Objective: To help identify and develop diverse comedy and spoken word talent, and build connections with regional cities, communities and people who may not be aware of the breadth of BBC Radio 4’s offer.

Strategy: BBC Radio 4 is a very successful and distinctive station. But it was known for certain flagship programmes, and the breadth of its output was under-appreciated. It was also stronger in London and the South East, both in terms of listenership and connections with communities, arts and culture networks, and talent. The strategy was to develop a series of workshops in key regional cities, in partnership with local venues and networks. These would help to pull in local talent as well as showcase Radio 4’s diversity and its approach to developing talent.

Project: The initiative, called “EarCandy”, launched in cities across the North and Midlands (Leeds, Manchester, Liverpool, Birmingham, Derby). EarCandy consisted of an all-day workshop, run by professional comedy and spoken word artistes and assisted by BBC Radio producers; followed by an evening performance for the general public featuring both the professional hosts and the workshop attendees. Venues like Manchester’s Contact Theatre, West Yorkshire Playhouse and MAC in Birmingham partnered EarCandy, helping to identify and process the workshop attendees and host the events. A special Radio 4 EarCandy CD, with highlights of comedy and spoken word shows, was produced and given to all attendees and the general public.

Results: EarCandy was evaluated using detailed feedback from workshop attendees, venue and network partners, and members of the general public. Feedback was generally excellent and the initiative was seen as very innovative and valuable. Attendees appreciated the opportunity to work with professionals and perform to the public. Venues appreciated a pro-active initiative to build links with local talent and with a key media partner. The public enjoyed the events as entertainment and were also surprised by Radio 4’s diversity. For the station this was a solid start in building important long-term relationships and broadening attitudes to the brand.