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Ideas and technique to help you promote and image radio

The 2012 Capital FM Summertime Ball mashup

Last night’s Summertime Ball was heralded by another mashup by DJ Earworm, featuring all the artists who appeared on stage.

There are twenty four tracks in there and it took four weeks of solid work in the studio, we’re told.

I feel that to call it a mere ‘mashup’ is a little unfair. It’s actually a whole new composition, using samples from the artists’ tracks as recognisable hooks and almost as instruments themselves.

It’s an original piece and Mr Earworm is an incredibly talented gentleman. How wonderful that he does his best work for radio.

Two years ago one of these mashups collected a Sony Radio Academy award for best promotion. The decision raised some eyebrows at the time with some claiming that it was a piece of content, not a promo.

Well, that’s the thing: great content can have amazing promotional value and great promos can make terrific content. Far from being a problem it’s the holy grail for marketers, programmers and listeners alike.

In this video, DJ Earworm explains his approach to the composition and how he produced the video.

I’ll leave you with this year’s mashup music return log. Please can you add the durations.

Carly Rae Jepsen: Call Me Maybe
Cheryl Cole: Call My Name
Coldplay: Charlie Brown
Coldplay: Paradise
Conor Maynard: Can’t Say No
Cover Drive: Sparks
Cover Drive: Twilight
DJ Fresh feat. Dizzee Rascal: The Power
Ed Sheeran: The A-Team
Example: Stay Awake
Flo Rida feat. Sia: Wild Ones
Flo Rida: Whistle
Jessie J: Domino
Jessie J: LaserLight
Justin Bieber: Boyfriend
Katy Perry: Part of Me
Katy Perry: The One That Got Away
Kelly Clarkson: Dark Side
Lawson: When She Was Mine
Pitbull Feat. Chris Brown: International Love
Rita Ora: R.I.P.
DJ Fresh feat. Rita Ora: Hot Right Now
Usher: Scream
The Wanted: Chasing the Sun