We're making
the industry a better place
Through innovative technology, hands-on support & global music distribution, we empower independent artists & labels to thrive
Learn how we do itBorn from frustration.
Built for freedom.
The traditional music industry isn’t built for independence. Major labels lock independent talent into unfair deals that limit creative control over their music. And we didn’t think that was fair.
Built for the Independent
We believe that independence is power - so we created Identity Music to empower independent artists and labels to do things their own way.
Tech-Driven. Artist-Focused.
By pairing industry-leading technology with fast, friendly support, we’re giving artists and record labels the tools they need to succeed, without having to sacrifice their ownership, control or creative freedom.
Simple. Transparent. Yours.
No long-term agreements, no hidden costs, no loss of control - just your music reaching the world’s ears.
Identity believes in…
… putting artists first.
Without artists, the music industry wouldn’t exist. Behind all the promoters, editors, distributors, labels & producers, the artist is what matters most. Being artist-centric is what drives us forward.
… being innovative.
You bring creativity, we bring innovation. Our industry-leading distribution platform puts the power in artists’ & record labels’ hands. We’re constantly improving so you can focus on creating music.
… mutual transparency.
No hidden fees. No lengthy contracts. No confusing Ts & Cs. We don’t believe in doing things deceitfully - which is why we go above & beyond to prevent enabling fraudulent activity in the music industry.
… support you can rely on.
Real people, real support, real fast. We’re proud to have an in-house support team prioritising efficient, friendly support for artists and labels via live chat, email & phone. No AI chatbots in sight, ever.
Meet the Identity team
Alex Thomas
A&R Manager
Alex T has an impressive background in Digital Rights Management and knows what it takes to succeed in the music industry. As A&R Manager, he has an insatiable thirst for finding independent artists on the verge of greatness. He’s also a proud Welshman and father of a small human and many furry creatures, many of which join him on regular camping trips. Ask him for his Welsh Cake recipe - you won’t regret it.
Chris Henderson
A&R Assistant
Chris brings an eclectic taste in music and his own musical talent (the cello is his instrument of choice) to the A&R team, scoping out independent artists and record labels for our team to support. When he’s not chatting to artists, you’ll find Chris trying to hit a homerun on the baseball diamond, in the theatre, painting a masterpiece, or scouring local vintage haunts for new additions to his ever-growing vinyl collection.
Liane Abrams
Marketing Manager
Armed with so much marketing and SEO knowledge that ChatGPT was trained off her brain, Liane leads all things marketing activities for Identity Music and our clients. She’s particularly good at balancing data and creativity to develop music marketing strategies. When not typing furiously away, Liane’s usually knitting or having deep and meaningful chats with her two dogs (or both at the same time).
Alex Knight
Client Services Manager
We challenge you to ask a distribution question Alex K doesn’t know the answer to. Alex K has been with Identity Music since its early days, building strong relationships with our partners, artists and labels, and leading a Client Services team that puts our support head-and-shoulders above the competition. Alex K is a musician himself, loves a Lungo, and is often found in a local pub garden with a cold glass of Harvey’s in hand.
Ben Jacquin
Client Management Officer
Pitching in with every element of client support, Ben helps our artists and labels with transferring back catalogue, distributing new releases, and managing Spotify Discovery Mode performance. He’s a trusted source of information for all things independent, always finding new artists to share with the team. Thanks to a love of pub quizzes, Ben’s general knowledge puts the rest of us to shame.
Jessica Cox
Quality Assurance Officer
Nothing gets past Jessica. She’s the eyes and ears of the technical aspects of music distribution, making sure every release meets the standards and guidelines of streaming platforms. Jessica also monitors artificial streaming as part of our commitment to preventing fraud. At the weekend, Jessica will usually be devouring burgers, visiting art galleries, or going for a bike ride.
Simba
Chief Happiness Officer
Simba is the most important team member by far and Identity Music would stop functioning without him (he told us to say that). He’s always hard at work (spotting birds) and takes regular wellbeing naps on the job (HR disapproves, but he’s cute enough to get away with it). Simba’s responsibilities include demanding pets, motivating the team, and tripping Kirsten over.
Tomás Borruel
Marketing Design Officer
Tommy’s official role at Identity Music is Pixel Wrangler. With a few mouse clicks, plenty of ‘creative pondering’ and a much-needed coffee, Tommy turns the rest of the marketing team’s (often insane) ideas into the designs you see plastered all over our social media. Tommy’s a car fanatic, a TV-series-binge-watcher and a lover of anything aesthetically pleasing.
Kirsten Bennett
Business Development
Kirsten’s been with Identity Music since the very beginning, keeping the wheels turning by being our go-to for all things client-facing, problem-solving, operational-planning and employee-relations. She’s our resident coffee-consumer, another F1-lover, and is obsessed with Eminem. Connect with Kirsten on LinkedIn or live chat!
Charlotte Hawkins
Publishing Administrator
Charlotte’s the hero who keeps the Publishing department running smoothly, so that your earnings are collected properly. She’s got a special skill for making the complex world of music publishing feel simple and is always beavering away to make our clients’ lives easier. Charlotte’s partial to a good soup and a lunch break spent buried in a good book (ideally in the sunshine).
Keiran Johnson
Development Project Manager
Keiran is our resident tech-mastermind and the brains behind the in-house technology that powers Identity Music. He’s responsible for designing, building and maintaining our systems, keeping us and our clients constantly ahead of the curve. When he’s not drowning in databases, Keiran’s always got a new foodie recommendation up his sleeve and loves an all-inclusive cruise.
Daniel Warren
Founder & Managing Director
Founding Identity Music back in 2019 and being at the helm of the business ever since, Daniel’s motivation has always been to make the music industry a better, fairer, and more supportive space for independent artists and labels by rejecting industry norms. Daniel’s weekends revolve around F1 (yes, sprint weekends are a big deal), tinkering with a new piece of tech, & rustling up a delicious Sunday roast.
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