Wednesday 29 June 2011, 11:35 | By

We7 expands GMG partnership

Digital Media

GMG Radio

The Guardian’s radio company GMG Radio has put playlists onto digital music platform We7 for each of its radio station brands – Real, Smooth and Rock Radio – which it hopes will give a ‘flavour’ of the music each radio franchise plays. The move extends an existing relationship between We7 and GMG Radio – the digital music platform already carrying news content from Real.

Announcing the new playlists, GMG Radio’s Jonathan Gillespie told reporters: “This deal provides another great way for consumers to sample our brands. Around 5.2 million people listen to radio online each week and this deal makes our three brands available on a key platform where users are engaging with a wide variety of music genres”.

Meanwhile We7 boss Steve Purdham added: “The power of great radio stations such as Smooth is its music ‘DNA’ and its personalities. Digital solutions have a long way to go to deliver that heritage. But digital radio is much more than just broadcasting what is being played now, with personalisation and portability becoming important. This is why we feel giving access to the We7 digital radio platform means digital audiences get the best of all worlds, the convenience of cloud based music access and the passion of music from people who understand what audiences like”.

In related news, We7 begins its expansion into mainland Europe today, starting in Belgium. Well, why not? The digital music company recently announced a new round of investment to fund European roll out.

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