Pure4 will be a knowledgeable, accessible radio station for music lovers, home of the original radical artists from the worlds of music and culture. Channel 4 has always led the way in identifying new talent and Pure4 will continue this mission by bringing subjects, styles and genres from the margins into the mainstream.
Pure4 will combine music discovery and rediscovery. Where a single, album track or live session is played, from the most established artists to the newest releases, it will be driven by the quality of the music rather than its genre or era. This means a completely distinctive music mix not heard anywhere else on commercial radio. Pure4 will revolutionise the way music is programmed and presented: it will reflect the new ways we now listen to and consume music.
As well as playing music, Pure4 will be about music. It will explore the stories and mythologies behind the artists. It will set the context so that audiences can discover the influences that shape and change artists. Intelligent, fun, charismatic and quick-witted, this will be a station that understands an audience that still likes contemporary music and still wants to be informed about new music in all genres. Pure4 will go behind the scenes, talking to the writers, producers and musicians that make music great. It will broadcast live music, from venues large and small, and from events well-known and little known. It will make the audience feel that they, not just the presenters, are getting privileged access to music and musicians.
Pure4 will go far beyond music - it will be a place where the audience can find out about the arts, film, books and exhibitions - bringing a broader cultural experience to a wider audience.
Pure4 will be a journey of discovery, combining the best that music has to offer with modern contemporary culture.