Before COVID, if anyone were to ask whether UK rap radio was dead, the answer would have been a resounding yes, often accompanied by a nostalgic rifling through memories of Channel U.
Why is that?
The advent of short-form content has significantly shortened audience attention spans, presenting a new challenge for artists. They must balance staying authentic while also meeting the demands of social media to achieve likes and follows.
Indeed, we have found new methods for creating and fostering communities, but creatives often grapple with the contrast between authentic representation and the drive for virality. Some artists struggle and lose their passion amidst the digital commentary and criticism, while others become captivated by the immediate gratification offered by social media. This can frequently result in a decline in what is recognized as artistic success today, especially as barriers to entry become higher.
This is where Victory Lap Radio comes into play. Launched by Joseph McDermott and aired on Balamii’s South London frequency, Victory Lap was created to rekindle real-life collaboration and creativity within the UK music scene. While adhering to lockdown restrictions, the Victory Lap team was among those who effectively utilized the metaverse (Instagram, X, etc.) to bridge the social distance gap. The saying goes, “You don’t know what you’ve got until it’s gone.” During the pandemic, this reality struck the scene hard, prompting conversations about whether the UK scene was losing its core essence, which was rooted in collaboration and lyrical exchanges.
While we often reflect on the greatness of past musical spaces, we seldom pinpoint the reasons for our longing. The reality is that both audiences and creatives yearn for the fundamental essence of creativity: the lack of judgment. Today, musicians often find their successes measured by metrics.
The founder of Victory Lap speaks with CLASH about the British underground scene, radio independence, and the importance of understanding why artists create and share their work.
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How did Victory Lap Radio come to existence? Who is on the team?
Victory Lap Radio originated from a trip to New York. A few close friends of mine, who are musicians and producers, recorded radio sets for enjoyment during our visit. We uploaded these mixes under the title Victory Lap. Upon returning to London, I resolved to create a show that showcased various musicians and friends whose music deserved greater visibility. I focused on getting people back into the studio after COVID-19, reigniting a collaborative music environment that we had missed due to years of limited human contact.
That’s when the show gained momentum. The primary goal was to restore the rawness and authenticity of collaborative music environments that we experienced in our cyphers.
What distinguishes an artist or track for you? What does your selection process entail for the show?
When artists inquire about appearing on the show, I advise them to keep honing their craft. Consistently producing quality work will undoubtedly catch my attention. We aim to support a diverse array of artists, both established and emerging. When scouting talent, I look for several traits, with a strong personality and character being top preferences. Growing up, I was a fan of wrestling, and I see musicians in a similar light—those with a strong brand, message, and image are the most compelling.
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How do you maintain a balance between mainstream music and new or underground sounds? Is this balance significant to you?
It’s crucial for me to establish a balance between mainstream and underground music. I’ve always desired to uplift underground sounds and support emerging artists. Maintaining this balance is vital because a strong underground foundation compels mainstream artists to reconnect with their roots.
Central Cee and Dave expressed interest in the show because it reflects the human aspect of early 2000s British Rap—a cultural experience they appreciated in their youth. The platform has played a key role in re-humanizing these superstars, which is especially significant in the age of social media, where we often consume more than we create. Their participation in the show emphasized their creative beginnings. The highlight of the show was pairing emerging artists with established ones, fostering development for all. Victory Lap has emerged as a link between the underground and mainstream music scenes.
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What has contributed to the strong community around Victory Lap Radio?
Passion is contagious; if people see you genuinely engaged in something you love, they’re likely to want to be part of it or support you.
How does Victory Lap Radio assist new artists?
Currently, we provide a platform for them to share their music. We also strive to secure live performance opportunities for the artists featured on our show. There are limited avenues in London for underground artists to be heard; many platforms are industry-managed, leading to a repetitive lineup of established artists, which can grow tedious. Our platform offers a chance for up-and-coming artists to collaborate and learn from their more established peers.
Ego does not have a place in the Victory Lap studio.
How does your platform influence music trends?
I believe we’ve been effective in reviving live rapping on radio during a time when media
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If you had inquired pre-COVID whether UK rap radio was dead, most would have replied affirmatively with a confident nod and immediately delved into their pockets to retrieve memories of Channel U.