Bauer to launch new digital station Magic at the Musicals

Pictured: Magic at the Musicals Live. Source: Bauer Media

Bauer Media is extending its Magic brand with the launch of a new digital radio station later this month, capitalising on the rising popularity of musicals.

Magic at the Musicals is the fourth major new station launch from the radio broadcaster this year, and will launch on DAB+ on November 21 in London, East and South East England, and nationwide on online via apps and smart speakers.

“Magic at the Musicals will celebrate the dynamic world of musical theatre – from the favourite classics to the latest West End and Broadway hits – and we’ll reflect the growing number of new and re-imagined musicals on the silver screen,” said Steve Parkinson, group managing director for national radio at Bauer Media.

“This latest addition from the Magic stable will offer targeted access to a premium and distinctive audience of musical loving fans of all ages. It will of course build on our close association with the Society of London Theatre and many of the productions in London and around the country.”

The station will play hits from musicals including Dreamgirls, Wicked, Cats and Les Misérable, with presenters including West End star Ruthie Henshall, Jonathan Bailey, Louise Dearman and John Owen-Jones.

Magic at the Musicals will also broadcast The Olivier Awards live in full, cover West End Live in Trafalgar Square, and broadcast its own event, Magic at the Musicals Live, from the Royal Albert Hall in spring next year.

According to Bauer, theatre attendance has grown by 2.2m to 34.5m people annually over the last five years.