Top music execs at both Radio 1 and Kiss have predicted that British guitar music is due for a big mainstream resurgence in the near future.
Speaking to Music Week magazine in an exclusive interview today, Kiss programme director Andy Roberts said: "We're probably waiting for guitars to come back."
He suggested that mainstream British music tastes were "going through a Euro pop phase"; one that could soon come to an end.
"The last time we had [this] we had Whigfield and Corona," added Roberts. "I remember that as a kid and something came, the guitar stuff - Oasis and Blur. We're due guitars [again] but I think they'll be a fusion of something we'll all be able to play."
Responsing to the interview on Twitter today, Radio 1 and 1Xtra head of music George Ergatoudis (pictured) agreed with Roberts' statement.
Although some quarters have criticised the lack of indie rock music played on Radio 1 this year, the station has proven itself a strong supporter of heavy British rock acts such as Bring Me The Horizon, Bullet For My Valentine and The Blackout.
Ergatoudis said: "Interesting.Kiss boss@RadioAndy in@Music_Week: 'We're probably waiting for guitars to come back'. Guitar music is definitely on the way back."
Pick up the new Music Week magazine, out today, to read our Andy Roberts interview in full.