BBC launched a new personalized music, radio and podcast app, BBC Sounds, that brings all of BBC’s live and on-demand audio content together under one service.

As BBC’s biggest product launch in more than a decade, the BBC Sounds app is designed to learn from listening habits so it’s unique to each person, and offers more than 80,000 hours of audio content. Targeted toward younger audiences who gravitate toward on-demand and streaming services more than traditional radio, the app is curated by the BBC’s top music experts and other artists, and aims to introduce listeners to content they may not have otherwise discovered.

“Radio is a unique and precious part of our lives and we’re innovating to secure its future for generations to come,” BBC Director-General Tony Hall said in a statement. “BBC Sounds is a standalone, and standout destination, bringing the best of everything we do in audio into one place. It allows us all to experiment – to explore new music, stories and ideas – to play with form and content. And it’s going to support a whole new generation of talent.”

The launch video, “Listen Without Limits” follows a woman as she’s joined throughout her day by celebrities such as Rita Ora, Wretch 32, Jared Leto, comedian Rachel Parris, Kylie Minogue, Tottenham Hotspur’s Son Heung-Min, Brian Cox, and Idris Elba, segueing between different music, comedy, discussion, opinion and documentaries from the world.

The spot was created by James Reynolds and Nick Robinson, and directed by Megaforce through Riff Raff.

Cutdowns of the spot will also run across BBC’s digital and out-of-home platforms across the UK. Havas Media Group and BBC Media Planning oversaw media planning and buying, Mother Design helped with design and branding, and BBC Creative and Somethin’ Else are handling social media.

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