UK radio station XFM, owned by Ashley Tabor’s Global Group, has rebranded as Radio X – and it’s getting a multi-million pound marketing campaign to let the world know.
The new station has added new presenters to its line-up including Vernon Kay on mid-mornings, Johnny Vaughan at drive and Kaiser Chiefs’ frontman Ricky Wilson at weekends.
The biggest-name addition to the company’s staff, though, is former BBC Radio 1 Breakfast host Chris Moyles (pictured), who will present on weekdays from 6.30am-10am.
Long-time XFM DJ Eddy Temple-Morris has left the station.
Global says that Radio X is ‘the first truly male-focused, fully national music and entertainment brand for 25-44 year olds’.
It promises the ‘best fresh rock and guitar-based music’, and will launch with Moyles at 6.30am on Monday, September 21.
Radio X will be available across the UK on digital radio platform D1 as well as via 104.9FM in London and 97.7FM in Manchester.
“Great Britain needs great banter and I can’t wait to be back on air five days a week.”
Johnny Vaughan, Radio X
Ashley Tabor, founder & executive president of Global, said: “Radio X will focus on fresh rock and guitar-based music alongside huge personalities. And personalities don’t get any bigger than Chris Moyles.
“Chris is a broadcasting genius and as Global makes a multi-million pound investment in launching Radio X on a national scale, I couldn’t think of anyone better to host the station’s breakfast show. Along with Vernon Kay, Johnny Vaughan and Ricky Wilson, the UK has never had a radio station like Radio X before.”
Richard Park, group executive director & director of broadcasting here at Global, said: “With new acts like Hozier and James Bay enjoying phenomenal success, and iconic rock acts Muse, the Foo Fighters and the Arctic Monkeys returning with great albums, there couldn’t be a better time to launch Radio X.
“We know there’s a gap in the market and a massive audience across the UK waiting for a radio station that caters for them – Radio X will be bold and uncompromising in its promise to deliver music and entertainment for this audience. I’m delighted the time has finally arrived for us to launch this great new station.”
Stephen Miron, group CEO at Global, said: “I’m proud that Global is launching Radio X today and that we’re able to bring a completely new national music and entertainment property for 25-44 year old men to the market. Radio X will be a one of its kind radio station and the first time the commercial sector has catered for this hard to reach group.
We’re excited about working with our clients and agency partners to connect them with this audience through Radio X. Our investment in a national platform, an unbeatable talent line-up and a heavyweight advertising campaign speaks to our ambition for the brand.”
“We’re able to bring a completely new national music and entertainment property for 25-44-year-old men to the market.”
Stephen Miron, Global
Vernon Kay, Radio X mid-morning presenter, said: “I’m excited to be getting back on the radio. The launch of Radio X is the dawn of a new era in radio.
“There is a real buzz around the station because we know that this is going to be a lot of fun… It’s going to be a real honour to have Chris Moyles as my warm-up, bringing his unique style of broadcasting back onto the radio waves.”
Johnny Vaughan, Radio X drive time presenter, said: “They say there’s nothing better than that ‘new car’ smell. Well there is… it’s the smell of a brand new drive time show on a brand new radio station being listened to in that brand new car.
“Great Britain needs great banter and I can’t wait to be back on air five days a week talking to people up and down the UK as we get them home with a bit of a laugh and some awesome music.”
Ricky Wilson, Radio X weekend presenter, said: “XFM was the first station to invite me and the band down for a session, way before we were even called Kaiser Chiefs. They were right there for us and many, many other bands from the very beginning of their histories, through all incarnations, career ups and downs, break ups and come backs.
“Even talking recently to other bands and musicians about the station, everyone has very fond things to say about it so it makes me both proud and excited to be right there at the beginning of a new chapter as Radio X launches as the new rebel of the airwaves.”Music Business Worldwide