Northern Ireland-born radio promotions executive Vicki McCall has launched On Aire, a new company offering artist-focused radio plugging, strategy, and consultancy. With nearly a decade in the business, McCall is bringing a fresh, thoughtful approach to campaigns, prioritising artists’ long-term growth and creative vision.

The launch follows McCall’s departure as Head of National Radio Promotions at Listen Up, where she spent eight years and played a key role in high-profile campaigns for artists including RAYE, Doja Cat, Sammy Virji, Jelani Blackman, Headie One, Becky Hill, DJ Zinc, AntsLive, Ahadadream, and Bawo. A career highlight was leading the national radio strategy for RAYE’s My 21st Century Blues and its chart-topping single Escapism, which broke records and earned widespread acclaim. Her contributions to the industry were recognised with a Special Recognition nomination at Music Week’s Women in Music Awards 2023.

McCall has built her reputation on delivering innovative, multi-genre campaigns that make a real impact. With On Aire, she’s setting out to offer a more artist-centric approach, ensuring sustainable growth while supporting labels and independent artists alike.

Speaking about the launch, McCall said:

“I’m so excited for this new chapter, continuing to champion, support and develop artists and their music. The company name has a dual meaning – beyond the obvious reference to being ‘on air,’ ‘aire’ in Irish means ‘to care for,’ which reflects the approach I want to take: thoughtful, considered, and focused on long-term success. I care about the art, pushing the culture forward and giving artists the space to authentically share their stories. Radio is still one of the most powerful tools for reaching audiences, and I’ve seen how much it can help shape an artist’s journey.

“The continued focus for me is putting artists’ needs and long-term goals at the forefront, whilst achieving the best results, tailoring and developing each campaign with a strategic and mindful approach. I’m passionate about helping push things forward and making the industry as inclusive as possible.”

For artists and labels looking to take their radio strategy to the next level, On Aire offers a fresh, considered approach, built on McCall’s track record of delivering standout campaigns.