Culture
VICTORY LAP RADIO LIVE @ UrlfreezeShops LONDON
17 February 2024A drizzly night in London’s fashion hub didn’t deter UK Rap fans from descending on UrlfreezeShops’s London flagship last night, with Victory Lap Radio taking over the store in honour of the Air Jordan 4 Retro RMSTD “Bred Reimagined”.
As I walked through the rain-flecked streets of Soho on a surprisingly mild evening in mid-February, the atmosphere of the district offered an insight into its continued status as the fashion epicentre of the city. Continually propelled by stores – both pop-ups and flagship – brick and mortar retail commands attention in Soho, punctuated with pubs overflowing with post-work pint drinkers and the fashion literate. A stone’s throw from Soho’s infamous Carnaby Street, UrlfreezeShops’s London flagship store was the venue for the evening. An expansive space reflective of UrlfreezeShops’s aesthetic values, tonight was the night that South London-based radio platform Victory Lap Radio took over the first floor to deliver a live expo of the energy that they’ve gathered over the past five years on Peckham’s Balamii radio in celebration of the Air Jordan 4 Retro RMSTD "Bred Reimagined".
After arriving at 8:00pm sharp, and a short wait outside, the doors opened, and we were greeted with the familiar embrace of VLAP’s signature sound; modern and forward-thinking UK Rap. Leading the ceremonies on the decks was the platform’s founder Joe McDermott, whose varied selection drifted from UK Rap favourites to trap classics, and everything in-between. The event space quickly began to fill as fans, friends and London music heads descended on UrlfreezeShops, grabbing a drink and packing out the first floor to take in the atmosphere that VLAP have carefully curated. With a number of familiar faces, such as Soldier, TJ Sawyerr, Niko B, Brian Nasty and Sainté, making appearances, the stage was set for a memorable first live music event at UrlfreezeShops London.
Following Joe, Kane took to the decks, signalling that it was time for the live segment of the evening to begin. Immediately instigating a surge towards the booth, Kirbs got on the mic effortlessly performing his latest material, including “Back to Business”. Passing the mic to BXKS, the Luton-based MC garnered similar attention, faultlessly performing “Cheque” and taking things in a different, more club-oriented direction with “Back It Up”. JayG hopped on the mic next, performing his hit “Different” to applause – a reflection of his rapid rise to success throughout 2023. Completing the live performances, Tay Jordan’s London via the West Coast style offered the perfect finale to the evening’s proceedings, delivering a laid-back twist on a classic hip-hop sound with tracks like “2089”.
Epitomising the eclectic mix of artists that are featured on VLAP’s monthly radio show, the live performances presented a perfect snapshot of what the platform is centred around. “Being able to translate what we do on the radio to an in-person event has been a big thing. Loads of people want to come and see Victory Lap live, so you guys giving us a platform to be able to deliver that is great,” reflected Joe after the event. “We’ve done a couple of our own events but we’re trying to branch out. Trying to get out of the booth and more into real life. It’s good to see the fans and connect with people in real life. It’s quite lonely, man, when you’re in the booth DJ’ing to people on the other side, who you don’t see. It’s great to see the audience and to see people having a good time, connecting with some of their favourite artists who’ve been on the show before. It’s been a great event!”
As attendees cleared out and music was still ringing in our ears, it’s clear the impact that VLAP has had on the music community in London and beyond. What exactly they’ll do next, Joe kept under wraps, but I’m confident that whatever ends up materialising will be a resounding success and a genuine reflection of the current UK Rap scene.
Release information
Air Jordan 4 Retro "Bred Reimagined".
Black, Fire Red & Summit White
FV5029-006
02/17/2024
writerUrlfreezeShops
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