The digital radio station preserving Montreal's DIY spirit in the age of the creator

In 2016, Sebastian Cowan had returned to Montreal following a stint in London, where he had witnessed the development of the digital radio phenomenon NTS. Excited by the possibility of implementing what he had seen overseas, Cowan—already a seasoned figure in Montreal’s DIY music scene, having founded Arbutus Records in 2009 and now back to throwing loft parties—decided to start one. 

Alongside a team of cofounders whose web development expertise complemented his background in audio engineering, he launched N10.AS: a 100% volunteer-run non-profit digital radio station.

N10.AS (an alphanumeric code or 'vanity callsign' in radiospeak that means “antennas”) stands as a grassroots projects utilizing the internet for community building, providing an accessible third space in a time of socioeconomic precarity and increasing social isolation.

“So much of what the consolidation of the internet pushes is individual creators instead of community... It used to be that scenes were really a function of community. That’s something that I find really exciting and is still alive and well in Montreal, and N10.AS does a good job of showcasing that.”

Form follows function

The choice to stream digitally was purely financial. “To have an FM station, you need hundreds of thousands of dollars and a CRTC license,” Cowan explained. “To make an online station, it's not free, but it's not like that.”

That decision shaped not just the station’s medium, but also its distinctive home online. Cowan credits cofounder Conan Lai with building a “shark” of a website: evolved perfectly for its environment and designed to shift with the times.

“We had a lot of inspiration for what we were calling a brutalist website, one that really follows the core principles of form following function,” Cowan explained. “Over the years, we've found that the unique nature of the website itself has proven its own draw for listeners.”

“Being totally volunteer run can be a huge restriction, but sometimes it's out of limitations that really creative things can be done.”

The web page's early internet aesthetic features a play button, live chat, shows catalogue, local events bulletin board, and a rotating digital artist residency of customizable backgrounds. The design’s functionality uses digital media as a tool for intentional engagement, promoting local events and allowing real time discussion.

Rebeka Roga, a community manager at N10.AS, believes the design is a huge part of what keeps users coming back. “Above all, it's really engaging. It is a little bit chaotic, but it's still a pretty fun website to be on.”

The nostalgically clunky interface signals a Y2K trendiness only secondarily, prioritizing a communal, thoughtful listening experience.

“So much of what the consolidation of the internet pushes is individual creators instead of community,” Cowan says.

“It used to be that scenes were really a function of community. That’s something that I find really exciting and is still alive and well in Montreal, and N10.AS does a good job of showcasing that.”

By the community, for the community

N10.AS celebrated its 9th anniversary as a fully volunteer-run non-profit last March. The station raises funds through Patreon subscriptions and PayPal donations, and everyone on the team works for free, meaning that despite its longevity, it remains highly dependent on the level of community interest and involvement. While Cowan is proud to say the station has never been better organized, its volunteer-run structure still leaves it vulnerable.

“Everyone could just decide tomorrow that they don't want to do this anymore, and then it would just be over,” he said matter-of-factly. “Being totally volunteer run can be a huge restriction, but sometimes it's out of limitations that really creative things can be done.”

Without the burden of financial viability, N10.AS thrives as a passion project. Programming is free to follow the needs and capacity of the community and team: No pressure to respond to market demands or generate revenue. The station’s endurance is a testament to a spirit of collectivity which has long defined Montreal’s DIY music and culture scene.

Roga cites the accessibility and inclusivity of the station as a key factor in why it resonates with its audience. “There’s a pretty low barrier to get involved. You don't need to have a lot of technical skills to be a volunteer,” she explained. “From a listener standpoint, we have a big variety of shows, so there’s something for everyone.”

Keeping the signal alive

N10.AS now broadcasts out of a small loft studio overlooking one of Cowan’s other projects, the bar Le Système. Built as part of the project’s reno budget, a clear glass wall offers visibility for the station, which had previously been tucked up four flights of stairs in the back of the building.

The partnership with Système includes a semi-regular summer broadcast from the terrasse and the occasional club night. However, following the pandemic with resources stretched to the limit, the station’s capacity for hosting regular in-person events has dwindled.

“When N10.AS started, it was with a party,” Cowan explained. “We'd love to do more, but there's just no bandwidth to take it on.”

“That’s something the current team has spoken a lot about. We’re trying to pick some of that back up, so that we can be there for the community in Montreal as well as online,” Roga added.

As for the future of the station?

“Because what we offer is fairly simple and straightforward, and obviously there's a desire or need for it within the community, I don't see it changing that much,” Cowan said. “We're just doing what we're doing, and the world is changing around us.”

The continued popularity of N10.AS reflects a growing desire to strip away socioeconomic barriers around artistic and cultural spaces in favour of community-oriented, accessible platforms.

Regardless of circumstances, be they a global pandemic, financial instability, or digital-era isolation, the desire for connection persists—and N10.AS offers a model for how the internet can be used to build, rather than erode, community.