Keith Lawler

That will definitely happen.

And you can see in strategically how RTE1 is reshaping the identity, the brand identity, even visually, and even who, you know, the voices that are...

that are on the shows, there is a definite change-up, and you can feel that, that to have the sound of that kind of match it, match the new direction, all these sounds will become synonymous for a younger generation.

You can see how the new music has been interpreted it,

to be you know it's kind of coming from a place those sounds are recognizable to a younger audience from you know the sound that you have on tick tock or the sound that you have from your mobile phone notification or um it's more the the actual um the composition of the new sonic identity is is definitely more in that digital space okay rather than it feels like lots of different types of styles of music which represent the individual characteristics of the shows

I think Ursula spoke really, really well there.

I think what's really important when this strategic sonic branding overhaul was sort of started, I think, I'm not sure how much the audience was engaged with at that time.

And I think

engaging with your audience and understanding that music and the musicality of the way they've redesigned the sonic identity should have been, you know, considered really heavily in that context.

whether the instrumentation is real instrumentation, whether it's the orchestra, whether it's vocals or a certain style of music or a certain genre.

When I say a sonic palette, that really means the kind of genre or the style or the instrumentation that's used.

And I don't think it's too late necessarily for the...

for the the new rt1 sonic identity to to evolve or to incorporate some of those legacy pieces of music like miscellany for example which is a perfect example example of something that just triggers um these emotions and people brings them to a certain place and and makes them feel comfortable in the in uh in the the rt1 brand makes them feel at home and safe and like

that it's a brand that they really want to interact with and they really love.

And those sounds conjure that for people.

So I don't think it's too late to necessarily evolve some of those sounds within the modernisation of the brand, which is happening with the new version of the Sonic Identity.