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LBC presenter James O'Brien paid tribute on air on Monday, telling listeners: "If he didn't invent the genre of radio that we all attempt to provide you with every day, then he certainly revolutionised it."

It's also sparked suggestions that it could switch a new generation of young listeners on to classical music.

Particularly fun for sharp-eared listeners are the many early rock and R&B references on “Horses.”

The new branding campaign has its roots in iHeartMedia’s research that listeners turn on the radio for more than just music and information.

Uchis is among pop’s foremost fantasists; her music invites the listener to get lost in an expertly appointed dreamland.