Magic Radio Launches Magic ABBA A pop-up digital station in association with MAMMA MIA!
Magic Radio is set to build on its brand new network of stations by claiming a number of industry firsts which sees the launch of a pop-up digital radio station in conjunction with a commercial partner, as well as the first time a station has been dedicated to the music of a single band. ‘Magic ABBA in association with MAMMA MIA!’ will launch at midday on Thursday 5th May, celebrating the music of the Swedish pop legends for 6 weeks. The station launch is part of a bespoke 4-month partnership between Magic and MAMMA MIA!, the West End show inspired by the songs of ABBA.
The news follows a series of top talent hires across the Magic Radio Network, including Mel Giedroyc (Great British Bake Off, BBC1) who hosts a new Saturday lunchtime show on Magic Radio. The brands two new national digital radio stations showcase line-ups which see Patsy Kensit and John Hannah (Four Weddings and a Funeral, The Mummy) play Timeless Relaxing Classics on Mellow Magic while West End star and former Sugababe Jade Ewen hosts daytimes on Magic Chilled.
The Magic and MAMMA MIA! content partnership will also involve activation at ‘Magic of the Musicals’, a new event from Magic Radio & TBI Media that brings together the best of London’s West End shows, including MAMMA MIA!, to the Royal Albert Hall on Monday 23rd May. Then in August Magic’s listeners will vote for their favourite ABBA tracks and the greatest songs from MAMMA MIA!.
Group Content Director Magic Radio Tony Moorey said “This campaign is the first of its kind. Through the partnership with MAMMA MIA! Magic Radio is showing how working with a commercial partner closely can create some amazing programming.”
Creator/Producer of MAMMA MIA! Judy Craymer said “It’s incredibly exciting to be working with Magic on this unique pop-up digital radio station featuring the music of ABBA and MAMMA MIA! The songs of ABBA have always been irresistible and this is a fantastic celebration for both ABBA and MAMMA MIA! as the musical enters its 18th year in London’s West End.”
Magic ABBA in association with MAMMA MIA! will spin the bands hits 24 hours a day and will be interspersed with exclusive content as they talk to former MAMMA MIA! cast members and new cast members following their journey as they join the smash hit musical in the West End in June. The station will also be talking to the people behind the show and learn how Benny Andersson and Björn Ulvaeus’ timeless songs inspired MAMMA MIA!.
The station will be live on air from midday on the 5th May 2016, available on DAB digital radio in London, Manchester, Birmingham, Teesside, Tyne & Wear, Humberside, Leeds, Edinburgh, Northern Ireland, Tayside, Inverness and across the UK at magic.co.uk and on the Magic app for iPhone, iPad and Android. There will also be a bespoke web page at www.magicabba.co.uk.