Ten years ago, I was sitting in a community radio booth in Montreal, adjusting my headphones and wondering if anyone was actually listening to my podcast on the FM dial. By 2016, things took a turn.
My podcast wasn’t just on community radio anymore; it was being broadcast (radio version of course) on the largest talk radio station in the entire province of Quebec for a month before my life partner got an opportunity in Toronto and we had to move which shocked the GM of the station as he was metworking us to turn our life journal pod into an actual evening show.
I learned something important during that time: legacy media and new media are not enemies. They are a partnership waiting to happen.
When I read the press release for the new FLOW 98.7FM (CKFG-FM) lineup, I didn’t just see a schedule change. I saw a massive win for Black Canadian creators across the country. Legacy media is finally embracing the energy of digital storytelling, and if you’re a creator, you need to understand why this shift matters for your own growth and creator monetization potential.
The Truth: Radio Isn’t Dying; It’s Evolving
We’ve heard the “radio is dead” talk for years. But look at the numbers. Every time a legacy station gets it right, they don’t just play music, they build a community. FLOW 98.7FM just threw a punch that landed perfectly by blending iconic legacy talent with the digital-first voices we already follow online.
The Heavy Hitters
The new morning show, “Mornings with Patricia J & Spex“ (6:00 am to 10:00 am), is a brilliant move. Patricia Jaggernauth is a television and journalism powerhouse. Pairing her with Spex, Canada’s Reggae Ambassador and a foundational member of FLOW, is the kind of balance legacy media usually misses. It’s the “Industry Plug” meeting the “Community Voice.”
Then you have the return of Peter Kash in the afternoons (2:00 pm to 7:00 pm). Not only is he back on the airwaves, but he’s also stepped into the role of Program Director.
For creators, having someone who understands the “Traffic Flow” of the city and the pulse of the community in a leadership position is a game-changer.
The Bridge: When Podcasting Hits the Airwaves
This is the part that should make every podcaster in our community sit up straighter. Starting Saturday, June 20, FLOW 98.7FM becomes the new radio home of the Extra Gravy Podcast with Marlon Palmer.
Why is this a big deal? Because it’s a direct validation of the digital creator economy. Marlon Palmer isn’t “just” a radio guy; he’s a digital creator who built a massive, loyal audience on his own terms. By bringing a successful podcast onto the FM dial, FLOW is acknowledging that the future of broadcasting is multi-platform.
If you are building a brand on YouTube, Instagram, or through your own podcast, this is proof that the ceiling for where your voice can go is much higher than you think.
The Weekend Energy: Culture as the Core
The weekend lineup is where the cultural specificity really shines. We aren’t just talking about “urban music.” We are talking about the specific sounds that make the Black Canadian experience unique:
- Ada’s Room: 100% Afrobeats with Ada Ohh.
- Soca Therapy: The legendary Dr. Jay, De Soca Prince.
- The Riddim Track: Reggae culture with SpexDaBoss.
- The Talkabout: Community conversation with Jonathan Shaw.
This isn’t just about entertainment; it’s about visibility. When our sounds are celebrated on major airwaves, it creates a trickle-down effect for every creator in those niches. It makes it easier for you to pitch to brands and explain why your “niche” audience is actually a cultural powerhouse.
Creator Relevance: 3 Lessons from the FLOW Relaunch
What does a radio station in Toronto have to do with a creator in Vancouver, Halifax, or Calgary? Everything.
1. Build Your Own Authority
Peter Kash didn’t just walk back into the station; he walked back in as the Program Director. He built a reputation outside the station that made him indispensable. Lesson: Don’t just wait for a platform to hire you. Build the skills that make them need you to run the show.
2. Multi-Platform is the Only Way
Extra Gravy is a podcast first. Radio is its new distribution channel. Lesson: Your content shouldn’t live in one place. Use digital marketing for creators to ensure your message works across audio, video, and text.
3. Local Impact Beats Generic Reach
FLOW is doubling down on “Toronto and the communities it serves.” Lesson: Stop trying to go “viral” globally before you’ve won over your local community. Whether you’re in Montreal or Edmonton, your local relevance is your biggest USP (Unique Selling Proposition).
Collaboration and community are at the heart of the modern Black Canadian creator economy.
How to Apply This Insight
If you’re a creator looking at this news and wondering how to leap into these legacy spaces, here is how Sherley uses these shifts to stay ahead:
- Pitch the Partnership: When a station or brand shows they are open to “new media” (like the Extra Gravy move), that is your signal to pitch. Send them your podcast stats. Show them your community engagement.
- Own the Niche: FLOW is winning by being specific (Soca, Reggae, Afrobeats). Do the same. Don’t be “another lifestyle creator.” Be the expert in your specific cultural lane.
- Network Up: Attend events where these media professionals hang out. Legacy media is a relationship business.
The airwaves are opening up, and the gates are finally creaking. It’s time to show up, not just as a “social media person,” but as a media professional.
Your Turn
Which show in this new FLOW lineup are you most excited to lock in with, and why does that specific representation matter to you?
Say it with your chest in the comments.
And if this breakdown helped you see things differently: or if our posts and tools have helped you price with confidence: consider supporting the work we do to keep creator resources free:
We keep showing up so more of us can show up prepared. Not underpaid.
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