Talking Radio: Jason Carter

Jason Carter

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The role of radio in promoting future stars is as crucial as ever, says the BBC Introducing boss.

In the digital age, rehearsal rooms buzz with talk of MySpace and the latest bands who have made it through the internet.

But webcasting gigs from the basement isn't the only route to fame. Look at the line-up of new artists playing the BBC Introducing stage at the Reading and Leeds festivals this weekend, or the many acts that have been discovered by a network of BBC radio programmes.

This shouldn't come as a surprise, as radio has a long, rich history of spotting and supporting new bands. In fact, I don't believe that the huge range of digital media on offer to music fans has diminished radio's importance - I think it has accentuated it.

Please don't think I'm disparaging the internet and digital media. It's great that bands use digital technology to reach audiences. All our radio stations - from the biggest national stations to the smallest local networks - recognise the importance of the internet. Indeed, we have plans to support BBC Introducing online. But radio provides an important way of building new bands.

Listeners' need for quality control and expert opinion that provides a credible "quality filter" has increased with the growth in the number of bands.

We recognised this when we launched BBC Introducing. The brand supports under-the-radar artists, bands and DJs. It has BBC radio at its heart and a network of new music experts as its lifeblood. Of course, we could have solely created a site to filter and rate bands' content, but would this have been enough? We don't think so.

This is how BBC Introducing works: BBC music shows put forward artists they are supporting and a panel of new music experts from the BBC and beyond, led by Radio 1's Huw Stephens, listens to the nominated bands. The best ones, as determined by the panel, are then given the chance to play at major festivals.

For example, Salford's The Ting Tings were a favourite of BBC Radio Manchester in early 2007. When BBC Introducing was looking for bands to play its first-ever stage at Glastonbury 2007, Radio Manchester suggested the band. Their performance was a huge success and subsequent TV and radio support across the BBC helped them on their way up. A year on - and a UK number one album and single later - the band still cite BBC Introducing as crucial to their development.

The acts on the Introducing stage at Reading and Leeds were suggested by BBC DJs and producers passionate about their local scenes. Alongside their peers who live and breathe new music on R1, they can spot and champion rising bands with freedom and impartiality. Music fans trust their judgement and recommendations.

Our local radio shows have local knowledge and understand local music scenes as well as anyone. In fact, they quite often are the local über-fans and bloggers who make the UK music scene so vibrant.

Before Introducing launched, we had new music shows across the BBC but we didn't exploit them enough. The organisation needed to work together - sharing its knowledge to create unique opportunities for new artists and collectively deliver the best brand new music.

The bill for the BBC Introducing stage at Reading and Leeds showcases great talent - and radio is at the heart of it all.
Jason Carter is editor, live music & events, R1, 1Xtra and BBC Introducing