Dr. Martens x No Signal Broadcasting Champions Youth Subcultures
Published 09 November 2022
Tapping into the power of subcultural youth, British footwear brand Dr. Martens has partnered with London-based radio station No Signal to showcase up-and-coming Black artists. The resulting broadcast series sees the former evolve its rebellious, youthful image and widen its appeal – Dr. Martens has historically been associated with majority white subcultures like mods and skinheads.
The series, On-Air (launched on November 1), is hosted by No Signal core member Scully and broadcast on his show, The Wavelength. It spotlights six emerging musicians: R&B singer George Riley and hip-hop stars Artyn, BXKS, Len, Scuti and GBNGA. Each episode unpacks the featured artist’s approach to music, self-expression, and their dismantling of rigid categories like rap and punk – a core aim of many creators who are looking to merge genres – reflecting Dr Martens’ rule breaking ethos.
A campaign video, pitched around the contribution of contemporary Black British youth culture to the future of the music industry, underscores hyper locality – each artist introduces their London neighbourhood.
Launched in 2019 as a club night in London by brothers David and Jojo Sonubi, No Signal soared in popularity as a cultural hub during the Covid-19 lockdowns. It comprises a radio station that broadcasts shows from London, Accra (the Ghanaian capital), Lagos (Nigeria’s largest city) and Toronto, and runs live events.
The On-Air series builds on initiatives such as Chanel 66 from US skate brand Vans. The broadcast platform was launched in March 2021 and is produced in Vans stores in locations including Chicago, Los Angeles and Mexico City. It aims to home in on communities, rather than entire cities, without jeopardising general interest – also a key strategic aim of On-Air.
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