The channel aims to create a platform for the development of new talent in Latvian hip-hop culture and to provide listeners with the opportunity to discover the latest and best Latvian rap music in one place.
The "HipHop Strāva" (HipHop Current) title ties back to the "Jaunā Strāva" intelligence movement at the end of the 19th century which supported a new way of thinking and popularized democratic and socialist ideas.
"Hip-hop, like "Jaunā Strāva" at the end of the 19th century, with its freedom of expression and breaking away from accepted standards, has brought a lot of vibrancy to Latvian cultural life. From an underground movement it has developed into the most listened-to genre among young people, in recent years it has become one of the most critically acclaimed genres and has not stopped introducing new musical talents, so in the future, gourmets of this culture and those who are ready to explore it will have the opportunity to experience the Latvian "HipHop Strāva" from anywhere in the world," says Toms Putniņš, Editor-in-Chief of Latvian Radio 5.
Unlike the linear radio airwaves, the "HipHop Strāva" internet channel will also feature compositions that contain expletive language.
"HipHop Strāva is an editorially considered and widely discussed decision. Reaching young audiences is almost the biggest challenge for any media in the world. We need to move with the times to find a way to get on young people's phones and playlists when consumption is overwhelmingly dominated by on-demand content in English.
"The new online channel is a sensible compromise to achieve several objectives: it is content relevant to young people in their mother tongue and in its original sound, which in parallel allows the debate on the validity of using non-normative vocabulary in art and censorship in music to be kept alive. It is the responsibility of the public media to make people think about meaning and substance because not every text with swear words can be considered art," explains Ieva Aile, Member of the Board for Programme and Service Development at Radio Latvia.
"HipHop Strāva" currently features around 1,000 different rap songs created in Latvia. The stream includes a wide range of artists - ansis, Gustavo, Ozols, Edavārdi, Steps, Prusax, rolands če, Wiesulis, Marko, Hotte, Artūrs Skutelis, Ods, Goča, Kreisais Krasts, xantikvariāts and others.
Internet radio "HipHop Strāva" is available here and on the Latvian Radio mobile app.
