NTS Radio
April 2011 is when it all started for NTS Radio and its founder, Femi Adeyemi. Formerly a DJ on the London circuit – he even participated in the first Boiler Room stream in 2010 – his musical efforts eventually culminated in a low-key project in Hackney, UK, with a starting budget of just US$4,200. This project is now one of the most prominent online radio stations internationally. NTS offers a wide listening range from known classics and club cuts to national anthems, along with ambient, Caribbean magic, post-punk and countless more. With just a click, NTS cuts through genre-defined borders in a singular, personalized experience, allowing listeners to create their own narratives and discover something for any mood, occasion or taste.
With stations based in London, Manchester, Los Angeles and Shanghai, NTS Radio produces more than 200 shows, broadcasting live content from over 30 cities every month. While NTS counts itself among the more ambitious independent online stations available, they are also heavily shaped by a sense of community – one comprising diverse voices, hosts, DJs and subject matter – that sharply and accurately reflects the world in which we live.
NTS has taken part in quite a few monumental musical events, one of which was a Warp Records 30th anniversary takeover, which offered exclusive sets from the likes of Aphex Twin, Danny Brown, Kelela, Yves Tumor, Brian Eno and Death Grips. Autechre’s four-week residency, which comprised four shows, stretched into an eight-hour playlist of as yet unreleased material, then became their thirteenth studio album, titled NTS Sessions 1–4.
Besides delivering music from a wide range of artists and livestreaming from museums such as ICA London (Institute of Contemporary Arts) and Tate Modern, NTS also expands their musical palette through apparel. They produced their own merch and also teamed up with a business giant, Adidas for a capsule collection with the radio’s official tagline, “Don’t Assume,” (borrowed from a free-jazz LP by singer Maggie Nichols and pianist Peter Nu, released on Leo Records in the late ʼ80s). The result of the collaboration, unveiled earlier this year, was eight pieces inspired by football culture and the local scene. The collection was brought to life by diverse musicians who also hosted special radio shows for the occasion.
Adeyemi’s draw towards music dates back to early childhood. His twin aunt and uncle had musical tastes ranging from Fela Kuti to Boy George and Madonna. His aunt bought him his first cassette, a tape by Arrested Development, when he was ten years old. “I’ve been obsessed with music ever since,” he admits. We sat down with Femi to discuss his love of any and all music and how he navigates this ever-growing world with apparent ease.
“It’s simple. Really, we only want to work with people who have a similar ethos and approach to what they do.”
It’s tough out there, especially for an independent station. What kept you going all these years?
We just love what we do. We have so many incredible DJs and hosts who play so much equally amazing music. Also, what makes it all worthwhile is the fact that people around the world are getting to discover all this music because of what we do.
How do you make NTS a sustainable venture, given that it is an independent, online, free and contemporary radio station?
Occasionally we do music consultancy work for major brands in the form of events, playlisting, radio and video content, etc. We also do a lot of merch that has become popular over the last few years.
NTS takes its name from the saying “Soup to nuts,” meaning “from beginning to end.” I see it was flipped to make NTS “Nuts to Soup” making it “From the end to the beginning.” Why?
I could really get into a deep philosophical reason why we chose the name, and there is one, trust me. But to not go overboard, and to keep things simple: it’s a quote I took from Homer Simpson (I’m a huge Simpsons fan; at least, I used to be).
Is this the first time you fronted your project to such extent?
No, I’ve tried a bunch of things in the past, including an ethical cleaning company called Suite Boy. My partner Sean has also had various previous projects. But NTS was the first one we gave full dedication to. I must say, though, radio was the trickiest to start, but somehow it just made more sense than everything else I’d ever done before.
The station was well received from the start. Did that affect your work to some extent? Did you ever feel pressured that you have to do/give more?
To be honest, not really. We’ve always been pretty confident in the quality and consistency of what we do, whether it’s via the radio, events, or merch. We’re continually trying to challenge ourselves to put out the best possible stuff and do the best we can.
The whole perception of online radio has completely shifted over the past few years. First it was just a playlist, and now it’s a full-on studio recording with live guests, etc. Where do we go from here?
Good question. I really wish I knew myself! I look forward to finding out, though.
NTS (and similar stations that broadcast such rich and diverse programming) really made all music accessible, at all times. But before starting the radio, where did you go to find the music you liked?
All over! Record shops, music magazines, The Box, MTV when they actually just played music videos, etc. But I learned the most from just being around similar people with a similarly wide-ranging taste in music and going to the clubs or venues that offered that. It’s obviously easier now with the Internet, and I learn a lot via NTS, but I still love moments when I’m out and hear a DJ that I’ve never heard of, playing tunes I’ve also never heard before.
You also used to DJ, and there was a point you played under the name Mr. Wonderful, right?
Yes, that was a name I used as a joke for my first ever DJ set at a bar in Camden. I couldn’t think of a DJ name, and I told the promoter it was a joke, and he put it on the promo anyway because he thought it was funny. It kind of stuck for a bit, but I dropped that a very long time ago.
What have you found recently that stood out?
There’s a young vocalist from London called Poison Anna, who works with a producer called Mobbs. They’re both really special, and I’m excited to hear more from them. Also, lately I’ve been into a band from the ’90s called Suishou no Fune. I heard someone play them on NTS, and I ended up buying all their albums that same evening.
“It really should just be a thing that everyone does, but doing what makes me happy has been an absolute highlight.“
How do you pick people you collaborate with?
It’s simple. Really, we only want to work with people who have a similar ethos and approach to what they do.
Personally, I think Autechre’s eight-hour playlist (divided in four sessions) is one of the most memorable collaborations/moments that ever happened at NTS. How did that come about?
That is definitely a personal highlight for me as well.
Autechre have been breaking the mold for decades, so it was a no-brainer to collaborate with them on that project and have them play. This kind of reinforces my last answer; it really is all about working with people who have a similar ethos.
Can you tell us about the best decision you’ve ever made?
I wouldn’t even say it was a decision. It really should just be a thing that everyone does, but doing what makes me happy has been an absolute highlight.
If you could pick a song that would serve as a soundtrack to your life, which would it be?
Damn! I don’t know. So many songs could fit. It’s like asking what my favorite song is; I wouldn’t be able to answer that either.
In an interview for
HYPEBEAST Magazine:
The Rhythms Issue
THIS STORY WAS ORIGINALLY PUBLISHED IN HYPEBEAST MAGAZINE ISSUE 26: THE RHYTHMS ISSUE AS "PLUGGED IN" FIND OUT MORE HERE.
THIS STORY WAS ORIGINALLY PUBLISHED IN HYPEBEAST MAGAZINE ISSUE 26: THE RHYTHMS ISSUE AS "All Roads Lead to Home." FIND OUT MORE HERE.
Exploring the depths of genre-less music with
Exploring the depths of genre-less music with
In an interview for
HYPEBEAST Magazine: The RhytHMS ISSUE
NTS Radio
“It’s obviously easier now with the Internet, and I learn a lot via NTS, but I still love moments when I’m out and hear a DJ that I’ve never heard of, playing tunes I’ve also never heard before.”
“It really should just be a thing that everyone does, but doing what makes me happy has been an absolute highlight.“