Underplay has launched its new label arm, Underplay Recordings, distributed globally in exclusive partnership with Virgin Music Group.
Building on a longstanding working relationship – including previous campaigns for Art School Girlfriend via Fiction Records, Antony Szmierek via Mushroom and Lynks via Ingrooves – the new venture deepens the collaboration between the two companies. All Underplay Recordings releases will now be distributed worldwide by Virgin Music Group.
Leeds-based quartet Bathing Suits are the first signing to the label, launching with their new single Empathy. The band have already received early tastemaker support including Steve Lamacq at BBC Radio 6 Music, Emily Pilbeam at BBC Introducing, So Young, Rolling Stone, COLD Magazine, KEXP and more.
Founded by Chris Bellam in 2016, Underplay began as a promotions company offering radio and TV plugging. Previously at Beggars/XL, Bellam has worked across the music industry since 2001, collaborating with artists, producers and managers.
Mike Hale joined Underplay as head of radio in 2018 from the MOBO Awards, having previously worked with Bellam on booking FKA Twigs for the ceremony.
By combining their global infrastructure with our experience in the independent space, we’re in a powerful position to break new, essential artists
Chris Bellam
2025 marked Underplay’s biggest year to date, including the launch of Cameron Winter (of Geese) across radio and television. His solo album Heavy Metal received four BBC Radio 6 Music playlists, alongside a performance on Later… With Jools Holland.
The year also saw the success of Antony Szmierek’s debut album, reaching No.3 in the independent albums chart. Szmierek is managed by Underplay.
In April 2025, Ethan Beer joined the company as head of press from Satellite 414, further establishing Underplay as a full-service promotional, management and label operation. Alongside his own artist management roster, he added experience across music, fashion and lifestyle PR.
Underplay’s current promotions roster includes Cameron Winter, AG Cook, MJ Lenderman, JJerome87 (alt-J), Gnarls Barkley,Curtis Haring, Witch Post, Lava La Rue, Berlioz, Unflirt, Nxdia and Swim Deep, among others.
The company’s management roster includes Art School Girlfriend, Bathing Suits, Circe, Jessica Winter, Kloyd, KuleeAngee, Melin Melyn and Porij.
Chris Bellam said: “Launching Underplay Recordings, and working exclusively with distribution partnership Virgin Music Group feels like a natural next step. We’ve built a strong relationship with the team 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.”
Richard Ashton, artist & label partnerships, Virgin Music Group, added: “We’re absolutely thrilled to be working with Chris and the team at Underplay as they launch Underplay Recordings. Chris and the team have impeccable taste, which we’ve witnessed first-hand via a number of campaigns – from Art School Girlfriend to Antony Szmierek – and so we’re delighted to work even closer with them on the new venture.
“This next chapter feels like a natural evolution of the relationship we’ve built. With our global infrastructure and Underplay’s deep roots in the independent community, we’re in a strong position to build these artists worldwide. We’re proud to be part of it from day one.”
PHOTO (L-R): Mike Hale, Vanessa Bosåen, Rich Ashton, Chris Bellam, Ethan Beer
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