Orange and the BBC (1972)

Orange’s partnership with BBC DJs Rosko and Johnnie Walker powered roadshows, races, and one unforgettable 50,000-Watt rock’n’roll night.

Cliff Cooper, Founder and CEO, remembers turning up the volume: “Rosko is a larger-than-life character, even by DJ standards. He was adamant that his PA system had to be the loudest as well as the best. When Orange upgraded it to 4,000 Watts, he was overjoyed. Unfortunately, council health inspectors were less impressed, as such a high-powered disco PA exceeded the 113 dB limit allowed at the time. So Rosko had council officials following him around town, as well as young disco dancers. It was Rosko who helped get us the BBC Radio 1 Road Show contract, which was fantastic exposure for Orange.”

The Orange Road Show

Emperor Rosko looks back: “I was able to send Cliff the occasional bit of business, and in turn he was able to help me. I asked Cliff to build a cartridge machine for jingles, which the BBC used for over two years. Eventually, I talked him into making me loads of Orange gear at cost price. In return, I invented the Orange Road Show, a mobile discotheque that toured the UK.

“Both Cliff and I were very promotionally minded. A good example of this was ‘The Great Rock’n’Roll Show’ at Wembley, which featured just about everybody, with me as host and DJ between acts. We emptied every showroom and factory Cliff had to build a massive PA system — 50,000 Watts or something — which was unheard of at the time. The lineup included Chuck Berry, Bill Haley, Little Richard, and Roy Wood. I remember Chuck and Richard arguing over who would close the show. It was a huge event, and the stage was covered in Orange gear.

Radio 1, Stock Cars, and Surprises

Johnnie Walker rolls back the years: “Cliff and I soon formed a strong working relationship with the BBC, who used Orange PAs exclusively for their Radio 1 Road Shows. Rosko and I were both great ambassadors for Orange. When I needed sponsorship for my motor sport passion, Cliff was more than happy to help.

“I really wish I’d used Orange on my own show. The sound was great and the look unforgettable. Every amp was black, and then suddenly there’s this bright Orange unit with bold branding. But Orange was very much Rosko’s domain at the time, and I didn’t want to seem like I was copying him. I’d seen Stevie Wonder using Orange, and when I finally met Cliff, I was expecting a high-powered businessman.

“What amazed me was how mild and friendly he was, even a little shy, with a gentle voice. One thing I’ll never forget is how excited he was about sponsoring a stock car. I was just so grateful. But what really stuck with me was how different he was from what I’d imagined.”