How a Hackney pirate radio experiment became a global music powerhouse
In short: Founded in 2011 on a modest 5,000 pound budget, NTS Radio evolved from a local London project into a global platform with 6 million monthly listeners. By rejecting traditional radio constraints and prioritizing total freedom of expression, it has become a vital hub for underground artists and record collectors worldwide.
NTS Radio was established in 2011 by Femi Adeyemi, who drew inspiration from his love of pirate radio, US college stations like WFMU, and the vibrant community surrounding the London nightclub Plastic People. Adeyemi, who had previously co-founded Boiler Room, sought to counter a homogenous radio climate by creating a space that prioritized diversity and niche sounds. The station's name is an abbreviation of 'Nuts To Soup,' a blog Adeyemi previously managed. After teaching himself to stream, he recruited an initial audience through simple posters placed around London, which drew nearly 60 interested people—far exceeding his initial expectations.
The platform's success is rooted in its curatorial philosophy, which eschews traditional radio formats where hosts are told what to play. Instead, NTS empowers over 700 resident artists, DJs, and record collectors to exercise complete creative freedom. This approach has attracted a vast international community, with listeners tuning in for everything from exclusive premieres by artists like Arca and Death Grips to the station's 'Infinite Mixtapes,' which now account for 20% of its streaming figures. The station's influence is so significant that approximately 40% of the music played on NTS is unavailable on Spotify.
While NTS remains a champion of the underground, its scale has expanded significantly. In June 2023, Universal Music Group acquired a shareholding between 25% and 50%, becoming the platform's largest shareholder. Despite this corporate involvement, NTS continues to operate as a cultural institution, collaborating with partners like Netflix, Adidas, and the Tate Modern. It also maintains a commitment to artist development through programs like 'Work In Progress,' supported by Carhartt and Arts Council England. From its humble beginnings in Hackney, NTS has cemented its status as a tastemaker, winning accolades such as the 2014 Best Online Radio Station award and the 2019 Outstanding Contribution award from DJ Mag.
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- Summary by Intellect · source: NTS Radio
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