‘I never fail to be proud of what we did and how many listeners we reached plus I got to work with a whole slew of brilliant fledgling producers every single week. It really was a gift.’ - Andi Oliver, broadcaster and Selector Radio’s first host
Life cycle
2001 to present
Country/Region
Global
Client/Partner
British Council
Vision
Selector is brough to you by the British Council with a shared vision of bringing UK music to global audiences. We aim to share diverse and vibrant UK music without requiring musicians to travel, leveraging radio and digital media. Selector Radio provides a platform for UK musicians to reach a worldwide audience, allowing music fans and industry professionals to experience the richness of UK music.
Situation
Since Selector Radio has been on the air for two decades, radio broadcasting trends have evolved significantly. While the traditional radio industry faces challenges, Selector Radio has adapted and thrived, particularly during the Covid-19 pandemic. The ability to record shows remotely from home ensured continuity and maintained popularity. As we move forward, our focus is on expanding Selector Radio into new markets, tailored to the specific contexts of each country. For instance, finding an effective way to broadcast Selector Radio in India could dramatically increase listenership. The overarching goal remains to reach as many global listeners as possible.
Implementation
Selector Radio is produced each week in the UK, presented by Sian Eleri (who also presents for BBC Radio), and made available for global streaming each Friday. The show is also distributed to radio stations worldwide in a kit form that allows them to (a) broadcast it without changes, (b) create a shorter version, or (c) replace Sian’s DJ segments with a local DJ. We ensure that the show represents the UK's diverse musical landscape, featuring a variety of locations, styles, and opinions. This comprehensive approach sets Selector Radio apart from typical radio programmes. Additionally, we ensure cultural relevance and sensitivity in discussions, such as featuring music for Pride month. Selector Radio's flexible distribution allows it to reach audiences even in countries without a British Council presence, amplifying its global impact.
Impact
Selector Radio plays a vital role in the internationalisation of UK music and serves as a cornerstone of our arts and cultural relations work. Together, we have helped thousands of UK artists reach millions of listeners worldwide, with the cost per listener being less than £0.002. The programme facilitates cultural exchange and significantly raises the profile of UK music in various markets whilst showcasing the diversity of British culture. Selector has opened avenues for collaboration with entities like BBC Introducing and their involvement in globally renowned events like the Glastonbury Festival. These partnerships further enhance content sharing and connections. The show not only elevates the profile of the British Council but also reaches a predominantly young audience, with 21-year-olds and younger making up a significant portion of its listenership. Achieving an annual listenership of more than 31 million, Selector Radio exemplifies the power of music in building cultural bridges.
Mutual benefit
Selector Radio plays a pivotal role in promoting a diverse and dynamic image of the UK, complementing our broader programming efforts. By showcasing a wide range of musical genres and voices, Selector Radio enhances our profile and stimulates interest in other aspects of British culture, including the English language, which is central to our activities. The adaptability of radio and the expansion of online broadcasting platforms allow Selector Radio to reach audiences and regions that would otherwise be difficult for us to access. This extensive reach positions us not just as an educational organisation, but also as a cultural ambassador, fostering international connections and understanding through the universal medium of music.