On The Radar Radio: The Freestyle Lab

A minimalist green screen. A microphone on a stand. An artist in front of the camera. This deceptively simple formula was all it took for Gabe P to create one of the most influential platforms in the music industry today. If you've been on social media in the last five years, you've undoubtedly come across one of those signature videos where a rapper, whether established or emerging, lays down their verses over a hypnotic beat, all filmed with an instantly recognizable aesthetic. Welcome to the world of "On The Radar Radio"—the spiritual heir to the great hip-hop media that have shaped every generation, from "Rap City: Tha Basement" to "Sway in the Morning."

From closet to media empire

When Gabe P released "On The Radar" in 2018, no one would have bet on its meteoric rise. A student at St. John's University and an intern at Power 105.1 under the tutelage of Angie Martinez, the Long Island native spotted a glaring gap in the media landscape: the absence of a platform that showcased the next generation of artists.

“I saw what was happening with rappers from the SoundCloud era. They were often looked down upon by the older generation, who didn’t understand their aesthetic,” Gabe P told Complex in an interview. “I thought someone had to give these artists a fair shot.”

This intuition first materialized in a modest format: a weekly interview in an empty closet at the iHeart Music studios, filmed between two social media management assignments for Power 105.1. With neither a budget nor a team, these confidential beginnings were far from predicting the media storm that would follow.

Then came the pandemic—that paradoxical moment when enforced isolation propelled "On the Radar" to new heights. Faced with the impossibility of filming in a studio, Gabe pivoted to Zoom interviews, significantly expanding his scope. "I was doing interviews with artists from all over the world—from the West Coast to African rappers, including interviews in Spanish that I had translated," he recalls.

The real turning point came in July 2021. Gabe brought together five New York artists for a freestyle session filmed in a new studio in Brooklyn, complete with a foam ceiling imitating clouds and a large black screen bearing the show's logo. This pared-down, almost austere format quickly became his visual signature.

The perfect alchemy: authenticity and virality

The magic of "On the Radar" lies in a rare balance between artistic legitimacy and viral potential—a holy grail many seek but few achieve. This alchemy crystallized in September 2021, when Bronx rapper Dthang delivered a freestyle of striking intensity. Filmed in a single take after he rejected a second attempt, the electrifying moment has now racked up over eight million views.

“He came in, checked with everyone, took the mic, and gave it his all in one take,” Gabe says. “When he asked if he could do it again to talk more, I told him, ‘No, it’s perfect like this.’ They left, and that’s literally all that happened. People think there’s a big story behind that freestyle, but there really isn’t.”

This raw authenticity explains the platform's outsized cultural impact. In a media landscape saturated with formulaic interviews and overproduced performances, "On The Radar" offers an unfiltered window onto pure talent. The artist, the mic, the beat—nothing else. This lack of frills paradoxically allows the most unique personalities to shine brighter.

This is precisely what propelled Ice Spice to the forefront of 2022. Her appearance on "On The Radar" caught Drake's attention, triggering a cascade of opportunities that transformed her into an international phenomenon. "People think they know you... I don't care if they don't," she declared with quiet confidence against that now-iconic green screen, unaware that those few minutes would radically change her trajectory.

The trend incubator shaping contemporary hip-hop

The influence of "On the Radar" extends far beyond its mere streaming platform. The medium has become a veritable incubator for musical trends, capable of amplifying—and even creating—entire movements. The most striking example remains "sexy drill," a subgenre born from the convergence of drill's aggressive rhythms and more sensual themes.

“Cash Cobain and Chow Lee’s 2022 freestyle kickstarted everything we see today with sexy drill,” says Gabe P. “They had a lasting impact on music. You can still see it today, everyone’s making sexy drill beats.”

This ability to detect and amplify musical innovations places "On the Radar" in the ranks of great cultural pioneers. Like "106 & Park" in the 2000s or "Yo! MTV Raps" in the 90s, the show doesn't just reflect hip-hop culture—it actively helps shape it.

Gabe P's curatorial approach plays a crucial role in this equation. Refusing to be confined to a narrow vision of rap, he designs his platform as an ever-expanding "spider's web." "I'm constantly looking to expand my network into different sounds of hip-hop," he explains. This inclusive philosophy explains why "On the Radar" has welcomed Christian rappers, British drill artists, Afrobeats stars, and rising figures in Punjabi rap.

From New York to the World: Strategic Expansion

While "On The Radar" initially established itself as the bastion of New York drill, its vision quickly broadened. The platform's geographic expansion reflects the accelerating globalization of contemporary hip-hop—a phenomenon Gabe P foresaw with remarkable foresight.

“For me, 'On The Radar' has always been about expansion,” he confides. “I’m a big believer in the idea that if I get too comfortable, I won’t be able to reach the next level of my career.” This philosophy explains why the show, initially focused on local talent, has gradually opened up to artists from around the world.

A pivotal moment in this internationalization was the arrival of British rappers, starting with Digga D. "After Digga, everyone in the UK was paying attention to 'On The Radar'. Right after him, AJ Tracey contacted me, which then led to Giggs and others," Gabe says. This transatlantic bridge significantly expanded the show's audience, while also strengthening the ties between the American and British scenes.

In 2024, this expansion accelerated considerably. "On the Radar" established branches in Atlanta, Los Angeles, Miami, and even Chicago, where the show helps local artists reach a wider audience. More recently, the platform has crossed the boundaries of musical genres themselves, integrating country, rock, and Latin music into its ecosystem.

"I never thought that this little show filmed in a closet would one day lead us to working with thousands of international artists and breaking into other genres like country, rock and Latin music," confesses Gabe P. The first country artist on "On The Radar," Anella Herim, also had immediate viral success, paving the way for a series dedicated to Nashville.

Consecration by the greats: when Drake validates the formula

While "On the Radar" began as an outsider in the media ecosystem, its status shifted dramatically when superstars began to embrace it. No moment exemplifies this rise more than Drake's historic 2023 collaboration with Central Cee, which culminated in a Billboard Hot 100 debut—a first for the platform.

“I love that we’re now immortalized in hip-hop culture,” Gabe P enthuses. “I can forever say I have a song in Drake’s catalog.”

This endorsement by one of the world's biggest stars propelled "On The Radar" into another dimension. More than just a media platform, the show became a full-fledged label with "On The Radar Records," completing the perfect loop between artist discovery and development.

In July 2024, Complex released its annual ranking of hip-hop's most influential media figures, placing Gabe P at number 25—his first appearance on the prestigious list. A recognition he believes still falls short of his true impact. "I should be in the top 10," he states bluntly. "I think those who are really in this culture know that."

The Unexpected Legacy: Redefining the Role of Music Media

Beyond the impressive numbers—over 885,000 YouTube subscribers and over 1,400 freestyles released—the most significant legacy of "On the Radar" lies in its redefinition of the role of music media in the digital age. In a landscape where traditional platforms struggle for relevance, Gabe P has created a hybrid model that combines the authenticity of traditional media with the virality of social media.

This success isn't the result of chance, but of a clear vision and rigorous execution. "I look at 'On the Radar' as a real A&R job," Gabe explains, dispelling the preconceived notion that any artist can appear on the show for a fee. He and his team do a real legwork to find talent, communicating with them directly or through their teams.

This curatorial approach stands in stark contrast to the widespread democratization of platforms like TikTok or YouTube. In a world where anyone can publish content, "On the Radar" reintroduces a level of selection that, paradoxically, strengthens its credibility while expanding its reach.

But perhaps the most revolutionary aspect remains the way "On the Radar" has redefined what a "freestyle" is in the digital age. Unlike purists who insist on total improvisation, the show takes a flexible approach that prioritizes final quality. "We give everyone the option to do it live or pre-recorded," Gabe explains. "To be completely honest, not every song by an artist can or will sound good live."

This pragmatic vision resonates perfectly with the expectations of modern audiences, more interested in the overall aesthetic experience than in rigid adherence to tradition. By abandoning dogmatism in favor of relevance, "On The Radar" has created a format that appeals to purists and novices alike, a rare balance in an often polarized musical landscape.

The Next Frontier: Between Innovation and Preservation

As "On The Radar" enters its seventh year, Gabe P faces a challenge familiar to innovators: how to continue evolving without losing the essence that made it so successful? How to stay ahead of the curve while maintaining the authenticity that won over his initial audience?

Its response appears to be focused on strategic expansion that preserves the platform's core identity. From DJ sets exploring other musical genres to collaborative projects like the LoveLee Sounds EP with Lonny Love and Chow Lee, recent initiatives suggest a cautious but ambitious diversification.

“The mission has never changed,” Gabe P says with conviction. “The vision has always been and always will be: I want to be the biggest and I want to be the best. And I think we’re working toward that goal.”

This ambition might seem excessive for a project born in a studio closet. But after transforming a simple concept into a global cultural phenomenon, who would dare doubt its ability to cross the next frontier? In a constantly changing media landscape, "On the Radar" has proven that with a clear vision and authentic execution, it is possible to create not just content, but a true cultural movement.

As Cash Cobain, one of the platform's early believers, so aptly summed up: "Gabe saw what a lot of people didn't see, honestly what the world didn't see. He and OTR were incredibly important to the scene." In a world saturated with ephemeral content, this is perhaps On The Radar's greatest achievement: seeing beyond the immediate horizon to create a medium that doesn't just follow culture, but actively helps shape it. Complex