Okhtyrka: People in the Right Place

It takes a village to raise a child. In other words, caring for one person requires a whole community — people who are attentive, ready to help, and willing to build new ideas or businesses with those around them in mind. This is the foundation of our humanity: showing up when it matters most.

The Ukrainians Media, in partnership with the United Nations Development Programme (UNDP), shares stories of people who care for one another. These stories remind us of what’s essential: that no matter the circumstances, Ukrainians continue to embody resilience and compassion.

The vibe of a small community. How an online radio station shows Sumy’s youth they matter

Pavlo Ihnatchenko is a musician, volunteer, and member of the civil society organization Centre for the Development of Street Cultures from Okhtyrka. Every project he launches — whether in his hometown or nearby communities — stems from one conviction: you don’t need to leave to grow. It can be done by relying on one’s own roots, on the land that gave them life. In doing so, he not only fosters his own growth but also strengthens his community.

His latest brainchild, Vibe Radio, was meant to serve Chernechchyna, a small community in Sumy Oblast. However, as he says, the chosen format unexpectedly gave it an “unlimited geographical reach.” Now, Vibe connects not only Chernechchyna but also Okhtyrka, neighbouring communities in Sumy Oblast, and even the regional centre itself.

Previously, we tried to create online radio with whatever we had. Sometimes it worked, but it couldn’t last long. Eventually, we came to the realization that we really wanted to make this happen and that it could be beneficial for young people. At that time, Initiative Centre to Support Social Action Yednannia, [Ukrainian for “unity” — Ed.] with support from UNDP and the Government of the Kingdom of the Netherlands, announced a competition for projects aimed at uniting young people. We submitted our idea — and fortunately, everything worked out: our concept was approved

Pavlo had long wanted to broadcast high-quality musical audio content. He explains that every musician who creates something thinks about how to share their work and find an audience. He was inspired by stories of local underground radio stations in Amsterdam, Brussels, Bristol, and New York, and he wanted to create something similar in Okhtyrka, Chernechchyna, or Hrunia.

In 2024, Pavlo Ihnatchenko was able to bring his idea to life and prove that music, podcasts, live performances, collaborations, and bold creative experiments became a true form of therapy for young people in the tense circumstances Sumy Oblast faced over the past years. By curating high-quality audio content, young people are able to motivate, entertain, and heal themselves and their listeners.

Thanks to grant support, they were able to purchase equipment and pay salaries to those who helped the project get off the ground. Today, Vibe radio broadcasts not just music tracks but also digests with news from the world of electronic music, fashion, and culture. It also invites interesting guests on air to discuss creativity, community activism, and the power of local initiatives.

Small communities have a voice and the ability, Pavlo emphasizes, to bring together young and active people. This is the path to their growth and prosperity — and Vibe radio is a clear example of that.

Through the power of his radio station, Pavlo and his like-minded team aim to challenge the narrative that culture is centred only around big cities.

“Some people think that culture exists only in Lviv, Kyiv, and maybe a little in Kharkiv or Odesa. But Sumy? No. Myrhorod? No. And Chernechchyna? Even less so. But Sumy Oblast is the alma mater of many artists — Skovoroda, Ostap Vyshnia, Bahrianyi… It’s important for us to carry our identity forward and show that Okhtyrka or Chernechchyna is in no way inferior to Kyiv, Kharkiv, or Lviv”.

The emergence of an online radio station with high-quality music in the small communities of Sumy Oblast, which suffers from daily shelling, aligns naturally with what’s happening around them. Time doesn’t stand in the way of an idea — it actually pushes it forward.

“People are wired to want to hear good news, not just bad,” the musician emphasized. “We record podcasts with guys from our community who are also soldiers. Our DJ is in the military. On weekends, he records DJ sets and podcasts. And for him, it’s a kind of therapy — it helps him switch gears“.

The plan is to further develop Vibe, create a website for the radio that will allow for video content, attract more guests, and become a support system for an increasing number of people.

Pavlo hopes to see more ambassadors for small communities. Because as he says, the most important thing that the Vibe story has given people is the feeling of being needed in their small town or village.