Posh mixtapes

The emerging BBC Sounds app will apparently offer special mixes. This is usually the territory of DJs and celebrities, but the BBC s looking for four producers on fixed term contracts.

"Producers will work with the Editor of BBC Music and relevant Network music teams to devise and deliver new Mix and Playlist brands targeting an under 35 year-old audience. The Producers will work as a group to develop new mix brands that meet audience need states.

"The Producers will curate new brands assigned to their network and manage curation relationships with network Talent and Production. They will deliver existing brand extensions and mix formats for networks (eg R1’s Summer Mixes). A Central Producer will work on TV opportunities and brands of multiple network." 

A Google search on need states produced this: "A need-state is defined by a group of consumers who seek similar product benefits and attributes in a particular usage occasion.  Need-state segmentation overlays usage occasions onto attitudinal classifications."

James Stirling is Editor of BBC Music. He likes The National, Radiohead and Joy Division. If that helps...