Internet radio station launches in Sunderland to give new talent a boost

Sunderland University Graduate Danny Kitching who is now the CEO of Imbrasive Music Ltd

Sunderland University Graduate Danny Kitching who is now the CEO of Imbrasive Music Ltd

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SUNDERLAND is taking centre stage in an internet radio revolution.

Danny Kitching is the creator and owner of Sunderland-based Embracive Music, which provides a radio platform and recording label for emerging talent, giving them airplay anywhere that the net can be accessed.

Danny, from Shiney Row, said: “We have a playlist running 24/7, which is licensed by PRS For Music.

“This includes emerging talent from local music and also from across the country.”

Sunderland band Pursuit are among those on the playlist, with their track Not Ready Yet.

Embracive Radio was launched this month, but Danny had the idea for Embracive Music in 2007 when he finished college and was waiting to start Sunderland University.

“I just wanted to reach out to like-minded people.

“I knew they had talent. They just didn’t have the connections.”

Anyone with the broadcasting equipment can apply to DJ and will be broadcast over the service.

Danny, 23, is also looking to add bands, preferably from the North East, to the company’s record label.

He said: “Anybody can apply and we’re starting to take on more DJs now, both for a DJ pool and also for the radio.”

Danny wants to make it even easier for aspiring artists, and is looking at the possibility of live gigs being streamed over the radio.

“I’m trying to set up a mini broadcast station at The Bunker in Sunderland, for people who don’t have the equipment themselves.

“This should allow for live gigs to be played over the radio too. It’s all about getting people heard.”