MediaCity’s TM Studios has completed the audio rebrand of Magic Radio.
The studios won a competitive pitch for the work, which was to build a full sonic identity from Breakfast through to Mellow Magic.
“Magic was evolving,” explained TM Studios co-owner Chris Stevens.
“And that gave us the opportunity to create a sound that connects generations of listeners, from those who already know and trust Magic Radio, to new audiences discovering it for the first time.”
The brief they were given was to “make Magic feel fresh again, while staying true to its warm, familiar personality.”
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Stevens and Dave Bethell led the project and the end result, they said was “instantly memorable: simple, singable, and backed by a vocal sound designed to be unmistakably Magic Radio.”
Each theme was recorded with a blend of UK and US session talent, aiming to capture the richness of the brand’s playlist, from soul to modern pop and even the “theatrical flair” of Magic Musicals.
“TM have created the perfect jingle package for Magic Radio. It’s contemporary, friendly, and the new melody immediately sticks in your head. It’s exactly what we were after,” said Bauer’s Group Operations Director Chris Ward.
The project also extended across Magic Soul, Magic Musicals and Magic Christmas.
“We wanted the Magic identity to sound like it feels,” added TM Studios Co-Owner Dave Bethell. “Friendly, familiar and warm, but with a confident modern polish.”
