The organization emphasizes that the goal of the initiative is not to limit the diversity of radio stations, but to give Latvian artists a real opportunity to find listeners in their country and strengthen the local cultural space. According to the international radio monitoring company Radiomonitor and the Latvian Association of Performers and Producers (LaIPA) for 2025, the current average share of music created in Latvia on the radio is about 17%. On nine out of 29 analyzed stations, it is zero, on five — only 1%, and on two others — 3% and 4%, respectively. Thus, on 16 out of 29 radio stations, the share of Latvian music does not exceed 4%. At the same time, the experience of several Latvian radio stations, according to Music Latvia, shows that it is possible to significantly increase the presence of local music on air without compromising the individuality of the station and the diversity of its repertoire. Industry representatives note that radio remains an important partner for Latvian musicians. According to them, the goal of the discussion is not to pit performers against radio stations, but to find an acceptable solution, as culture cannot be viewed solely from the perspective of a free market. Music Latvia also points out that the radio frequency spectrum is a limited resource, and its use is already regulated by the state. Therefore, the issue of the share of local music on air concerns not only the right of a private radio station to independently form its playlist but also the place of Latvian culture in the country's information space. One of the arguments against introducing quotas has been the concern that increasing the amount of Latvian music will drive part of the audience to switch to Spotify and other streaming services. Industry representatives believe that such concerns should be taken into account, but they need to be evaluated based on data. According to Kantar data for the fall of 2025 and winter of 2026, 80.8% of residents in Latvia aged 16 to 74 listen to the radio at least once a week — about 1.2 million people. The Executive Director of Music Latvia, Agnese Cimushka-Rekke, emphasizes that radio and streaming platforms are not necessarily direct competitors. Radio can be a place where the listener first gets acquainted with an artist, while Spotify, YouTube, or another service can be a platform where they continue to listen to their music, subscribe to the artist, and possibly attend a concert later. The initiative is promoted by Music Latvia with the participation of other organizations in the music industry, including LaIPA, the AKKA/LAA agency, and the Association of Self-Employed Musicians. Music Latvia is currently gathering a broader circle of musicians, authors, performers, and producers willing to publicly support the proposal. Among those who have already expressed their support are Ozols, Roberts Vanags, Fiņķis, Rudolf Budze, Reinis Seyans, and Kaspars Zemitis. A working group to increase the share of music created in Latvia on radio stations was formed in February of this year. According to amendments to the Electronic Media Law submitted for public discussion in June 2026, it is proposed to introduce a mandatory quota gradually: starting January 1, 2028, Latvian music should make up at least 10% of the airplay, 20% from 2029, and 30% from 2030. According to the authors of the bill, after the introduction of the 30% quota, the total additional payments to Latvian authors and performers could amount to up to 208,502 euros per year. For comparison, the volume of the radio advertising market in Latvia is about 12 million euros annually. Earlier, a number of representatives from the music industry called on Saeima deputies in an open letter to support the introduction of quotas for Latvian music, following the example of other countries. The proposal was opposed by Radio SWH, the Latvian Association of Broadcasting Organizations, and EHR mediju grupa.
