He has sang on pop records spanning six decades, but there is no place for Sir Cliff Richard on a new 1960s radio station being spawned by Absolute Radio.
Quoted in the Daily Mail, presenter Pete Mitchell said: ‘His songs don't fit the cool sound of the swinging sixties we're trying to create on our new station'. In other words, his songs do not fit the conceptualisation of what is 'cool' by Absolute Radio.
For those who are new to Absolute Radio, here is a brief introduction. It is the current name for the former Virgin Radio, launched in the 1990s as an at-the-time much needed radio station to address the adult-oriented rock (AOR) much-neglected elsewhere on the radio.
The station already has 1980s and 1990s versions on digital radio. I listen to both sometimes, and they are good. The 1990s version does at times resemble a bad 1990s Britpop mixtape, with the inevitable top guns Blur, Oasis and Pulp, but also plays the work of many other acts caught up in the wave, some of which were awful.
All things considered, Sir Cliff is not typical of what Absolute will be playing to their target audience (expect lots of Beatles and Kinks). And I see no reason why such a big deal has been made out of the fact he will be among a number of singers who will not be finding their way on Absolute. So why make a big deal about it? The station launches on November 22nd. I will leave it at that.
