Ten years in the past, in case you switched on a mainstream radio station, you knew what to anticipate. You possibly can virtually assure the perky male presenter, the inane ramble, and the tedious rotation of the identical 20 songs at the moment within the charts. By and enormous, it was a fairly predictable media panorama. And for somebody like Femi Adeyemi, the co-founder of NTS Radio, it didn’t symbolize the varied tales, music and those who London needed to provide.
“We have been surrounded by so many various, proficient folks in music, artwork and vogue that weren’t getting the popularity I felt they deserved,” he tells CR. “These platforms didn’t spotlight the variety of what was taking place, or what London was about.”
On the time, Adeyemi was experiencing this himself immediately, working as a DJ and making an attempt to interrupt into radio however feeling like he in some way didn’t match into that world. After assembly enterprise accomplice Shaun McAuliffe, and bonding over a love of the capital’s underground scene, the pair determined to launch NTS Radio in 2011 as a substitute for the mainstream. “I requested myself why nobody else had ever tried to play the whole lot directly,” he explains of the station’s early days. “You may have a jazz present with a rap present and a steel present all linked collectively, and that’s what we tried to realize with NTS.
“What we did with our programming from day one was take our listeners on a musical journey. You may hearken to all these items that really feel totally different, however have a story that runs by them – nearly like a temper or a sense that’s just like a narrative. It’s like totally different chapters with a working thread that’s constant. And that’s what made us stand out.”
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