Virgin Radio UK commissioned ON THE SLY to develop a new musical identity for Virgin Radio Anthems.

Drawing on the sound of the 60s, 70s and beyond, the brief was to create sung branding that reflected the classic instrumentation and spirit of those eras, while still feeling relevant within a contemporary broadcast environment.

We produced a suite of themes that leaned into live musicianship, analogue textures and era-informed arrangement, capturing the warmth and character of the music that defines the station.

The package delivered a warm yet fresh on-air feel, complementing the legendary tracks at the heart of Virgin Radio Anthems and helping position them with renewed clarity during its broadcast run.

The same musical discipline underpins our work across broadcast and live experiences internationally.