Primary school students from Sunderland interviewed several headline artists during a special segment at BBC Radio 1’s Big Weekend [1].

The initiative provided local children with direct access to global performers, bridging the gap between the community and the festival's high-profile guests. By centering the experience on the pupils, the event shifted the traditional interview dynamic toward a more engaging and spontaneous format.

The "Kids Ask" segment featured eight performing artists [1]. The lineup included Myles Smith, Ezra Collective, Holly Humberstone, Flo, Maisie Peters, Dermot Kennedy, Florence Road, and Norman Cook, who is also known as Fatboy Slim [1]. The Wasia Project was also involved in the proceedings [1].

Organizers said the segment was designed to allow local pupils to ask their own questions, creating a fun experience for both the children and the festival audience [1]. The interactions took place within the Sunderland venue, where the artists stepped away from their performances to engage with the youth [1].

This approach to artist interaction differs from standard press junkets, which often prioritize industry-specific questions, by focusing on the curiosity of children. The resulting content highlighted the personalities of the musicians in a less formal environment [1].

“Local primary school pupils led a 'Kids Ask' segment”

The integration of local students into a major broadcast event like Radio 1’s Big Weekend serves as a community engagement strategy. By replacing professional journalists with children, the network generates high-engagement, 'human-interest' content that softens the image of celebrity artists and strengthens the festival's tie to its host city.