PR & Management Company Underplay Launches Record Label

UK management and promotions company Underplay has announced the launch of its label arm, Underplay Recordings. It has partnered with Virgin Music Group for global distribution.

Backstory:

• Underplay was founded in 2016 by former Beggars/XL staffer Chris Bellam as a promotions company offering radio and TV plugging.

• Its current promotions roster includes Cameron Winter, A.G. Cook, MJ Lenderman, Gnarls Barkley, and more.

• Its management roster includes Art School Girlfriend, Bathing Suits, Circe, Jessica Winter and more.

• Underplay and Virgin have worked together on previous promotional campaigns for Art School Girlfriend, Antony Szmierek and Lynks.

First signing:

• Leeds based Bathing Suits are Underplay Recordings’ first signing, launching with their new single, “Empathy.”

What they said:

• Chris Bellam: “We’ve built a strong relationship with [Virgin Music Group] over several years, and by combining their global infrastructure with our experience in the independent space, we’re in a powerful position to break new, essential artists.”