Welcome to Syndicast Stories, a series highlighting the artists, record labels, and syndicated radio show hosts who consciously use radio as a fundamental part of their global growth strategy. Each week we speak to people involved with the success story.
In this feature, we sit down with the team behind the Love to be…Radio Show. Starting as a weekly house music party in Sheffield in 1994, the brand has evolved into a global radio powerhouse broadcasting on over 100 stations worldwide. We discussed their 30-year journey, why radio remains unmatched for building a dedicated community, and how they scaled their underground sound into a worldwide phenomenon.
Artist Profile: Love to be… Show
- Year Founded: 1994
- Base Location: Sheffield, United Kingdom
- Core Founders / Presenters: Tony Walker, Marc Dennis (Trimtone)
- Broadcast Footprint: 100+ stations globally
- Core Genre / Sound: Underground House Music
- Links: https://ssyncc.com/love-to-be-radio
Tell us about Love to be… – how did it start, what’s the concept, and what makes it different from everything else out there?
Love to be… started life in Sheffield back in 1994, throwing weekly house music parties at the legendary Music Factory. The idea was simple – celebrate the underground house scene we loved and bring some of the world’s most influential DJs and producers to the city. Over the years, we’ve welcomed icons like Frankie Knuckles, Todd Terry, Masters At Work, and Roger Sanchez.
What makes Love to be… different is that, 30 years on, we’re still completely passionate about house music and the people behind it. Trends come and go, but for us, it’s always been about championing good quality music, incredible DJs, and creating unforgettable moments on the dancefloor. Above everything, it’s about bringing people together through the positive energy and feel-good vibe that house music has always had.
How has the show evolved over time, and where is it today in terms of reach and audience?
Love to be… has always evolved alongside the house music scene itself. In the late ’90s, founder Tony Walker took the Love to be sound from the dancefloor to the airwaves with a show on Kiss FM called the Transatlantic Mix. The concept paired underground house sounds from both sides of the Atlantic, with Tony representing the UK and DJ Disciple bringing the US flavour each week.
The show quickly built a huge following thanks to exclusive first plays, rare acetates, and music sourced directly from producers and labels – basically giving listeners a taste of what was happening at the Love to be… events before anyone else. It became one of the go-to shows for underground house fans across the UK and eventually expanded onto the Galaxy radio network.
As radio became more commercial in the 2000s, the underground scene naturally shifted online, and Love to be… moved with it. Tony Walker and Marc Dennis (Trimtone) embraced the emerging internet radio world early on, launching new shows, collaborating with stations globally, and connecting the radio side directly with the international events brand.
Then came lockdown, which unexpectedly became a huge turning point for us. While the world stood still, Love to be… went fully digital with livestreams featuring house music legends and global talent, including David Morales, David Penn, The Cube Guys, Ron Carroll, Graeme Park, K-Klass, Utah Saints, and many more. The response was incredible, with millions tuning in across social platforms and proving just how strong and worldwide the Love to be… community had become.
That momentum led to the launch of the Love to be… Global Connection Radio Show, combining Trimtone’s UK-hosted mixes with guest DJs and presenters from around the world. Today, through our partnership with Syndicast, the show reaches millions of listeners across more than 100 stations globally – while still staying true to the underground house sound and community spirit that started it all back in Sheffield.
In today’s digital landscape, why is radio still a powerful and relevant medium for you?
Radio has always been a natural home for Love to be… because it gives us the freedom to share the underground house sound we’ve always championed. Any platform that allows great music to be played without restrictions helps the scene grow and thrive.
What makes radio so powerful is its accessibility – people can tune in anywhere, whether they’re driving, working out, at home, or getting ready for a night out. It’s always been one of the best ways to connect people through music.
Now that radio has evolved into the digital world, its reach is even bigger. Through online stations, streaming, and global syndication, we can connect with house music fans everywhere while still keeping that personal, community feel that radio has always had. For us, it’s not just about broadcasting music – it’s about keeping the underground house scene alive, introducing people to new sounds, and continuing to grow the Love to be… family around the world.
Furthermore, radio has a heritage and credibility that’s hard to replicate. For decades, it’s been one of the most important outlets for underground music and has played a huge role in breaking new sounds, artists, and scenes. There’s something special about being part of that tradition.
What radio also offers is a real sense of connection and community. Different stations build loyal audiences in different cities and countries, so you get a genuine feel for where your music and brand are really resonating. It helps create pockets of dedicated fans who grow with you over time.
What does radio offer that streaming platforms or podcasts simply can’t replicate?
Radio has a history and credibility that’s hard to match, especially in underground music culture. For decades, it’s been the place where new sounds, DJs, and scenes have been discovered, so there’s still a real respect and excitement around being part of that world.
It also presents your music and your brand in a really professional way. A great radio show feels curated and trusted – people tune in knowing they’re going to hear quality music, great energy, and discover something new.
Another thing radio offers is a genuine connection to different cities, regions, and communities. Certain stations develop loyal local followings, so you can really see where your sound is connecting and where the Love to be… vibe is strongest around the world.
Streaming platforms and podcasts are brilliant tools, but radio still brings a level of live energy, personality, and a shared experience that feels unique. There’s a trust and authenticity to it – people tune in knowing they’re part of something happening in that moment, connected by the same music and vibe wherever they are in the world.
What’s next for the show? Any new formats, guests, territories, or expansions you’re working toward?
Love to be… has always been about pushing the global connection of house music, so the next step is continuing to grow into new territories and reaching even more fans around the world.
We’ve recently rebranded as the Love to be… Show to bring the radio side even closer to our events brand, which has been growing massively across the UK, US, Australia, and Europe. With festivals and events attracting thousands of house music fans, it feels like the perfect time to connect the live experience and the radio show even more closely together.
Going forward, we’ll be bringing the show directly into some of our events through live broadcasts, showcase stages, special guest appearances, and exclusive content from around the world. At the same time, the show will help introduce new audiences and territories to the Love to be… sound and community.
At the heart of it all is the same mission we started with back in Sheffield – celebrating underground house music and creating a global family united by great music, positive energy, and unforgettable experiences.
What are the biggest challenges radio show hosts face today when trying to grow their global reach?
Today’s radio landscape is more competitive than ever, but we see that as a positive. Challenges create opportunities, and the competition pushes us to work even harder to find the best new music first and deliver shows that really stand out.
One of the biggest things listeners want now is variety and authenticity, so we always try to bring a broad mix of sounds and styles through our guest presenters while still staying true to the underground house roots of Love to be…
The way people consume radio is also constantly evolving. Traditional FM still matters, but digital platforms, streaming, and online syndication have opened up huge opportunities to reach global audiences instantly. Rather than resisting that change, we’ve always tried to embrace new technology and evolve with it.
That’s why our partnership with Syndicast has been such a great fit for us – it allows the Love to be… Show to move seamlessly across both traditional and modern platforms, helping us connect with house music fans all over the world while continuing to grow the brand globally.
How do you keep your programming fresh and relevant while staying true to the show’s identity?
Programming radio shows has been part of our DNA since the early ’90s, so it’s something that comes completely naturally to us. At our core, we still see ourselves as DJs first and foremost, with the brand side coming alongside that.
A huge part of Love to be… is constantly digging for the most exciting new music, emerging talent, and standout sounds from across the underground house scene. That ongoing search for fresh energy is what keeps everything moving forward.
Underground house music has been around since the late ’80s, but if anything, it’s only become stronger thanks to advances in digital production and the way artists can now create and share music globally. It’s opened the door for so much new talent to come through.
For us, that passion for discovering new music and supporting fresh artists is the thread that runs through everything we do. It’s what’s kept the brand forward-thinking from day one, and what continues to drive it today.
What would you tell a new host who’s just starting to think about global syndication?
- Think globally from day one: Radio now gives you the opportunity to reach listeners almost anywhere in the world, which is an amazing position to be in.
- Understand your audience: It’s really important to understand where your sound connects strongest and how different audiences respond to what you do. Research different scenes, cultures, and markets, and pay attention to where your music starts gaining traction.
- Diversify your guests: We’d always recommend featuring artists, DJs, and producers from around the world. Not only does it keep your show fresh and diverse, but it helps build genuine connections with global audiences and gives listeners something unique to discover.
- Stay authentic: Most importantly, stay authentic to your sound and your vision. Trends come and go, but people connect with passion, personality, and consistency. If you genuinely love the music and build a strong identity around it, audiences around the world will find you.
What’s the biggest mistake you see shows make when trying to scale?
One of the biggest mistakes we see when shows scale is losing sight of their original sound. It can be tempting to chase new audiences or commercial opportunities, but that can dilute what made the show special in the first place.
For us, it’s about staying true to your core identity, even when trends shift or certain styles dip in popularity. Music is always cyclical, so what matters most is consistency and belief in your direction.
In the long run, the shows that last are the ones that lead with their own sound, not the ones that follow trends.
How has working with Syndicast contributed to the growth and development of your show so far?
Our partnership with Syndicast has been a key part of the Love to be… journey. Their distribution network has helped us reach new audiences globally and significantly raised the profile of the show and brand.
That consistent weekly reach has helped build a worldwide fan base, which directly supports the growth of our events and festivals. It’s been a vital link in connecting our radio show to a truly global audience.
Ready to Scale Globally?
The evolution of Love to be… perfectly illustrates how heritage brands can scale their footprint without losing their foundational identity. By understanding the unique, live energy that radio provides over streaming playlists, they have seamlessly linked their on-air presence to real-world, ticketed events across the globe.
Replicating that kind of global reach shouldn’t mean drowning in manual uploads or chasing down station managers. Syndicast automates your worldwide radio distribution, delivering your show’s unique energy to a curated network of over 2,800+ active stations.
Turn your on-air presence into real-world momentum. Save hours of administrative work, track your expanding footprint with real-time analytics, and build the international audience your brand deserve
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