FEATURE: BBC Radio 6 Music at Twenty: Creating a Loyal Family of Listeners

FEATURE:

 

 

BBC Radio 6 Music at Twenty

IMAGE/PHOTO CREDITS: BBC 

Creating a Loyal Family of Listeners

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I have previously written…

 IN THIS PHOTO: Nemone

two features about BBC Radio 6 Music in the run-up to its twentieth anniversary on 11th March. It must have been exciting learning about the new station back in 2002. Phill Jupitus kicked things off on that Monday almost twenty years ago. I will not repeat myself too much this time around. There is going to be plenty of love thrown at the station that special Friday next month (a month from today in fact!). It will be great to tune in and see what happens on the day. I do know that this Tuesday (15th) will reveal more about the upcoming 6 Music Festival. We will know the line-up, venues and location. A nice little pre-anniversary treat, for sure! I am sure that the plans and line-up will make up for a slightly different feel and set-up the past two years. On Friday, 11th March, the twentieth anniversary (or should it be birthday!?) celebrations are stating off properly at 5 a.m. with Chris Hawkins (who was with the station on the first day and remains one of the most popular broadcaster) and continuing with Lauren Laverne and then Mary Anne Hobbs, a combination of listener memories and some guests (I assume?) will mark a vital occasion. One reason why the twentieth anniversary is so important and celebration-worthy is because the station was saved from closure in 2010:

“A vocal campaign to save BBC 6 Music from closure was rewarded today when the BBC Trust said the digital music station will stay open.

The trust said it was opposed to a proposal put forward in March by the director general, Mark Thompson, as part of a wide-ranging strategy review.

However, the BBC Trust said it would accept a formal management proposal for the closure of 6 Music's digital sister station, BBC Asian Network, provided that it included alternative plans for meeting the needs of this ethnic minority audience "in different ways".

It said 6 Music was encouraging the take-up of digital radio among listeners, describing it as a "highly distinctive" service that represents "value for money" and is "well liked" by its audience.

The BBC Trust said there had been "significant public support for the service" and that 78% of nearly 50,000 online responses to a consultation on the BBC's future focused on 6 Music. The trust also received more than 25,000 emails and nearly 250 letters about the station, "the great majority" of which opposed the closure plan.

IN THIS PHOTO: Chris Hawkins 

It said BBC managers should be increasing 6 Music's average audience of around 600,000 weekly listeners rather than shutting the station down.

The trust also said 6 Music does not represent a threat to commercial competitors. "Throughout the period of our consultation we have received no evidence from the commercial radio sector to suggest that 6 Music represents any kind of threat either now or in the future, so long as it remains true to its distinctive remit."

BBC executives should consider the future of 6 Music as part of a wider examination of how best to improve the performance of its network of digital radio stations.

"The trust concludes that, as things stand, the case has not been made for the closure of 6 Music," the trust ruled. "The executive should draw up an overarching strategy for digital radio. If the director general wanted to propose a different shape for the BBC's music radio stations as part of a new strategy, the trust would consider it. The trust would consider a formal proposal for the closure of the Asian Network, although this must include a proposition for meeting the needs of the station's audience in different ways."

Ruling on the other elements of Thompson's strategic review of the BBC's activities, the trust said it endorsed the proposal to cut the corporation's online budget by 25%, contingent on being able to "understand and approve the editorial changes involved".

"The BBC should sharpen online's focus so that it is truly distinctive and has clearer editorial vision and control," the trust added”.

 IN THIS PHOTO: Lauren Laverne with Professor Hannah Fry

It was a relief that the station not only survived, but it went on to become even bigger and more popular! In 2015, the fifth anniversary of that almost terrible decision was marked and reflected on. This feature from The Guardian explains more:

“BBC 6 Music, home to presenters Lauren Laverne, Elbow’s Guy Garvey and Jarvis Cocker, will pass a landmark anniversary in the next few days, although it is not one likely to prompt wild celebrations on air.

It will be five years since the BBC tried to axe the fledgling digital station and replace it with a spin-off version of Radio 2.

The decision prompted a wave of unprecedented listener protest – its Facebook campaign an early demonstration of the power of social media – joined by star names such as David Bowie and Mark Ronson, and its own presenters.

After management was forced into a U-turn by the BBC Trust the fortunes of the station have blossomed. Its audience has since tripled, and in the final quarter of 2014 hit 2 million listeners a week, overtaking its long established sister station, Radio 3.

Now the target is 2.5 million listeners for the station, which the BBC said five years ago had “relatively few unique listeners to BBC radio” and whose audience of 30- to 50-year-olds were well served by commercial radio.

Jeff Smith, head of music for Radio 2 and 6 Music, said 90% of its output today is not heard on any other UK station, with a mix of indie disco, edgier entries in rock’s back catalogue and championing of new artists such as US folk star Father John Misty.

IN THIS PHOTO: Shaun Keaveny 

If the station lacked focus in its early years when it promised an enervating mixture of archive and album tracks, it now pursues a different mantra, “celebrating the alternative spirit in popular music since the 1960s”.

Paul Rodgers, head of programmes for 6 Music, said it was an “important phrase defining what the station is about” but admitted it is a “slippery one”.

“I’m loathe to get into a musical definition of it. Which bit of the Human League is the alternative spirit? You can see I’m struggling,” he said.

For help he turned to the lineup for the 6 Music festival this weekend, which includes Mogwai, the Fall, British Sea Power and Bryan Ferry. “Bryan Ferry might not seem to embody alternative spirit,” said Rodgers. “But if you look back at his work and the ideas that informed it, they are, every bit.”

Liz Kershaw was among the 6 Music DJs who addressed two huge protests outside the BBC’s Broadcasting House in central London after the closure plans were announced in 2010.

I remember saying, yes there’s a need for the BBC to lose weight but you don’t cut your little finger off, you get fit

“I remember thinking, ‘No, I’m not having that. Over my dead body’,” remembered Kershaw, who currently presents the Saturday lunchtime show. “We had fought too long for a station like 6 Music, long before it opened in 2002, for it to shut down eight years later.

“As a listener I felt completely unserved by BBC national music radio. I was past my sell-by date as far as Radio 1 was concerned but I wasn’t one foot in the grave enough for Radio 2, as it was then. I wanted to hear on the radio the sort of bands you saw at festivals and live venues.”

The protests outside Broadcasting House were a very BBC affair – along with banners and placards, campaigners also turned up with homemade cupcakes.

Other 6 Music presenters also spoke out, including Adam Buxton and Tom Robinson. Cerys Matthews, the former lead singer of Catatonia who joined the station in 2009, recalled appearing on BBC1’s Breakfast programme to debate the closure with then BBC chief operating officer, Caroline Thomson.

“I remember saying, yes there’s a need for the BBC to lose weight but you don’t cut your little finger off, you get fit,” said Matthews. “Threatening to shut 6 Music was a ridiculous way to save money”.

 IN THIS PHOTO: Nadine Shah

Like so many loyal listeners to the station, I was proper gutted when Shaun Keaveny left last year! It was not exactly his decision to go; his huge absence is still being felt. In spite of a bad decision by BBC Radio 6 Music management, the station is moving in the right direction. Samantha Moy is now the head of the station, and she has big plans going forward. The main purpose of this feature was to explain how BBC Radio 6 Music is less a traditional radio station. It has this family vibe and sense of community that means new listeners are coming in all of the time. Rather than shout-out every presenter, you can listen live and check out the schedule. Lauren Laverne, Chris Hawkins, Mary Anne Hobbs, Marc Riley, Radcliffe and Maconie, Steve Lamacq, Craig Charles, Iggy Pop, Huey Morgan, Amy Lamé and their colleagues are part of an evolving and wonderful station that has given listeners so much through its twenty years! Whilst the music landscape has changed drastically since 2002 – streaming services have been the biggest shift and addition to the world I think -, the warmth and diversity that is being offered is terrific and a constant. Last year, Samantha Moy talked to Music Week about BBC Radio 6 Music and her plans going forward:

“Yes. We are alternative to the mainstream. 82% of the music on our playlist last year was from independent labels. Alternative – as in indie? Yes we are, as well as a myriad of other genres, scenes and specialisms. Truly, we love music of all kinds and we love artists who push boundaries, develop and hone their craft. The last 18 months have been difficult for artists and our audience too - there might have been moments when we are the only voice a listener might hear, so it’s been so important to be the thread which ties us together through our love of music. And in those dark wintry months, we’ve brought a little sunshine through the speakers – celebrating our cut of pop and revelling in nostalgia as we did with 6 Music Goes Pop and 6 Music Goes Back To.”

IN THIS PHOTO: Craig Charles 

What are your plans and ambitions for the station in the months and years ahead?

“To build on what we’ve achieved so far. We’ll always keep the schedule and our plans alive with brilliant commissions, guests and presenters – and of course music. But one thing that I can’t wait for is getting the gang back together - it’s been a long time since we've all been in the same space. I’m looking forward to the return of the 6 Music Festival – with all our presenters and as many of our listeners we can get there. I love those moments when you see Mark Radcliffe and Marc Riley having a chat, or Mary Anne and Steve Lamacq in a studio together, Tom Robinson darting about to as many shows as possible in one weekend or Gideon Coe crate digging for records. It’ll be wonderful to get back to sharing our love of live music together in person.”

Have you completed all the schedule changes you envisioned for the station, or can we expect any further announcements in 2021?

“Later this month, we will be able to announce who will host our 7pm-9pm slot on Friday nights - as Iggy Pop moves to Sunday afternoons (4pm-6pm). And we’ve confirmed that in time, 6 Music will be rooted in Salford as part of the BBC’s Across the UK plans, so that will shape our plans too. I am always looking at ways we can evolve, engage more listeners and be the best partner we can be to artists and the industry, and I’m looking forward to seizing every opportunity we can in 2021 and beyond”.

So what is the main asset and benefit about being a BBC Radio 6 Music listener? In my mind, it is the way the presenters actively label the station as a ‘family’. The listeners are considered and included. One can say that this is true of every radio station - though there is something special about BBC Radio 6 Music that stands it out from the crowd. Whether it is having features where listeners can choose tracks or the sense of comfort and togetherness the broadcasters project on daily basis, there is nothing to suggest BBC Radio 6 Music cannot keep going for decades more! Overcoming possible closure and having to face criticism that the station’s ethos and sound was too narrow and Rock-based…now, it is one of the most eclectic and distinct in the world! The presenters come from different background and walks of life, so they each offer something unique. The music varies hugely. From great new sounds to a wide range of classic tracks, there is something for everyone. A station that wants to embrace and cater for every listener, the growing listenership is testament to the way BBC Radio 6 Music has listened to feedback and adapted. There is no way that the BBC will ever again consider closing the station. The biggest digital station in the U.K., the BBC Radio 6 Music family is one to be proud of. I see so many tweets and interactions on social media. Friendships have been made because of a shared love of the station.

For me, the way BBC Radio 6 Music keeps things fresh is one of the strengths. They have a New Music Fix shows and a New Album Fix (where Matt Everitt looks at four albums each week). The Remix with Chris Hawkins takes established tracks and plays some awesome remixes. Newer additions like The Blessed Madonna and Deb Grant sit alongside long-time broadcasters such as Gideon Coe and Tom Robinson. They each have their own approach and dynamic. One can go from show to show and get a different vibe and feel. In that sense, nobody feels left out at all. If you like a particular style of music, you are accommodated and welcomed somewhere on the schedule. I feel the station will continue to grow in the years ahead. It remains the nation’s biggest digital radio station. Bringing in new presenters and features, I wonder whether the digital-only station will go FM? In terms of audience figures, BBC Radio 6 Music is doing incredibly well (even if there has been a slight dip recently). I know that a lot of people who used to listen to BBC Radio 1 and 2 are now coming to BBC Radio 6 Music. A spectacular force for good, let’s hope that 11th March sees lot of new listeners join a radio family that reaches around the world. I do think we need radio now more than ever! After such a terrible past two years, it is has given so many of us a sense of hope and togetherness! A reliable warmth and light of positivity, BBC Radio 6 Music has been there through it all.

IN THIS PHOTO: AFRODEUTSCHE

A way in which BBC Radio 6 Music can be described as a family is, like a family, they are there at the best moments and help you through the worst. I recall, that dark day in January 2016 when Matt Everitt announced the death of David Bowie on Shaun Keaveny’s breakfast show. Keaveny, Lauren Laverne and everyone at the station kept us together, played Bowie’s music and broadcast messages and reactions from listeners. The same happened when Prince died that same year (2016 truly f*cking sucked!). Great artists are not confined to singular experience and a limited audience: they are part of us all and, as such, their passing is felt across all nations and communities. One can only imagine how strange it is being on air when an iconic artist dies or when the pandemic was at its peak. That sense of fear, uncertainty and need to keep strong and stay positive. That is a special gift that the listeners of BBC Radio 6 Music are fortunate to receive! On the flipside, there are positives aplenty. From themed music days (the station went back to the ‘90s recently). Then, we can all congregate and celebrate glorious music as a parish! The dichotomy and capriciousness of life and music means a station has to adapt at a moment’s notice. From 2002 to now, listeners have come and go. Some have sadly passed, whilst others have been born…

I know there will be BBC Radio 6 Music listeners marking their twentieth birthdays on the same day the station does! Presenters have come and gone but, pleasingly, so many who have been there since near the start are still there. Music news presenters like Georgie Rogers, Matt Everitt (whose The First Time with… is essential listening), Clare Crane and Siobhán McAndrew have provided us with incredible service and loyalty. Guest presenters have filled in expertly. Well-known artists have sat in as part of the Artist in Residence series. The month BBC Radio 6 Music launched, albums from Brandy, Shakira, and Gomez were popular. The day BBC Radio 6 Music turns twenty, new albums from Jenny Hval, Widowspeak, and The Districts are coming out. Whilst a lot has changed, a lot has stayed the same. As we emerge into 2022 bleary-eyed and hopeful of a brighter, busier and much less restrictive year, that means gigs and togetherness. BBC Radio 6 Music will be at Glastonbury; they will hold their festival too. There is a lot to look forward to! On 11th March, make sure you tune in to the station (and, if you know of someone who has not discovered BBC Radio 6 Music, then point them in the right direction!). If you have not tuned in, then make sure that you…

 IN THIS PHOTO: Marc Riley

JOIN the family!

Sam Liddicott