SVS Radio has spent the past decade quietly building one of the most distinctive musical communities in the Nordic region. Founded in Oslo in 2016 by British musician Gregor Riddell and American producer Robert Lewis, the station has championed adventurous, genre-defying music from across Scandinavia — from Folk and Experimental to Electronic and Chamber Pop — through a carefully curated catalogue of over 240 mixes.

With SVS approaching its tenth anniversary this December, we sat down with co-founder Gregor Riddell to talk about the station’s origins, its commitment to mixtape culture, and why Norway has one of the most exciting scenes in the world.

Tell us about the birth of SVS Radio.

Gregor Riddell: SVS Radio came about from a shared fascination with adventurous Nordic music. The station was founded by myself and Robert in 2016. I grew up in London in a musical family and from a young age I was inclined towards music and interested in many styles. I focussed on cello, piano and composing throughout school and went on to study music at Cambridge University and composing at the Royal College of Music.  

In 2011 I met my partner – Norwegian cellist Torun Stavseng – in Cornwall and moved to Oslo/Norway with her in 2016. Before meeting Torun I already had a strong inclination towards Nordic music. I studied composition in Iceland briefly in 2007 and listened intently to artists particularly tied to the Bedroom Community label at the time. When I met Torun she introduced me to various artists and traditions particular to Norway which sparked an interest in delving deep into the folk, electronic, experimental and abundance of genres specific to the region.

When I moved to Oslo in 2016 I was still an active musician in London and became aware of the recently inaugurated station NTS. I felt there wasn’t an equivalent independent radio station with this community spirit available in the Nordic countries. Applying this approach to the region felt like a natural development, something I wanted to take on.

I initially set up SVS alongside Robert with whom I’d worked on various projects and shared a passion for Nordic music. We received some critical advice from Robert Ames (LCO co-director) who, among many other accolades, has been a resident artist on NTS. We also had helpful conversations with Shiva Feshareki and Alec Curtis, both also NTS residents. Joined by photographer Wolf James and graphic designer Ryan Teixeira, Rob and I published our first SVS mix by Swedish saxophonist and composer Karl Nyberg on 13th December 2016. We published an online booklet last year where SVS member Torkjell Hovland interviewed Wolf James, Rob, Marc Goshcalk and myself, as well as some of his own observations, about the ideas and inspiration behind developing the station.

What do you value as a radio station and creative platform?

Rob and I decided early on to treat each mix as an individual portrait of the artist and provide quality over quantity. It felt natural for us to focus on pre-recorded mixes and we’ve since stuck to publishing roughly 2-4 shows per month. It was important for us to define our content with an emphasis on specific musical communities. Showcase Nordic artists based in Nordic countries whilst embracing cultural and stylistic pluralism.

Mixcloud was the ideal platform to practise our goals. It enabled us to feature a whole spectrum of music in a single mix. From superstar Pop acts via obscure experimental releases to unreleased music, DIY spoken word and field recordings. Having the facility to reference music in all its forms gave us the flexibility to structure the mixes as best fits the ideas of the artist. And, without restraint, allow listeners to venture down musical rabbit holes they might not otherwise embrace. This freedom is instrumental in how we envisage SVS. The mix is an open book and an opportunity to dig deep into the artist and their process.

Offering artists the ‘open book’ approach – focused purely on a shared appreciation of their art, without the need to cater to specific conventions – has produced a plethora of quality and varied forms of musical expression based on mutual trust. Making mixes with these levels of detail can feel like an excessive amount of effort. A commitment that’s antithetical to how our listening habits have evolved throughout the streaming age. In spite of this, and, at times feeling that we were born into the wrong generation, perhaps now is the most pertinent time to offer a platform that celebrates a method of listening that’s unequivocally resistant to this tide.

How do you bring hosts and DJs into the station?

From its inauguration, Rob and I recognised that inviting artists to make mixes for SVS was a great way to become integrated into the community. We simply reach out to people we admire. Since we are artists ourselves, contacting other artists directly helps break down the wall of ‘industry’ mystique. SVS has ultimately always been about community and a shared enthusiasm for music.

We are all different ages, which is relevant to how we’ve all grown up with music. Especially through the cultural shift in technology that’s occurred throughout this millennium. I was a passionate collector of CDs, mini-discs and cassettes from a young age. I’ve always had a transactional attitude to streaming services since the early 2010s. It’s a fantastic library of music from around the world which is brilliant to have at our disposal. Yet, mixtape culture and the collecting and archiving of tangible analogue mediums, notably records have been a strong part of my musical journey.

Korse – another member of the team – grew up with streaming services as her core medium of music listening. From her experience of recruiting prospective artists for SVS, she’s observed that music in the form of radio and mixtapes often aren’t a part of their ecosystem either.

So, it’s increasingly relevant that SVS is a genuine advocate for mixtape culture. One that we feel can offer a more detailed and profound form of listening than streaming.

As a platform that has successfully built its own community, what are some of your tips for anyone who wants to do the same?

Patiently persist. Music is inherently exciting if all involved remain passionate. Keep making new things: consistency is key. Something modest has value in itself yet can lead to a bigger project when the time is right. There’s rarely a correlation between quality content and how it’s received. As long as we continue to learn and observe and we finish our work, listeners and credibility follow eventually.

Giving artists the freedom to make something that’s useful for them can produce better art. SVS doesn’t exist to control content. Instead, it aims to simply reflect what’s happening.  Being an active musician has been helpful for me whilst running SVS in parallel. Whilst receiving funding to support events and running costs over the years, SVS has otherwise been self-financed and disciplined about keeping costs low.

What have been the best parts about building the SVS community?

Whilst still very much niche, SVS has developed a dedicated following over the past decade. The station, in many ways, reflects the community-driven approach to art in this part of the world. ‘Underskog’ is a Norwegian expression that neatly fits the SVS story: humble but an integral part of the bigger picture. We’re able to connect with both high profile and intentionally obscure artists in tandem. As a result, we’ve produced a wide spectrum of music.

Who are some members of your community that we should be keeping an eye on?

There are so many! Even an extensive list doesn’t do justice to others that we feel are also integral to the music here. But, here’s our penny’s worth…

World/Folk/Groove: Reolo, Valkyrien Allstars, Monoswezi, Unganisha, Sarah-Jane Summers, Harpreet Bansal, Bjørn Kåre Odde, Inger Hannisdal, Monkey Bar, Shana Mathai, Rohey, Ola Kvernberg, Gro-Marthe Dickson, Nana Rashid, Sanstriti Shreshthra, Sanyu and Bare Folk.

Ambient/improvisation/electronic music: Veslemøy Narvesen, Espen Reinertsen, Mette Rasmussen, BirdWorld, Building Instrument, Tlön, Anja Lauvdal, Jenny Berger Myhre, Johanna Orellana, Maria Dybbroe, Andre Roligheten, Hans Martin Austestad and Runnershigh.

Experimental: Holsen & Cassiers, Propan and Kristine Tjøgersen.

Rock/Alternative/Country/Chamber Pop: Delish, Christian Winter, Ole Kirkeng, 1816, Okay Kaya, Louien and Avind.

Dance: Kokk n Roll, Olefonken, Bendik Baksaas and Dina Konradsen.

Norway seems like such a culturally diverse place. What is happening culturally right now and what role do you think you guys play in that?

I feel Norwegian music today continues to blossom. Korse suggests there is something unique in the language and cultural history that makes Norway inherently musical. Perhaps there’s a strong identity based on regional dialects, harking back to a heritage rooted in distinct folk music. As well as a natural musicality in the diction and tonal melodiousness.

My personal take on how Norwegian music stands out is its ability to blend traditional folk with improvisation, electronic music, experimental music and rhythm and groove. I feel it’s more authentically rooted in tradition than what I’d observed by comparison in the UK, for example. There’s a freer blending of global traditions with Norway. It’s more flexible as a result and something I’ve aspired to in my work since living here.

The ‘Jazzlinje’ course at NTNU in Trondheim is an environment that has produced a consistent stream of diverse artists over the past generation. Ones that are fluent in composing, improvising and instrumental craft that’s been applied across an array of genres. This has certainly contributed to the quality and depth of musical styles present in the current Norwegian music scene.

Part of the SVS mission is to put a spotlight on what’s happening here to a wider audience outside Norway and the other Nordic countries. I’m confident if listeners take the opportunity to invest in this scene they’ll be overwhelmed by the quality and relevance of this music on a global scale.

“SVS is a genuine advocate for mixtape culture that offers a more detailed and profound form of listening than streaming.”

You must have so many moments and achievements that you’re proud of too…

Aside from a roster of over 240 mixes compiled over a decade – which in itself I’m very proud of – some specific mixes and live events throughout our history feel like important milestones in showcasing the array of music happening on these shores.

Big ones for me include BirdWorld and Jessica Sligter performing at Café Oto (London) [201], Snorkel Records’ mix in 2018 [060], Espen Reinertsen’s Rich Mix (London) performance in 2018, the release of BirdWorld’s debut album UNDA at Café Hærverk (Oslo) and Poplar Union (London). We put together a series of brilliant mixes published throughout the first wave of the pandemic in 2020, Oslo World Festival featured SVS in 2021, as well as OJKOS in 2023 and the Gaza-supporting concert at Victoria co-directed with Shana Mathai (Oslo) in 2024.

What have you got planned for the rest of 2026? 

Torkjell recently received funding from Fritt Ord to publish six podcasts based on his interviews with artists from a wide spectrum of disciplines. We’ll publish these on SVS in early autumn 2026. This promises to be exciting listening!

I’m excited to publish some upcoming mixes. For example, British guitarist/composer Tara Cunningham who’s performing in Bergen this summer; an interview with Carly Paradis about her approach that blends film composing and live performance including touring with Nick Cave and a feature at Øya Festival in Oslo this summer. DJ Dina Konradsen, from northern Norway, is making a mix for SVS that fuses her Norwegian folk heritage with an original take on dance music. I keep gently nagging Tuva Syvertsen and Jørgen Skulstad to find a moment to talk about their fantastic concert series ‘Tuvas blodklubb’ that, to my mind, epitomises Norwegian music in its playful nod to folk traditions alongside raucous fun. Hopefully an opportunity for collaboration will materialise before long! So, plenty to chew on in the coming months!

SVS turns 10 years old this December – a significant milestone. We’re looking into hosting festivals in Norway and beyond to celebrate this birthday that will feature an array of artists that have contributed to the station’s story. In the works, and in need of funding support (!), but looking like summer 2027 could just be enough time to pull this off.

11 essential SVS Radio shows

1. Lucy Railton [008]
2. Tonje Tafjord [022]
3. Espen Reinertsen [041]
4. BirdWorld [052]
5. Snorkel Records [060]
6. Tlön [150]
7. Jenny Berger Myhre [161]
8. Kokk n Roll [165]
9. Mitmitta [172]
10. Torkjell Hovland ’Spring’ [227]
11. Okay Kaya [238]
    

Follow SVS on Mixcloud and Instagram.