Xfm in branding partnership with Carling Academy firm

by Staff,, Brand Republic 09-Jun-04, 11:00

LONDON – Xfm is to be the official radio partner of the Carling Academy live music venues, owned by the McKenzie Group, which will see the alternative music radio station given permanent branding at its sites.

As part of the three-year deal, Capital Radio-owned Xfm will become the McKenzie Group official radio partner at the Carling Academy venues in Brixton, Birmingham, Bristol, Glasgow, Liverpool, Islington and West London's Shepherds Bush Empire.

Xfm will also use MKG's venues for its many live music sessions, which so far this year have included the likes of Ash, Muse, Snow Patrol and Supergrass. Xfm will support activity at MKG venues on its website and on the station itself, which according to latest Rajar figures reaches 678,000 listeners in London and across the UK.

Xfm's managing director Graham Bryce said: "I am absolutely delighted to have teamed up with the UK's leading live music venue operator to help support Xfm's national expansion. Xfm is now available right across the UK and this deal with the McKenzie Group will enable us to build our already successful live music events outside of London and expose our unique brand to music-loving gig-goers nationally."

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