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Digital sponsorship for Xtreme

by RadioToday UK
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New music channel Virgin Radio Xtreme has signed a station sponsorship deal with Shockwaves hairstyling products.

Shockwaves is partnering with Virgin Radio Xtreme as they believe it delivers the ideal audience of style conscious consumers that will connect with brands, music and lifestyle values.

The sponsorship of the entire radio station forms part of Shockwaves’ ongoing campaign to associate the brand with the very best in new music, which includes a 16 night nationwide ShockWaves/Club NME Tour culminating in a one-off exclusive gig at Koko in Camden. Virgin Radio Xtreme will have a visible presence at this gig with on-stage branding as well as new music authority and Virgin Radio Xtreme DJ, Steve Harris hosting the night.

“This sponsorship is a great testament to the strength and advertiser appeal of the Virgin Radio network,” said Nick Hewat, Sales Director at Virgin Radio. “We’ve delivered Shockwaves with a specific demographic audience that ideally fits into their marketing strategy. Virgin Radio Xtreme is the best place on the airwaves for great new music, and Shockwaves obviously agree with us!”

Virgin Radio Xtreme launched in September 2005 and already has a loyal 83,000-listener fan base who tune in to hear the best new music and the latest tracks from The Ordinary Boys, The Streets and Pete Doherty, My Chemical Romance, Beck and The Fratellis. It is available on DAB Digital Radio, Sky Digital and the cable networks and via The station recently announced a regular monthly club night, Xtreme Live, to bring its listeners even closer to the bands they love.

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