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Bauer Media bolsters Magic brand with exclusive Olivier Awards coverage


By Jessica Goodfellow, Media Reporter

March 23, 2016 | 2 min read

Bauer Media is focusing its attention on building the Magic Radio brand by launching a musical event bringing together the best of the West End, as well as a partnership with the Olivier Awards 2016 with MasterCard.

The ‘Magic of the Musicals’ event, produced in partnership with TBI Media, will bring together the best from London’s West End to the Royal Albert Hall in May, to be broadcast on the new digital radio station, Mellow Magic

In the build up to ‘Magic of the Musicals’ event on 23 May, the Mellow Magic station will mark the 40th year of the Oliver’s with a four-part documentary series, set to be narrated by actress Imelda Staunton. There will be contributions from Elaine Paige, Sheila Hancock, Julia McKenzie, Sir Matthew Bourne, Ruthie Henshall, Zoë Wanamaker and Michael Ball.

The partnership with the Olivier Awards 2016 with MasterCard will see it run a series of special programming, live coverage and joint activity. Mellow Magic will exclusively broadcast live from the awards, which take place on 3 May from The Royal Opera House in London.

Meanwhile, the Magic Radio Network has been asking its listeners to vote for their favourite West End Show for a special Olivier’s Magic Radio Audience Award which will be revealed on the night of the awards.

Tony Moorey, group content director of Magic Radio, said: “Magic of the Musicals is the first of its kind as the official casts of the biggest and best West End shows come together for one night only and our subsequent partnership with the Olivier’s offers the perfect content to launch Mellow Magic to the nation. We’re building something special at Magic Radio and our new brand set-up is stretching our appeal across a widespread demographic for consumers and commercial partners alike.”

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