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# 📻 Embracive Radio — Sunderland **Status:** 🔴 Former Internet Radio Project **Location:** Sunderland, North East England **Launched:** June 2013 **Organisation:** Embracive Music **Founder / CEO:** Danny Kitching (Danny Digital) **Type:** Internet Radio **Format:** Multi-Genre • New Artists • DJs • Emerging Talent ## 🎧 About Embracive Radio **Embracive Radio** was an independent internet radio project launched in **2013** as part of North East music company **Embracive Music**. The station was based in **Sunderland**, but because it broadcast over the internet, its potential audience wasn't limited to the North East. Its main purpose was to provide a platform for **new and upcoming artists and DJs** who might struggle to get exposure through traditional radio. ## 🚀 Launching in 2013 A surviving announcement from **23 June 2013** described Embracive Radio as a brand-new internet-radio concept and said it had launched from **12 June**. The station was actively looking for DJs who wanted somewhere to broadcast their music and develop their own following. It wasn't restricted to one particular genre. Instead, Embracive wanted to welcome **new artists from different styles of music**, giving unsigned and emerging talent an opportunity to be heard. ## 🎙️ Danny Kitching / Danny Digital The project was connected with **Danny Kitching**, also known as **Danny Digital**, the CEO behind Embracive Music. The wider Embracive project wasn't intended to be just another online radio stream. It was being developed around: 📻 Internet radio 🎧 Live DJ shows 🎵 New and unsigned artists 🎙️ Artist and producer interviews 💿 A DJ record pool 📰 Music promotion 🌍 DJs from around the world ## 📡 24-Hour Radio Plans By October 2013, Embracive Music was talking about expanding its internet-radio operation into a **24-hour, seven-day-a-week service**. The plan combined a continuous music playlist with **live shows from DJs around the world**. DJs weren't simply there to play records. The idea was for them to showcase their own abilities while also helping promote emerging artists. ## 🎵 Supporting New Music One of the most interesting parts of Embracive Radio was its emphasis on discovering artists **before they became well known**. Traditional radio could be difficult for unsigned musicians to break into. Internet radio offered Embracive another route: stream the music worldwide and give DJs and artists a platform without needing conventional FM coverage. That makes Embracive Radio an interesting piece of the **North East's early-2010s internet-radio history**. ## 🔴 What Happened to Embracive Radio? The original **Embracive Radio / Embracive Music internet-radio project is now historical**, and its original web presence and radio operation from this period are no longer operating in the form documented in 2013. Surviving press releases and archived references are now some of the best evidence of what the station was trying to build. If anyone knows exactly **when the original station stopped broadcasting**, we'd like to add that information to this archive. ## 🕰️ Do You Remember Embracive Radio? Were you listening in **2013**? Did you DJ for Embracive Radio or submit your music to the station? Do you remember **Danny Digital** or any of the other DJs? We're looking for: 🎧 Old DJ sets 📻 Stream recordings 🎙️ DJ and presenter names 🎵 Artists featured on the station 📸 Logos and artwork 💻 Old website screenshots 📅 Show schedules 📢 Jingles and station IDs If you've got anything from **Embracive Radio**, post it below. Every little piece helps us rebuild the history of North East internet radio. --- **WGR Old Online Radio Stations Archive** *Remembering the internet stations, DJs and underground music projects of Teesside and the North East.*