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Press Release


Planet Rock pick Black Sheep

Planet Rock pick Black Sheep

Digital radio station Planet Rock has appointed Chester-based agency Blacksheep to create a new brand identity and website ahead of its forthcoming relaunch this autumn.

Previously owned by Gcap Media, Planet Rock was sold earlier this year to entrepreneur and rock music fan Malcolm Bluemel, who was backed by a consortium including rock legends Tony Iommi from Black Sabbath, Ian Anderson of Jethro Tull, Gary Moore and Fish.

The station, which has more than 550,000 weekly listeners, won the Sony Award for 2008 Digital Terrestrial Station of the Year, and its new owners have ambitious plans to build the Planet Rock brand and grow the station’s listening figures through additional platforms including the internet. 

The new website being developed by Blacksheep is set to be a key driver in achieving these plans, as it will play a vital role in bridging the gap between Planet Rock’s listening audience and the station itself.

Trevor White, Planet Rock programme director, comments, “This is an immensely exciting time for Planet Rock and we’re planning a major relaunch this autumn.  The new ownership will be offering a new approach so it’s an appropriate time to update the station’s look and identity.  We aim to take Planet Rock to the next level and utilise additional platforms to serve an even bigger audience. The new website will be a key component in growing both the brand and its listeners; it will be not only a channel through which to listen to Planet Rock, but also a portal from which to access the wider rock music world.

“Blacksheep showed a good understanding of both the existing Planet Rock positioning and our aspirations for updating it and their creative approach gave us total confidence.”

Blacksheep has a strong pedigree of producing creative campaigns for radio stations and has worked with Emap, Classic FM, GWR, Juice and Magic in the past.  In addition to creating national outdoor listener recruitment campaigns for Emap and GWR, the agency was responsible for naming and launching Liverpool-based radio station Juice and produced the national Brand Bible for GWR and Classic FM. 

The agency’s managing and creative director, Rob Smith, adds, “This is a fantastic appointment for Blacksheep and we’re delighted to be working with Planet Rock at such a pivotal time in the station’s development.  Our focus in creating the station’s new identity and website will be on clearly projecting the Planet Rock brand, which is knowledgeable, down-to-earth and witty.  Malcolm Bluemel and his team are passionate about the station and we’re looking forward to playing a role in helping them take Planet Rock from strength to strength.”

- ENDS -

For further press information please contact:

Belinda Graham, PR for Blacksheep
Tel: 0161 286 6456 or 07812 537533  or email:



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