Serendipitous. The best things in life always are; when you least expect it, a wonderful thing occurs. So it was that I was walking through New York’s East Village, perhaps the most Bohemian, culturally progressive and creativity-rich district of the city, when I came across a shop front.

For somebody who detests shopping, it must have been something very special which made me stop dead in my tracks, cause a line of people behind me to shunt each other bumper-to-bumper, and turn back to inspect the shop window further. I had discovered the home of East Village Radio; not a shop at all, but an independent radio station broadcasting from a former retail floor.

In the East Village, there is an unwritten decree that forbids convention, and, in this day of prohibitive legislation, permits innovation, originality and contrast. EVR is a radio station that meets this remit unquestionably, and embodies the cultural vitality of its surrounding environment. It is dedicated to playing the most eclectic mix of music imaginable, and its broadcasters are passionate experts in their preferred genres. It also has a significant Brooklyn influence, complete with the beats and grooves which so characterise this other New York cultural hotspot.
But alternative does not mean financial hardship. Frank Prisinzano, Director of EVR, sees the enterprise as a fusion of the College radio mentality, which supports broadcasters and artists trying to ‘break the mould’ and offer new ideas, tastes and thoughts, whilst also making the station a viable business prospect. It must be financially successful.
EVR started out in 2003, transmitting on FM, but is now internet-based. Its first members of staff had been working in pirate radio, and got their inspiration for ‘college-commercial’ radio from the WFM New station. EVR benefits handsomely from the dues paid by record labels and shops, eager to get new music on the data waves. Academy Records, Boundless and Turntable Lab all feed their latest and greatest through EVR.
Passion drives the station. “We want to give a platform to people who otherwise wouldn’t have a platform,” says Steve Cohen, EVR Station Manager. This is done by setting up the radar, and searching for the best blips. The result of this is an impressively diverse programming schedule, which takes in ‘20s jazz, gay-orientated electronic, minimal techno and a classic hip-hop show.
Although dialogue does not figure hugely at the moment, there are plans to introduce more chat.  But it won’t be Moyles-esque rubbish: it will be the talk of true aficionados. East Village Radio will be feeding its listeners with inspiration, and hopes to attract more support via its revamped website, due to be released in May 2008. Cohen calls the approach to music at EVR “academic;” a lot of research goes into sourcing the best of the latest, and collaborating with record shops to forecast the new wave in each genre.
Although EVR has recorded listeners in 117 countries, Cohen admits that there has not really been much of an effort to promote the station. In line with the revamped website, there will be more cross-promotion, including a link from the new Globalist website, branding on buildings and a presence at relevant music events. The station itself hopes to offer recording facilities, and become a portal for music enthusiasts and professionals the world over.