BBC 6 Music gets campaign boost from Karmarama

Karmarama has produced a new ad, ‘The Music Tree,’ for BBC 6 Music, the radio music station the Beeb wanted to kill off a couple of years ago on the grounds that its audience was too low and its content was duplicated on other Beeb stations (not true at all).

Since then the audience has grown following a campaign by celebrity supporters like Jarvis Cocker, who presents an excellent Sunday afternoon show on the station that you certainly wouldn’t find replicated anywhere else else.

Does the ad do the job? It’s all very slick – animation by trendy Yves Geleyn – but 6 Music seems a bit earthier, even ramshackle at times. But I guess you don’t put that in ads too often. Not if you’re the Beeb and have to justify hiring an ad agency anyway.

Here’s a bit of real 6 Music with another of the station’s ornaments, Marc Riley.

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About Stephen Foster

Stephen is a former editor of Marketing Week and London Evening Standard advertising columnist. He wrote City Republic for Brand Republic and is a partner in communications consultancy The Editorial Partnership.