On The Radar Radio
On The Radar Radio is a Brooklyn-based hip-hop media platform founded in 2018 by Gabe P that produces exclusive freestyle performances and artist interviews distributed via YouTube, Power 105.1 radio, and major streaming services, serving emerging and established artists and brand advertisers.
- Company typePrivate
- Founded2018
- HeadquartersNew York, United States
- Headcount1–10
- GTM typeB2C
- OfferingDigital Commerce or Content
What On The Radar Radio does
On The Radar Radio is a privately-held hip-hop media platform founded in 2018 by Gabriel Pabon (Gabe P) and headquartered in Brooklyn, New York. The company produces exclusive freestyle performances, live interviews, and music content primarily distributed through a YouTube channel with over 100,000 subscribers, supplemented by a weekly live radio broadcast on Power 105.1 every Friday from 8pm-10pm and presence across Apple Music, Spotify, YouTube Music, Deezer, and Audiomack. The platform operates at a high content cadence of 10-12 new episodes per week and has hosted a roster spanning from pre-breakthrough artists (Ice Spice, Fivio Foreign, GloRilla) to top-tier talent (Drake, Central Cee, Ice Cube, Akon, Skepta, Big Sean, Common), gaining cultural traction through viral moments such as the 2023 Drake and Central Cee freestyle and an exclusive BET Awards 2024 showcase.
The business spans four integrated product lines: the core On The Radar Radio content platform; On The Radar Records, a wholly-owned record label subsidiary releasing artist tracks; OTR Shop, an e-commerce merchandise storefront; and OTR Advertising, a tiered direct-sales advertising offering ranging from $500 banner placements to $10,000 homepage takeovers. Brand partnerships include Billionaire Boys Club (Music Month 2024), Puma, Monster Energy, Paper Planes, and Tommy Hilfiger, and the company maintains a Brooklyn recording studio with a signature visual identity. The team is small (1-10 employees) and founder-led, with no disclosed institutional funding.
Commercially, On The Radar serves two primary customer segments: (1) artists — both emerging underground acts seeking visibility and established stars seeking authentic freestyle platforms — and (2) advertisers (brands, record labels) buying paid placements on the platform. Pricing is publicly disclosed and project-based across five advertising tiers. Revenue also derives from streaming royalties and merchandise sales, though absolute financials are not disclosed. The company has received founder-level recognition (Forbes 30 Under 30 for Gabe P, April 2025) and earned media coverage across Forbes, Hypebeast, Billboard, Rolling Stone, and Complex.
On The Radar Radio firmographics
Firmographics- Name
- On The Radar Radio
- Legal name
- On The Radar Radio
- Website
- https://ontheradarradio.com
- Company type
- Private
- Founded year
- 2018
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- On The Radar Radio is a Brooklyn-based hip-hop media platform founded in 2018 by Gabe P that produces exclusive freestyle performances and artist interviews distributed via YouTube, Power 105.1 radio, and major streaming services, serving emerging and established artists and brand advertisers.
- Ownership category
- akta.pro rank
On The Radar Radio industry classification
Industry- Product category
- Music Media Platform
- NAICS
- Radio Broadcasting Stations (516110), Record Production and Distribution (512250)
- SIC
- Radio Broadcasting Stations (4832)
- akta.pro primary industry
- Radio Streaming & Catch-Up Audio Platforms (MPAIADAJ)
- akta.pro secondary industries
- Radio Content Production & Studios (On-air Production, Imaging, Jingles) (MPAIAEAL), Radio Network Distribution & Programming Services (Syndicators, Format Providers) (MPAIAEAH)
Keywords
Where On The Radar Radio is headquartered
LocationHeadquarters
- HQ city
- New York
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
On The Radar Radio business model
Business model- GTM type
- B2C
- Offering type
- Digital Commerce or Content
- Cost components
- Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure
Revenue model
- Advertising Packages: The platform offers multiple advertising tiers including Homepage Takeover ($10,000 for 72 hours), Artist Spotlight ($1,500), Blog Publication (one-off fee), Pop Up Advertising ($1,000), and Ad Banner Advertising (from $500). These packages target brands, music artists, and record labels seeking exposure to the platform's audience.
- OTR Shop: E-commerce storefront selling On The Radar branded merchandise and products.
- Streaming Revenue: Content distributed through Apple Music, Spotify, YouTube Music, and Deezer generating streaming revenue. The platform maintains an Audiomack channel as well.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| One time/ perpetual license | Pay-as-you-go | Homepage Takeover - Premium full-site advertising takeover including Artist Spotlight, Permanent OTR Blog feature, and Pop Up Ads across every page |
| One time/ perpetual license | Pay-as-you-go | Artist Spotlight - Exclusive spotlight featuring music videos with homepage ad banner placement |
| One time/ perpetual license | Pay-as-you-go | Blog Publication - Permanent brand or press article on OTR Blog |
| One time/ perpetual license | Pay-as-you-go | Pop Up Advertising - Homepage and inside page pop-up ads for brand promotion |
| Unit Pricing | Pay-as-you-go | Ad Banner Advertising - Homepage and inside page banner placements |
Go-to-market motion3 records
Distribution channels5 records
Marketing channels9 records
On The Radar Radio product offering
Product offeringCore offering
On The Radar Radio is a music media platform that produces and distributes exclusive hip-hop freestyles, live performances, and artist interviews primarily through its YouTube channel (100,000+ subscribers) and a weekly live radio broadcast on Power 105.1 every Friday 8pm-10pm. The platform monetizes content through tiered digital advertising packages, branded merchandise via the OTR Shop storefront, music releases via its On The Radar Records label arm, and royalties from streaming on Apple Music, Spotify, YouTube Music, Deezer, and Audiomack.
Product overview
On The Radar Radio is a music media platform centered around its core YouTube/radio show featuring exclusive hip-hop freestyles, live performances, and artist interviews. The platform operates as a unified offering with several integrated components: On The Radar Radio (the flagship content platform), On The Radar Records (its record label division producing releases), OTR Live (live streaming broadcasts on Fridays), and On The Radar Classic (a legacy artist performance series). Additional services include OTR Shop for merchandise and OTR Advertising for brand partnerships. The platform serves as a discovery hub for emerging and established hip-hop artists.
Differentiator
Problem solved
Functional benefit
Brands
- On The Radar Records: The record label arm of On The Radar Radio that releases music and freestyles including artists like Emite Unico, M'Dep, and collaborations with Drake, Ice Spice, and others.
Products and services
- On The Radar Radio Flagship music media platform and YouTube show featuring exclusive hip-hop freestyles, live performances, and interviews with underground and established artists. The platform serves individual music fans globally and produces 10-12 new episodes per week.
- On The Radar Records Record label arm of On The Radar Radio that releases freestyles and music content from featured artists, including collaborations with Drake ft Central Cee, Ice Spice, Emite Unico, and M'Dep.
- On The Radar Classic A series designed to celebrate legendary artists and their timeless music, inviting iconic performers such as Akon and Ice Cube to revisit their celebrated tracks in a raw and intimate setting.
- OTR Live Live streaming broadcast of On The Radar Radio, airing live every Friday 8pm-10pm on Power 105.1, allowing fans to tune into shows in real time.
- OTR Advertising Packages Tiered advertising solutions for brands, music artists, and record labels seeking exposure to the platform's audience. Packages include Homepage Takeover ($10,000 for 72 hours), Artist Spotlight ($1,500), Blog Publication (one-off fee), Pop Up Advertising ($1,000), and Ad Banner Advertising (from $500).
- OTR Shop E-commerce storefront selling On The Radar branded merchandise and products to individual fans.
Quantifiable outcome
- Over 100,000 YouTube subscribers
- +3 more outcomes
Companies that use On The Radar Radio
Customer profileNamed customers18 records
Segments3 records
Ideal customer profiles3 records
On The Radar Radio technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
On The Radar Radio partnerships and signals
Strategic signalPartnerships
Eight partnerships are on record, tiered core and minor.
- Billionaire Boys ClubcoreIn honor of Music Month this June, esteemed streetwear brand Billionaire Boys Club joined forces with On The Radar for a special collaboration to celebrate the occasion. This partnership combined streetwear fashion with music culture, likely featuring exclusive co-branded content or merchandise.
- Power 105.1coreOn The Radar broadcasts live every Friday 8pm-10pm on Power 105.1 radio. This partnership extends the platform's reach to traditional radio audiences in the New York area and provides legitimacy through association with the established radio station.
- AudiomackminorOn The Radar maintains a presence on Audiomack for music streaming and content distribution. The platform also distributes through Apple Music, Spotify, YouTube Music, and Deezer.
- Devvon TerrellminorR&B artist Devvon Terrell provided studio space in Brooklyn that On The Radar used before moving into their own dedicated recording facility. The studio space featured a ceiling lined with white foam and a massive black screen with the show's signature logo.
- PumaminorBrand logo appears on the On The Radar website alongside Monster Energy, Paper Planes, and Tommy Hilfiger, indicating advertising or promotional partnerships.
- Monster EnergyminorBrand logo appears on the On The Radar website alongside Puma, Paper Planes, and Tommy Hilfiger, indicating advertising or promotional partnerships.
- Paper PlanesminorBrand logo appears on the On The Radar website alongside Puma, Monster Energy, and Tommy Hilfiger, indicating advertising or promotional partnerships.
- Tommy HilfigerminorBrand logo appears on the On The Radar website alongside Puma, Monster Energy, and Paper Planes, indicating advertising or promotional partnerships.
Scale indicators4 records
Recent moves1 record
Expansion highlights5 records
On The Radar Radio competitors and assessment
Company assessmentDirect peers
- Mass Appeal: Mass Appeal is a hip-hop-rooted media and label platform producing artist documentaries, freestyles, interviews, and original content. It overlaps directly with OTR's format of artist-driven content, hip-hop cultural authority, and operates both a content platform and a record label.
- Lyrical Lemonade: Cole Bennett's Lyrical Lemonade is the closest direct peer: a digital-first hip-hop media brand built around exclusive music videos, freestyles, and artist discovery, with a large YouTube channel, festival (Summer Smash), and merchandising arm. Both OTR and Lyrical Lemonade monetize artist discovery content through ads, merch, and live events.
- WorldStarHipHop: WorldStarHipHop is a long-running hip-hop/urban culture digital media platform built around exclusive video content, freestyles, and artist coverage. It competes with OTR for the same attention economy of hip-hop fans seeking unfiltered performances and viral moments, with similar ad-supported and brand-partnership economics.
- Power 105.1: Power 105.1 is OTR's broadcast partner and a NYC urban radio institution. It shares OTR's hip-hop audience, freestyle/interview format heritage, and NYC cultural identity, making it the most direct terrestrial-radio comparable even as the relationship is currently partnership-based.
Emerging players
- COLORS Studios: COLORS is a Berlin-based emerging music platform producing high-production live performance sessions (A COLORS SHOW) across hip-hop, R&B, and global genres. It is comparable to OTR as a digital-first artist showcase with brand-recognition cachet, though positioned in a more international and genre-diverse lane.
Broad incumbents
- Revolt TV: Revolt is a Diddy-founded hip-hop media network combining linear/streaming distribution with artist interviews, freestyles, and original shows. It is a broad incumbent in hip-hop media, overlapping with OTR's content categories but operating at significantly larger scale and with multi-platform reach.
- Genius: Genius is a lyrics and music-media platform with verified annotations, video series (Open Mic, Verified), and original artist content. It overlaps with OTR in producing artist-facing video content and hip-hop cultural authority but operates a broader catalog-annotation model.
- Boiler Room: Boiler Room is a global music broadcasting platform known for exclusive DJ sets and live performances, with strong cultural cachet and brand partnerships. It is comparable to OTR as a digital-first live performance brand but skews toward electronic, club, and global sounds rather than hip-hop.
- Hot 97 (WQHT): Hot 97 is the dominant NYC urban contemporary radio station and a long-time tastemaker for hip-hop freestyles and interviews. It is a broad incumbent in the same cultural category OTR operates in, with a much larger distribution footprint and incumbent advertiser relationships.
Others
- Audiomack: Audiomack is a music streaming and artist-discovery platform that serves as a distribution partner for OTR. It is comparable as an emerging hip-hop-friendly streaming ecosystem rather than a direct content competitor, and represents the broader creator-distribution stack OTR depends on.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
On The Radar Radio social profiles
Digital presenceOn The Radar Radio financial estimates
Financial estimateRevenue estimate
Valuation estimate
On The Radar Radio leadership team
Management profileNumber of profiles
Profiles1 record
On The Radar Radio subsidiaries and ownership
Company hierarchySubsidiaries1 record
On The Radar Radio funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
On The Radar Radio M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about On The Radar Radio
What does On The Radar Radio do?
On The Radar Radio is a music media platform that produces and distributes exclusive hip-hop freestyles, live performances, and artist interviews primarily through its YouTube channel (100,000+ subscribers) and a weekly live radio broadcast on Power 105.1 every Friday 8pm-10pm. The platform monetizes content through tiered digital advertising packages, branded merchandise via the OTR Shop storefront, music releases via its On The Radar Records label arm, and royalties from streaming on Apple Music, Spotify, YouTube Music, Deezer, and Audiomack.
Is On The Radar Radio a public or private company?
On The Radar Radio is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was On The Radar Radio founded?
On The Radar Radio was founded in 2018. It employs 1 to 10 people.
Where is On The Radar Radio based?
On The Radar Radio is headquartered in New York, United States, in the North America region.
How does On The Radar Radio make money?
Three revenue lines are on record. Advertising Packages are the primary driver. The others are OTR Shop and streaming Revenue.
Who are On The Radar Radio's main competitors?
Direct peers on record are Mass Appeal, Lyrical Lemonade, WorldStarHipHop and Power 105.1. COLORS Studios is listed as an emerging player. Broad incumbents are Revolt TV, Genius, Boiler Room and Hot 97 (WQHT). Audiomack is listed as an others.
Does On The Radar Radio have an API?
No public API is recorded for On The Radar Radio.
What industry is On The Radar Radio in?
On The Radar Radio's product category is Music Media Platform. Its primary akta.pro industry code is MPAIADAJ, Radio Streaming & Catch-Up Audio Platforms, with a secondary code of MPAIAEAL, Radio Content Production & Studios (On-air Production, Imaging, Jingles). Its NAICS code is 516110 and its SIC code is 4832.