station’s new ‘Sound of the Nation’ positioning, ReelWorld, working alongside the 2fm team, conducted an extensive vocal talent search to source the 10 voices that are featured in the project. The talent search included working with industry contacts at colleges in Ireland, searching through videos and audio streams online and live auditions in cities across Ireland. The voices provide a mix of traditional voiceover elements, ‘shouts’ and sings.
Lisa Dignam, Creative Audio Production, RTÉ 2fm: “We knew we needed some completely different radio imaging to reflect 2fm’s new visual brand. Ant and his team were with us every step of the way, from auditioning voice-overs and singers all over Ireland to creative brainstorms. What we created is, I feel, a brand new sound for Irish Radio.”
The radio imaging package consists of 12 core themes and a wide-reaching ID package for individual shows, all produced at ReelWorld’s European base at MediaCityUK near Manchester.
Paul Fernley is ReelWorld’s Client Relations Manager in Europe: “Authenticity was key with this package and that’s why we invested the time in finding the right voices. I think I’ve become the first member of the ReelWorld team to become a Simon Cowell style judge in live auditions across Ireland, and it was a lot of fun!”
ReelWorld’s European Managing Director Anthony Gay said: “What an honour to get to redefine the sound of 2fm! This new package sounds amazing on-air and has been great fun for the team to work on. It’s made the start to 2016 very special.”
The new radio imaging completes a trio of ReelWorld branding packages for major youth broadcasters across Europe following recent work for BBC Radio 1Xtra and bigFM in Germany. 2fm might not be a jingle package in the traditional sense but it lays down another marker in the field of radio branding and radio imaging that’s hard to ignore.