Michael Luton
Media Student
Mixcloud Account: https://www.mixcloud.com/michaelluton/
SoundCloud Account: https://soundcloud.com/user-390787444/tracks
FADE Radio
FADE Radio was a contemporary and classic dance music pop-up station targeted towards 16-30 year olds, with a core audience of 18-25 year olds, it was led by a mid to high-tempo music with identifiable specialist music programming throughout the week.
FADE Radio ran for two weeks, from the 14th to the 27th of January and was live for the full duration, 24 hours a day, and 7 days a week. I was a daytime presenter, presenting 5 shows over the 2 weeks with my co-host Shannon, we played a range of music and mixed it with speech content to keep the listeners engaged, we talked about topical events, had engaging debates and included the listeners with the help of social media. You can listen to my best hour on mixcloud: https://www.mixcloud.com/michaelluton/fade-radio-best-hour/
Aside from being a daytime presenter I was part of the documentary team, as a group we came up with ideas such as Toxic Masculinity, a documentary about Suicide, and a documentary on Abusive Relationships. You can listen to them on SoundCloud.
Toxic Masculinity - https://soundcloud.com/user-390787444/toxic-masculinity-doc-five-minute-mixdown
Suicide - https://soundcloud.com/user-390787444/suicide-5-minute-mixdown
Abusive Relationships - https://soundcloud.com/user-390787444/abusive-relationships-5-minute-mixdown
Commercial Radio
Sunrise Senior Living
For my radio assignment in the first semester of my second year I had to create several adverts, one of which I had to create 2 adverts for a campaign for Sunrise Senior Living care home.
I chose smooth FM as the station to broadcast my ad campaign for sunrise senior living because it’s a relaxing radio station which plenty of seniors listen to with their target audience being 40-59 years old, another reason I have chosen smooth FM is because they say that ‘Listeners believe that life begins at forty and are more excited than ever about what the future holds. They’re more financially secure than they've ever been’ which makes perfect sense to advertise about a care home on their station, because in some cases care homes can cost a lot of money.
The adverts would play all throughout the day to reach listeners at any time but most noticeably at drive time when people are leaving their homes in the morning or leaving work at the end of the day because that would be peak listening time for the radio station.
Here's a link to the campaign!
https://soundcloud.com/user-390787444/sunrise-ad-campaign
Motorpoint
I also created an ad campaign for Motorpoint. The stations that I chose to broadcast the ad campaign on is Free Radio, Gem and Bauer city station because Bauer Media UK has the biggest commercial digital radio audience out of the three stations.
Also Bauer Media UK have acquired the Free Radio and Gem radio brands which further strengthens the Bauer City Network across one of the UK’s fastest-growing regions.
I plan on playing the advert during prime drive time, when people are going to work and coming home so people will be in their cars when they hear the advert and will contemplate about whether they should upgrade their car.
Here's a link to the campaign!
https://soundcloud.com/user-390787444/motorpoint-advert-campaign
Coral
I also created a campaign for Coral, the station I chose to advertise my coral campaign on is TalkSPORT because it would appeal to their target audience of sports fans, the advert could play at any time of the day because no matter what time the advert is being played, a sports fan will be listening. Although the ideal time for the advert to be played would be drive time, when people are going or coming back from work.
The ad campaign reaches its target audience successfully because it appeals to the sports fans on TalkSPORT radio, a percentage of them will also bet on sports so the ad campaign takes advantage of that and centres their USP around what makes them stand out from their competitors making the listeners, especially those who place bets intrigued.
Here's a link to the campaign!
https://soundcloud.com/user-390787444/coral-campaign
Wella Hair Gel
The station of broadcast I plan on advertising the Wella Hair Gel advert on is capital FM, I’m broadcasting on capital because 58% of their demographic are aged between 15-34 and 42% of their listeners are male. The advert will play in the morning when parents are dropping their children to school and picking them back up again in the afternoon, more specific times would be 8:00am-9:00am and 3:00pm-4:30pm.
My commercial reaches its target audience because the advert is meant for 12-20 year old males who want their hair to stick up with a wet look. The advert is appealing to the target audience by playing the advert at times when children will be in the car with their parents. Because most families listen to the radio in the car it would be an easy way to appeal to the male children so they will ask their parents for the hair gel. Also the concept of the advert is relatable because young males will sometimes go through times when they are fed up with their hair and will be conscious of how they look.
Here's a link to the advert!