A Life In Music: Brian Travers of UB40

Travers undaunted. That sums it up...

Some 40 plus years back, at the old BRMB, when I was the rock DJ, I booked a session with UB40. It was a custom advance mix of six of the tracks that later saw the light of day on UB40's first album, Signing Off.

It was by far the most successful session I'd ever set up. It was the only session that generated calls from listeners before I'd even played a track.

Coming up to the present date, in the past year, UB40 Sax man and chief Brummie about town, Brian Travers has had to step back from the band for health reasons. These are are covered in the podcast. It's not pretty. However, Brian did reappear on stage with the band at the end of 2019 at their hometown concert. It was a very emotional moment. 

This is a companion post to my Lives in Music podcast, featuring Brian.
You can download it here, or scroll down to stream it from the bottom of this  page.

But during his period of enforced convalescence, he's thrown himself headfirst into a fresh set of activities. Brian Travers Arts was already established as a second activity. with painting, sculpture and glasswork. At one of his first shows (with Havill and Travis), his glass dildo with Clarice Cliff-inspired embellishments was a standout. I just wish I hadn't been holding it when Brian snapped me...

But there's a lot more. Brian's devoted a ridiculous amount of energy to raise funds for the doctors, medical staff and the medical facilities which pulled him though. The next step might be his own foundation.

When something as drastic as Brian's condition steps up and slaps you across the face, you realise, possibly for the first time, that there's a limited time left for you to do things. Brian has taken this as a personal cue to work on a massive range of projects, while awaiting clearance to get back with the band on a more regular basis. You'll hear about some of this.

But you'll also hear a stream of stories. And Brian is nothing if not a master story-teller. It was a joy to sit down with him and swap anecdotes, talk music... and life. 

Links

UB40
Signing Off (Spotify)
King Saxophones
Brian Travers Arts 

See also this UB40 Radio To Go post from 2013 

The Lives in Music podcasts celebrate people who have spent a lifetime in music. They may be famous; they may be people who have spent their lives working in the background for the love of it. But they all have stories.

The intro and outro music in this series comes from the great bass player Mike Hatton, who you can hear interviewed in series 1, here. 'Everything Changes' is included in his excellent 2019 album 'Bassic Salvation'. Follow the album link for more :-)

Don't forget to subscribe!

Stream Brian's podcast here

Published in Series 2  (series 1 episodes listed here)

1 - Brian Travers of UB40
2 - Ricky Cool
3 - Mark 'Foxy' Robinson of the CBSO
4 - Roy Adams
5 - Gavin Monaghan of Magic Garden studios 
6 - John Mostyn
7 - Stewart Johnson: taking UK Country back across the pond
8 - Dave Pegg of Fairport Convention
9 - Roy Willams (JB's, Little Acre, Weapon of Peace, Robert Plant)
10 - Simon Duggal (Simon & Diamond, Apache Indian, Shania Twain, Desi Beats)

________________________________________________________________________

Subscribe!

Subscribe to the Podcast through your podcast app to automatically download each episode to your chosen device. These will then land with you first, before everyone else hears about it.
If you subscribe to the Radio To Go/Lives in Music mailing list, you'll get email updates each time a blog post or podcast episode is published.

* required field

Email Address * 

First Name 

Last Name 

Email Format

• html
• text
• mobile

BRMB: 45 years ago today, a station came out to play

Sedate? Pah. I was expecting big fun, tidal waves of emotion and mawkish sentiment. Why? Well some of us old originals at BRMB Radio threw a bash last Friday for staff members, to mark the 45^th anniversary of the launch date, February 19^th 1974. That's today. And the day after Friday's bash...I felt distinctly fragile. 

I'm one of the BRMB originals. They'd hired me the previous November, along with the great John Howard; we were the first jocks on board. John left, quite early, to make his way to Radio 4. I stuck around for twenty years, ten on them on air as, mainly, a rock jock.

BRMB Stories: It's half past one in the morning. How are YOU doing?

Don't play 'Misty' on the Late Show. Older readers will get this - or just look it up.

I'm still deep in my archives. Here's another story, ahead of our night of BRMB Radio nostalgia this Thursday 24th at the Kitchen Garden Cafe in King's Heath. More details on that below.

It's the end of the 70s. Punk was pushing Rock dinosaurs out the way; the savviest punk operators (Police, Squeeze, etc.) were already going mainstream. Joining Punk was Two-Tone, straight outta the West Midlands. Coming up on the other flank was Disco. Different strands picked and pulled at what had been solid for ten years. Things were changing. Rock was on the back foot.

Maybe with that in mind, BRMB Radio moved me from evenings to the late shift. Maybe they thought rock was over. Maybe management didn't actually like rock. Maybe they were just sick of me being intense about early Dire Straits. 

Something had to give.

BRMB stories: the night Judas Priest blew up Barbarellas

Priests's last ever gig at Barbarellas: literally a blinder. 

I'm in the mood for stories, ahead of our BRMB night on May 24th. Scroll down for info on that, if you like.

This is a 70s tale of the early years of Judas Priest, and my days as rock jock on the old BRMB Radio.

In 1974, the first album by Judas Priest was released, shortly after BRMB went on air. I flat-out refused to give it airtime. Dug in my heels, very much got on my high horse. Nope, nada. My stance caused some tension with the record company. There were repercussions; I'll come to those in a bit.

Looking back, you have to ask why a rock jock worth his salt would snub a local band that became Heavy Metal standard bearers? Ridiculous, right?

Well, no, not quite. I had my reasons...

A dig around in my scrapbook.

 

Stuff to be proud of! And deeply embarrassed about too...

 

In a couple of weeks, on Thursday 24^th May, I'll be perched on a stool, trying to get a word in edgeways in between the Ross brothers, Les and Tom. We'll be at the Kitchen Garden Cafe, Jenny Wilkes and John Slater too. 

We're doing a benefit gig: a shamelessly nostalgic BRMB night honouring our colleague Ed Doolan. It's a tiny venue; you'll be able see the whites of our eyes. So if you want to go, get your skates on. There's really not that many tickets left. Full details are at the bottom of the post; here's the link for tickets... 

However, do read on: I have some corking stuff to tell you about.

Disposable? Sure. Remembered? Oh, yes.

We don't always realise what we're doing when we're in the thick of it. 

Next February, it will be 45 years since the old BRMB went on air from Radio House in Aston. Of course, a get-together is planned with as many of the old crew as we can summon up. It's not just to celebrate; we had a knees-up for the 40th birthday, after all. But, increasingly, we're losing some of our old colleagues. So we're not going to risk leaving it to the 50th anniversary in 2024.

Now, while everyone can still actually walk, these old work bashes are brilliant fun. But they're for us. There's quite another dimension: the audience. The listeners, the people who listened to and engaged with the old station.

WOLD? Not quite. And if you don't know what that means, this isn't for you.

I'm not claiming that pop radio of the 70s 80s and 90s was the be-all and end-all of broadcast milestones, far from it. We were disposable, like everything else. But it's easy to ignore the relationship the old BRMB built with its audience. If you dig back on Facebook's frankly lovely Old Pics of Brum pages, you'll find, somewhere around mid-March, a shot of a young Les Ross at the BBC Birmingham studios, where he had registered a solid impact (amazingly, considering the early restrictions imposed on BBC Local Radio), before eventually making the jump to BRMB. You'll note well over a hundred comments on that Facebook page, all brimming with warmth and nostalgia, mostly for what Les cooked up back in the day once he moved to Aston Cross.   

Radio House at night, back then. Photo Andy Wint

  

I read all the comments. The affection that Les's work still commands is touching. It's just as touching for me when I get letters to this blog from people who used to listen to me playing rock music and local bands as they revised for their A levels, back in the day.

It's amazing when you think about it. But a lot of those 70s and 80s stations had a curiously effective impact, emerging as they did in a pretty restricted radio field. You only see that when you look back; it's often the way. But there is a powerful sense of nostalgia among a certain age group: boomers.  And nobody's stumbled on it, in my town at least, until now. 

Most pop radio reflects the time it is part of; then it's gone, instant ephemeral fun. But that entirely disposable entertainment plays a part in our lives. Sadly, the people who take it too seriously are often the jocks themselves. That's a mistake in my view, considering how the role of Radio DJ – a bringer of music, bathing in that music's reflected glory – was tenuous at best, and has now been massively undercut by the arrival of web services. 

I really think that that Radio DJ role belongs in the past century, when it still mattered. And there is a deep well of affection and nostalgia among many people for what the old BRMB managed to achieve, in its bumbling and well-meaning way, from the 70s onwards, in its 40 years. So memories spark, here and there. Maybe it's time to see if there's something more tangible.     

Come say hello...

Valk, Wilkes, Ross (T) in back, Ross (L) & Slater upfront

May 24th sees a gathering of old BRMB presenters at the tiny Kitchen Garden Cafe in King's Heath in South Brum. I'll be there, along with John Slater, who inherited the rock shows from me when I became a backroom boy. That alone, in terms of Brum rock history, is an interesting combination; it's well-suited to the venue too. But that's by no means all. Les Ross will be there. Jenny Wilkes, who still presents a Northern Soul show at BBC WM is coming. And the most passionate sports commentator I've ever met, Tom Ross, will be there as well.

... and raise a bit of money.

We're not making anything from the event. The night will raise funds for both Dementia research and the Ed Doolan Memorial fund, honouring our old colleague. That's very important to all of us; it was a joint decision.

So this is new: a first public night of BRMB memories and tales with some of us who were there at the time. A first face to face Q and A with old Birmingham radio hands. Tom never ceases to remind me that he was the longest-serving BRMB employee; I can respond by reminding him that I was the very first DJ the old station hired. We've all got stories to tell.  

This is an experiment, and it is slightly skewed towards the rockist end of BRMB's listenership, what with me and Slater, gassing away at the Kitchen Garden Cafe. I expect Les, Tom and Jenny to redress that. It's going to be a lot of fun. There will, I hope, be a bunch of other old hands in attendance, but what really tickles me is the prospect of talking to listeners.

But think beyond that, to the other events that were sparked by BRMB: events like the Walkathon. Think of some of the other presenters that you might remember with affection. Think of events like the creation of XTRA-AM, hands down the most successful Gold station this country has ever seen. Think back to Trevor Francis being merrily lambasted by Tony Butler when he became the country's first million pound footballer. Or the Villa fans walking past BRMB studios of a Saturday afternoon, raining down fruity abuse on Butler's head. I could go on.

This implies that we might see more events like this; I hope so. It all depends on how this one goes. 40 years of radio action doesn't, can't, completely fade away... until the people who listened fade away too. 

Links

The BRMB gathering is at the Kitchen Garden Cafe, York Street, King's Heath, Birmingham B14, on May 24th. Advance tickets are £10 from We Got Tickets; more on the door.

The gig is organised by Music Majors who run monthly music Q and A sessions at the Kitchen Garden Cafe.

Ed Doolan - an appreciation on this blog; other associated posts here.
________________________________________________________________________________

I'd love it if you signed up!

The Mailing List is the best way to follow topics on this blog. You get a short Monday email with each post, with the big recent topics, and once in a blue moon, an offer or an exclusive freebie. I won't pass your address on, promise. 

Pop your email in the box below, and you're all set.

Ed Doolan - an appreciation

Thoughts on the passing of an old colleague 

News broke on Tuesday that Ed Doolan had passed away. Immediately, the web bristled with stories. BBC WM devoted, rightly, their afternoon schedule to his work. Ed's passing made PM on Radio 4 with the great Eddie Mair - there is no higher broadcast accolade in my view - and the evening news on BBC1.

Ed started to develop the style that worked so brilliantly for him at BBC WM while still at BRMB. He had a clear idea of what to do, but he had to do it without any staff or support system at BRMB. If I remember rightly, his major tool was a Psion - remember those? - stocked with numbers of Councillors, MPs, traders and influencers. That, and his wits.

Ed used his airtime brilliantly. Time, space and presence were part of his armoury. That approach doesn't always sit well in commercial radio, where we were told to keep it moving, moving, moving, avoid dead air at all costs. But traditional 'speech' radio and tv greats - Cooke, Mair, Garrison Keillor, Martha Kearney, Kuenssberg, James O'Brien, Victoria Derbyshire and dozens of others - know to take time to let ideas sink in, to let the audience breathe after something intense, to regroup, to shift gears.

So Ed's decision to jump ship to WM was logical. His move propelled that station back up in the local ratings war, and WM's then news-oriented agenda sat well with Ed's style.  

Ed was a colleague way back in the day, joining me and a handful of other recruits at BRMB in late 1973, before the station launched in 1974. He'd made a risky career jump, joining from Deutsche Welle, and settled into mid-mornings while I held down the mid-evening rock shift. We all keep in touch, the early BRMB crew. Sadly, our numbers are slightly fewer these days. We knew Ed was unwell. And at a reunion prompted by a return visit to the UK of colleague Terry Griffiths, Ed shared his condition with all of us. It was courageous and honest. 

I last worked with Ed quite recently, when he still hosted his live Sunday show. He would have me come in once a month to do the newspapers slot. Now, I tend to the left, and I suspected that Ed held rather more conservative political views than mine. I didn't really know, of course, and I never will now. So I would occasionally adopt a peppery leftist position on air. Ed responded gleefully, sparking into action with an equally peppery but contrary view, and we would have at it, live.

The particular discussion over, Ed went to music, took his cans off, looked over and grinned. 'That was good, wasn't it?' There's nothing like a bit of on-air jousting on a Sunday morning; Ed was a past master at that sort of thing. Good times.

Thanks, Ed for amply demonstrating, once again, that all you really need for compelling radio, no matter what the format, is clear thinking, good ideas, an awareness of your audience... and a sense of time and space.


Old BRMB hands might also like to see these thoughts on the launch PD John Russell.
 

____________________________________________________________________________

I'd love it if you signed up!

The Mailing List is the best way to follow topics on this blog. You get a short Monday email with each post, with the big recent topics, and once in a blue moon, an offer or an exclusive freebie. I won't pass your address on, promise. 

Pop your email in the box below, and you're all set.

Young Man Gone West

So what happened after City Boy, Steve? If you didn't know already, you'd never guess in a million years...

1978. I was conducting an interview on BRMB. It might well have been Bill Nelson from Bebop Deluxe, but I can't be sure. It was someone on the arty side of pop-rock, in any event. 

A call from security. Someone to see me: Steve Broughton, real name Steve Lunt. We were pals; I'd been championing his band, City Boy, for a couple of years. And they'd finally had a hit, '5705'. 

I hadn't seen him for some time. So, up he came... to hand me a silver disc for sales of their hit. I was chuffed, of course. It led to slightly awkward chat in the studio, in between records, with the three of us: me, my interview guest, who might have been excused for looking slightly askance at my visitor with his very pop hit. 

The following year, City Boy were in the States, a million-dollar contract with Atlantic records under their belts. That was the year they sacked Steve. 

It was 48 years ago today...

I did my first radio gig. In the USA. On a Rock station.

On 27 May 1971, jetlagged after flying in two days before, I went on the air on WPHD-FM in Buffalo, in upstate New York. 

I was a Brit import; they named me Robin Thomas. There were a handful of Brits in US radio; work permits and visas made it tricky.  

This was the early 70s, the time of the Stones, Led Zeppelin, Free, Sabbath, Derek and the Dominos. What we now call Classic Rock. A big big slice of that came from the UK. British rock really mattered in the US then - it certainly doesn't now.

And for US Rock stations, a Brit DJ was an asset.  That's why WPHD took a risk on an unproven kid with only UK college radio experience. Bless.

Horace Panter. Special.

He still loves it, all of it. 

Horace Panter is great company: courteous and affable. He is hugely knowledgeable about music and musicians, both local and further afield. He plays in three and a bit bands: blues band Blues 2 Go, and straight-up ska outfit Uptown Ska Collective. And he's also working with Champion Doug Veitch, collaborating with Martin Bell, once of The Wonder Stuff. 

But the big band is, of course, The Specials, who started in 1977, reformed in 2008, and are now bigger than ever. 

Your 10 Radio To Go most-read posts of 2014

This past year, as in previous years, I wrote, wrote and wrote, aiming for a post each week, sometimes more. It's a good exercise. 

Three years ago, I opted for music and music business as core topics, specifically from the West Midlands. There are a lot of dedicated people who work to better our local music scene. Their work and the challenges they face are fascinating. They deserve our support.

I do stray away to write about radio and broadcasting, of course. But thinking in that area, unlike in music, still evolves at a glacial pace. I think and hope that will change: soon and fast. New platforms are due to emerge out of left field. Unless the existing platforms can adapt, they will wither and die. This is nothing new.

The most-read about musos in 2014

While there are a lot of solid numbers for music posts, and these are trending up steadily, it's really interesting to see just which musicians get the big numbers. These four made the grand most-viewed top ten, which you'll find further down the post

1  Old Punks don't die: Neon Hearts go big in Japan 

Big numbers for an obscure 35-year old Wolverhampton punk band, rapturously received in Japan. Lots of numbers scored in the land of the Rising Sun.

2  Terry and Gerry

They came back, to a lot of love. Post-punk nostalgia, and an exclusive live recording. 80s loyalty rules.

3  The Other Campbell Brother 

While Robin and Duncan keep on with UB40 and Ali snarls at them with his rival band, brother David Campbell continues their father's grand tradition of old-school left-leaning folk.

4  Miles Hunt and Erica Nockalls - The Stuff Of Wonder

What a team. Whoda thunk it?

After these four, the next six most-read music posts were:
5  Goodnight Lenin on Record Store Day
6  Electric Swing Circus go pro
7  Beat Goes Bang - all about the three Beats we got now
8  Simon Halsey - the CBSO Chorus Master, ahead of Crowd Out
9  Erica Nockalls - her new album and how she does business
10 Boat To Row - telling figures for a much-loved band

The basic conclusion? score one for the guys who build their audience relationships; score another for happy memories. 

The most-read media and business posts in 2014

So, having split the musicians out, it made sense to do the same for the rest of the topics. Interestingly, although I didn't write that many posts on broadcasting and the media, some did really well. These made the top ten

1. The Desolation of Smug

The biggest numbers of the year by a country mile, commenting on the BBC's hideous local underspend of license fee revenue collected from the Midlands. There is some movement, but the imbalance is still massive. If you haven't read it yet, do so now. Please. Then tell your MP.

2. BRMB: 40 Years ago

Launch day at the old BRMB in February 1974

3. The Wireless Festival in Brum

A chat with the man who ran the biggest music fest Birmingham has ever seen.
4. Thursday 21 November 1974

The night they bombed Birmingham city centre. I was live at the old BRMB when it happened.

5. Mellotrons

The men who still make Mellotrons. Midlands rock history.
6. Don't It Always Seem to Go: The Old Crown A lament for yet another historic music venue which used to grace the city centre.

And the next four most read were 
7  The Local YouTube Top 50 chart, February. I do this every six months.
8  Peaky Blinders - made in Brum? Er, no.
9  Promoting and how not to make money. With Bohemian Jukebox's Ben Calvert
10  How much is your music worth? Ever tried asking? Bluebeat Arkestra and their online honesty box.

I can't draw any great conclusions here - but my thanks are due to the many people who sat down with me and chewed the fat so interestingly.

The most-read posts of 2014

Finally, here is the top ten for the year, irrespective of categories.

1. The Desolation of Smug

2. BRMB: 40 Years ago

3. Old Punks don't die: Neon Hearts go big in Japan 

4. The Wireless Festival in Brum

5. Terry and Gerry

6. Thursday 21 November 1974

7. Mellotrons

8. The Other Campbell Brother

9. Miles and Erica - The Stuff Of Wonder

10. Don't It Always Seem to Go: The Old Crown 


I wish you a peaceful and optimistic 2015.

_________________________________________________________________________________

Sign up to the mailing list for weekly updates

Ian Danter: National sports radio guy, Birmingham muso, point to make...

Radio person actually makes good, literate, listenable classic rock album shock horror. Cheek! 

It’s not often that someone in his mid-forties, not known for his music, delivers a debut album. It’s unusual when the album turns out to be really rather good. 

More unusual still: this is 2013, and it's a Classic Rock album, and the man who made it is known for spouting about football on national radio, after a career start in Birmingham. But he started out as, and still is, a local muso: Ian Danter. 

Ian is affable and good-natured about all this, despite some carping. Carping? Oh yes. Rock,  like some other music genres, can be stupidly tribal. Me? I’m impressed. He’s done a good job.

Jasper Carrott: a long time ago, in a folk galaxy far far away…

Before Jasper Carrott became an 80s TV fixture, he was an agent, booking folk acts countrywide, working the clubs. Then, a throwaway comedy song you couldn't play on the radio changed it all.

It may seem strange – especially if you saw the Made in Brum tour - to think about Jasper Carrott as part of the Midlands folk scene. But he most definitely was. At the show, I asked Jasper if he would be interested in talking about how he got started, and how it was in the Midlands folk scene of the 70s. 

Jasper was interested, and he graciously reeled off a positive goldmine of stories. We know the old folk club days are long gone. But there is ample compensation to be found with the new breed of 21st century folk musicians, experimenting, collaborating, and taking huge risks to produce inspiring and thrilling new music. But it wouldn't - couldn't - have happened without the people who ran those old clubs getting things rolling in the first place. Jasper's part of that. 

The Selecter at Reggae City in May: It's not the same old show

Pauline Black talks racism, sexism, 2-Tone, Ska and Reggae, re-forming your band, keeping it punchy, and not wallowing in black and white nostalgia.

I’m not absolutely sure, but I'm probably the first (legal) radio DJ to put The Selecter on air. We used to do sessions at the old BRMB Radio, recording up and coming West Midlands bands just as they came to the boil. This included UB40 and the Specials, pretty much all in quick succession, in 1979 . It worked a treat: the station scored great listening figures and got to look - very unusually for the old BRMB - hip and cutting edge. And the bands got exposure and MU scale cash. Everyone was happy. It worked. Just saying...

So, back in the day, Pauline Black came in for an interview to tie in with the session. Now, Pauline Black’s on the phone ahead of a string of midlands dates - you'll find them at the bottom of this post. 34 years on, The Selecter is touring again, and a stroll down 2-Tone lane it ain't. Two new albums, new members to go with founders Gaps Hendrickson and Black, a richer mix - and the same fierce attitude. 

The Free rebrand: first results; a new oldies station on the way. Lots of questions...

First survey figures look good for the renamed BRMB / Mercia / Wyvern / Beacon cluster. There’s a long way to go; they're not out of the woods yet. But there's an intriguing new development coming soon on their AM frequencies.

Three months ago, I posted about the impending morphing of four local stations into one, to be called Free Radio. It kicked up a pretty storm on radio discussion boards, not all of whom grasped the precise points of the post. I was amused to get both stick from take-no-prisoners thrusting young biz-oriented anoraks, and kind but misguided statements of solidarity from nostalgia freaks. The post pulled in, by the standards of this tiny blog, spectacular page-view figures. 

The gist of that post was: 
• Given the state of the market, Free's management didn’t really have an option not to change things. 
• Cynics might say that previous owners had trashed the stations, so they wouldn’t be viable competition once sold on. I couldn’t possibly comment.
• The new radio wars have to be fought differently. Nationwide brands have deeper pockets and more resources.
• Brand radio has not increased the commercial sector's market share, but the 'consolidation' of dozens of stations has cost a lot of good people their jobs.
• The old radio glory days are well and truly gone. Hey, I miss them too.
• That said, there is still value in looking at how local commercial radio did it in the old days.
That was three months ago. Now, with fresh survey results in, it’s a good time to look at the latest figures, and then to ask a few questions of Free MD Phil Riley.

So let's start with the bottom line figure of total Market Share. This all comes from the excellent Media UK site, which has more stats for more stations than you can shake a stick at. We’re looking at the BRMB/Free Birmingham numbers.

It still looks crap over the period of the graph, doesn’t it? But it’s worth zooming in to look at the last three years, focusing on the period of the current ownership:

That’s bit better. A bit. Of course, you can puff this up into headline stats which make you look great, and stations do that all the time when these figures come out. The bottom line is that, taken over a three year period, the current management have first stabilised listening, and then started to improve things. 

These figures actually represent the last listening figures for the old BRMB. The period of this survey was the six months ending March 2012, when Free Birmingham was still BRMB.  It’s going to be nine months before there are totally Free-specific stats. A further bit of geekery to add to the mix is that I’m only looking at Birmingham numbers. Each of the Free stations is surveyed by coverage area. Across the four stations, in general, figures are up, but Coventry has shown a hiccup. But, on balance, progress.

Time for that chat. Phil Riley runs Free. I’ve got a lot of time for anyone who can run a station efficiently and stop it being run over by Global Radio’s London juggernauts. It's difficult to give him a hard time. Phil doesn’t derail easily. He’s boomingly bullish pretty much all the time. But, hey, nothing ventured…

Given the nice uptick on your stations ahead of the switch – quite possibly caused by the fuss people made about the name change – you must be feeling a bit more comfortable. Hand on heart, have you done the right thing?

"Yes. Basic figures are up, and all the other things we use to measure response – research. Facebook numbers, tweets, and range of other indicators - they’re all good."

How did it feel the day before the switch? 

"I was quite relaxed by that point. The day we announced the switch was the day I felt the most nervous. That was the point of maximum impact – and we did get a lot of grief for a couple of weeks. In the run-up to the announcement, I did feel really nervous. I didn’t know how the staff were going to react to it, didn’t know what clients were going to think about it…. In the end it worked out OK."

Did you take any personal stick?

"Yes. There were a few people who said I was barking mad – or that I’d lost the plot – or I was out of touch – but you get that in any industry. People on the edges snipe at you."

So, so far, so good. Probably best to revisit this particular area in a year’s time, especially if the new brand puts on some significant numbers.

But there’s another wrinkle. About a week back, news leaked out about plans for Free's own, new, AM service. Up to now, the old AM channels for four stations have carried Gold, a London-run oldies channel, ironically from Global, who are now in direct competition with Free. Now, Free have decided to reclaim the frequencies to run a second service, to launch later this year, called Free 80s. In other words, their own oldies station.

I have to declare an interest here. I worked on what many people felt was the country’s finest and most successful Gold service, XTRA-AM. It covered Coventry and Birmingham, and it was set up, by Phil Riley, 23 years ago. XTRA was a blast. I hated to see it go, to be replaced by Gold, in my view a lamentable service that, these days, feels like an underperforming corporate afterthought.

When we talked about your underused AM resource a year or so ago, and I urged you to take it in hand, you told me that it simply wasn’t cost-effective, given the decline in AM listening generally. What’s made you change your mind?

"A number of things. Nearly all our AM and DAB contracts were up for renewal. So we had to decide: do we bother to renew these quite expensive transmission contracts to run a service we didn’t have any involvement in, and didn’t earn much revenue from… or do we hand the licenses back… or is there a different way of doing this? Can we do something new? And because we’d done the work to create Free, it made us think that we could make something of that as an add-on." 

Brand extension then...?

"Yes. Which would have been very difficult to do if we were still running the four individual services."

You’re not the first to do brand extension. Absolute Radio have spun out Absolute 60s, 70s, 80s, 90s and noughties as part of their offer, along with a slew of other digital services across dozens of platforms. And other stations are announcing 80s services across the country. What’s going to make you different?

"Two things. It will be local – local news, traffic, weather, local football commentary – and presenters will be local too. And it will be unashamedly a pop music 80s service, as compared to the rock feel of Absolute 80s, which aims for a more male audience."

Talking local, I’ve got to ask you… the 80s was a brilliant period for local music. We had Fine Young Cannibals, it was the peak period for all the Two-Tone bands in Coventry and Birmingham, Duran Duran were in their prime, Ruby Turner was getting started, there were Dexy’s, UB40, Tin Tin, Fuzzbox, Toyah, Fashion, ELO’s later hits… are you going to take advantage of all that stuff?

"Yes. We will be playing a lot of local material, I’m sure, if it’s warranted". 

Aha. I’m going to quote you on that.

"I did say if it’s warranted!" 

I’ll quote you on that too…  

So, just possibly, there are grounds for a tiny little bit of local muso optimism. I certainly hope so, and in my view there are very good reasons both culturally and financially to take such a step.  I wouldn’t hold out for Judas Priest on Free 80s any time soon... but it would be just great to see this new outlet reflect the pride that the area takes in some of its talent.

Researching what's best to play on the radio is a complex job. When you start looking at 80s oldies, you simply can't take chart impact into account as an overriding guide, because the charts were riddled with dodgy fixes and fiddles pretty much throughout that whole decade. So it's a question of digging into what the area likes best using all the tools you can get - not just focus groups. The best material rises to the top over time... in general.... and the image-driven and hyped stuff fades away... in general. Nick Kamen, anyone?

And just to add some very contemporary perspective, it was interesting to note the ripple of local pride and pleasure that flowed across Facebook and Twitter when Ruby Turner took to the stage last Monday at the Royal Concert at Buckingham Palace. Here's a single page of reaction from that point in time - search for Ruby on Twitter; there's more. 

This opens a up a whole area of discussion that I haven't really got space to go into here - but it's worth thinking about how artists find their place in our hearts, with or without chart exposure, and why radio should pay more attention to that process. 

Back to Free... Just as with three months back, I wish success for the Free team. They serve their area from their region, and for that reason alone, I’m rooting for them; positive results will be pleasing to see. 

One final thing. This really isn’t Free’s problem, but it affects them nonetheless. Local government should take note. The West Midlands has suffered a haemorrhage of media talent as Radio, TV, and press have all contracted. All those media jobs lost to the local economy, possibly 1000, maybe more, over a decade, also represent lost tax income and money spent in the region. Any reversal in that trend is to be applauded. So - more power to Free, and let's hope for further success elsewhere: it makes creative and economic sense. 

And if Free can bring themselves to skew their 80s output just a tiny but noticeable bit towards those local bands and acts who went over big time, worldwide, from our area during the decade, and still matter to their potential West Midlands audience now, I’ll be even happier. That’s a win-win I'd really pleased to see.