The project:
This one wasn’t even a professional commission. I’ve always loved pop music radio, and replied to a post on a Virgin Radio website when the station was rebranding to Absolute Radio, and wondered how to describe their “Real Music” proposition. They liked my answer so much, they used it as the first forty-four words on their new station.
The copy:
Real music is:
the song, not the video
playing, not miming
gigs, not photo shoots
tour buses, not voice coaches
built to last, not flavour of the month
the lads from school, not an ad in The Stage
something to say, not something to sell
CLICK HERE to hear the launch of Absolute Radio
