ILIVE RADIO is a groundbreaking multi-channel internet radio station serving Toronto’s Lakeshore West community and beyond. Their mission is to revolutionize the way audiences listen to radio by bridging the digital generation gap and producing quality programmes you won’t hear on mainstream radio.

The station’s European operations manager for iLive UK and iLive Radio UK, Jairzinho Morris (aka DJ Jairzinho) spoke to The Voice…

When was the station formed and by whom?

iLive Radio was launched 5 years ago in Toronto, Canada by iLive Music’s CEO Jason Henry an ex pat from the UK, who’s contribution to the UK music industry and broadcasting services is more than just another entrepreneur building a business like any other.

I am the station’s European operations manager for iLive UK and iLive Radio UK and alongside Lucia Dee (Toronto) are responsible for the programming schedule and diverse music that get played during auto pilot hours.

What’s your radio experience/background prior to the radio station?

I have over 30 years of playing music to varied audiences, musically entertaining at friends and family functions and presenting shows on stage and on community radio stations. I started with the guidance of my late father who like many others used to host house parties within the Caribbean community.

What’s the mission of the station? Who do you serve and how would you describe your content?

iLive UK’s mission is to revolutionise the way audiences listen to radio by bridging the digital generation gap and producing quality programmes you won’t hear on mainstream radio.

Driven by digital innovation and software technology, iLive UK provides listeners with three distinct avenues to stream music: web, video and mobile. From gospel and blues, reggae to jazz, house and hip hop, our remit is to make great music accessible to everyone. We enrich the lives of our local and community and beyond by airing programmes made by musicians and artists who represent the diversity of the music and arts culture. And that’s not all!

We also provide training opportunities to those who wish to learn studio production skills, and other aspects of running a multi-channel internet radio station.

Managed by volunteers and a volunteer board of directors, we’re making strides to foster the intergenerational transmission of music knowledge in today’s new digital age.

“We also provide training opportunities to those who wish to learn studio production skills”

Jairzinho Morris

iLive Radio and its community engagement organisation was created to serve its members/followers/supporters/listeners by bridging the gap between mainstream and local talent. We are more than just a radio station. iLive is a multi faceted company that facilitates for those who wish to take their chosen craft to that next level.

With a plethora of talented staff from all walks of life iLive focuses on bringing out the best in each other and is at our core a family with morals and high standards.

Name some of your presenters…

There’s me, Dazzle UK (Fox, Os G, Jules, Big T, Chrissy, Drew), MusiCollektive, (DJ Magic Jay, Shay, DJ Express) – Who Loves AfroBeats, (Merch Millions, Bwoy Wonder, Amina, Jenny) – The Hip Hop Soul Show Miss Law, DJ Deepsound, Sims Mode, Claudz aka Miss Ouch! Mr. C, Mixmaster Caesar,The Baroness, Paolo Large, Draya Ivy, Taxman, Ra Hendricks and Vee Swizzle.

What reaction have you had to the station from the public?

The reaction iLive UK has gained from both visitors and listeners to the radio station has been overwhelming, having only been on air and operational for under a year. iLive has carved out its own lane and with the blueprint from its brother station in Toronto, a path has been laid which encompasses not only those musically talented independent artists that go unheard but embraces its youth within its community by opening up its doors and inviting leaders and members of the community to voice themselves in a positive way. iLive UK also offers the youth a way forward in challenging times, by speaking to individuals about what they would like to see change within their community. Offering internships for post and under graduates who are looking to start a career in broadcasting.

What plans do you have for the station’s future?

iLive as an organisation are always looking to the future as the world continues to evolve technology.

Over the past 5 years iLive has made it’s mission to re-introduce great music back to the world and provide opportunities for lesser known artists to share the stage with established artists/bands, allowing them to create relationships and embrace the experience.

To date we have achieved this to great success working with artists such as Omar Lyefook, Carl McIntosh and Loose Ends, Glenn Lewis, Jazzy Jeff,  Mark De Clive Lowe, The Floacist and Zo! from Foreign Exchange alongside a host of independent artists such as Gwendolyn Collins, Shi Wisdom, The Recipee, Ray Robinson and many more through iLive Toronto’s festivals, events, workshops and artist incubation programmes.

iLive UK will be following the same model established by the Toronto entity and leveraging the solid relationships it has built up over the last 5 years. Our first foray into this arena came when iLive UK hosted it’s first Soulfest Lounge UK in partnership with Floradio, Raw Soul Radio Live, Solar Radio and Anthony Outkast in September 2019 featuring UK’s songstress Sheila Prospere and Toronto’ Ray Robinson.

We will be developing community engagement programmes, covering a variety of subjects around radio broadcasting. We will be creating incubators for young artists to perform and network in a bid to continuing to build an already strong musical landscape.

As a station we will continue to grow, giving access to all who wish to learn and develop their own content. To really become a community hub.

Are you on air despite the current global crisis?

We, at iLive UK, take this crisis very seriously and have taken the necessary steps to ensure the safety of our presenters. During this time, we continue to broadcast with our DJs/presenters providing pre-recorded content as well as doing live shows from their respective locations. We feel it is important that we maintain a presence and provide the programming people have come to expect during this, most difficult of times. Continuity is the key.

How would you explain the personal ‘magic’ that the radio provides compared to TV?

What traditional internet radio lacks in visuals, it more than makes up for in depth of colour of content and direct accessibility to the audience. To us the magic of radio is radio. It’s the voice of the people, its something you can listen to, influence and even create with a distinct path to the local and global community.

This is the mantra of iLive both here and in Toronto. Our goal is to change the way you listen to radio.

Visit:http://i-liveradio.com/