Takeover & Project X

Do young people listen to radio any more?

That was a question we at TotalRock asked ourselves recently. Recognising that the age of the audience for the radio part of the brand (which turned 24 years old last week) was starting to creep ever upwards, we decided to launch a new brand aimed designed exclusively for Under 25s.

Launched by the management team behind media company TotalRock, led by Tony Wilson (producer of rock shows at Radio 1 from 1973-1995), We Are TRXSH is designed exclusively for the under 25 generations with a safe community for Gens Z & A alt music fans and bands at its heart.

Responding to the different music discovery habits of the under 25 generations and embracing their highly eclectic sensibilities, We Are TRXSH aims to provide support for the alt music sub culture with direct engagement between fans and artists.

TRXSH has launched initially on TikTok, Discord and Instagram with a team led by Andrea Cutts whose CV includes label digital planning at Sony and Influencer marketing as a senior account executive at Digital Voices.

" We Are TRXSH is here to revolutionize the rock and metal music scene for the under-25s, particularly Generation Z and Generation Alpha. Our brand is dedicated to creating an inclusive and dynamic community where our audience can discover and engage with the raw energy of rock and metal artists. I am absolutely stoked to be heading up We Are TRXSH. We're not just about the music; we're about making noise, breaking barriers, and defining the future of rock and metal for the next generation.” - Andrea Cutts

“2023 was the year when I finally understood that there was a whole sub-culture of young alt. rock & metal fans and bands that had no on-line home. The solution was obvious - we had to create one. Clearly having recently acquired octogenarian status I was not going to take the lead. We advertised and recruited Andrea Cutts and a small team who have brought the idea to life and are now ‘ready to rock’ – as we would have said in the old days I” – Tony Wilson

Contacts

Content: Andrea Cutts - [email protected]
Business: Neil Jones - [email protected]

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