blog post Winnipeg’s Streetz FM caters to urban Aboriginal youth market

CBC Music asked David McLeod, CEO of Native Communications Incorporated, to write about Streetz FM this week for its campaign to be named Winnipeg’s favourite radio station. What makes Streetz so unique? Let’s let them tell you.

Streetz FM is by and for the city's youth. “Winnipeg’s number one urban station" has been on the air now for two years. The radio dial at 104.7 FM is a unique format that focuses on the best dance, R&B and hip-hop music. Both mainstream and local music is mixed with a specific focus on urban aboriginal music as well.  

The station also represents the growing diversity of Winnipeg. The city's current aboriginal population is estimated to be nearing 90,000 and the Filipino population is estimated to be at least 70,000 and growing strong. The recent addition of on-air personality Mike Delacruz (known as DJ DLO) affirms the station’s commitment to Winnipeg's urban music fans. DJ DLO is a respected DJ from the Filipino community who has mixed for thousands of celebrating music fans.

The program director and morning show host is Melissa Spence, a young First Nations woman with a true passion for all music that is great. She is also the former host of Radio 3’s Ab-Originals podcast.

 "There's never been a station as diverse and unique as Streetz in Winnipeg ever, maybe even Canada overall,” says Spence. 

“For that, I'm very grateful and lucky to be a part of something so special. We are a direct reflection of our demographic and our listeners appreciate all that sets us apart from other stations."

Streetz FM is the sister station to Native Communications Incorporated, which owns and operates a provincial radio network with 59 rebroadcast tower sites located from Winnipeg to Churchill, Man.

It was the vision of Native Communications Incorporated to launch a station that would showcase urban music and to have young talent as the voice behind the microphone. Streetz FM was approved by the CRTC in 2008. David McLeod, the CEO of NCI, was very active in the application and early development process.

"There were several non-believers that we proved wrong,” says McLeod. “The station grew from consultations with aboriginal students in both university and college. Everything from the logo, the music, to the talent is youth driven. We tapped into Winnipeg's youth and made their vision a reality."    

Streetz FM has been voted "Winnipeg's favourite radio station" in the local arts newspaper Uptown magazine for the past two years. This showcases the fact that an independent station can hold its own when commercial conglomerate radio take-overs are becoming the norm, says McLeod.

This year the station has invested in billboards and an advertising campaign to further make itself know. The station hopes to now garnish "favourite station of the year" in Uptown magazine’s annual "Best Of" issue. Streetz FM has won the title for two consecutive years. Morning show co-host "Big Will" Prince won favourite personality in 2011.

You can vote by logging on to Uptown. Voting’s open until noon on Thursday, May 3.

You can vote by logging on to Uptown.

Related links:

Aboriginal supergroup Indian City releases first CD: Supernation

Flying Down Thunder and Rise Ashen bring Algonquin back

Melissa Spence on Radio 3

Streetz FM