Underplay is a company 22 years in the making. It has one clear objective: to ensure the right people hear the right music in the right way, whether that be artists, labels, publishers, producers, bookers, presenters, supervisors, programmers, or directly to the fanbase.
Our main focus is managing artists we love and promoting music across TV, radio, press, sync, and DSPs. We have been doing this for many years and possess a wealth of knowledge, experience, and contacts we consider friends.
Chris Bellam set up the company in 2016 and has worked alongside critically acclaimed and chart-topping artists, producers, managers, and creatives since 2001, driven by a passion for great music and a desire to find those who are yet to be discovered.
Mike Hale joined in 2018 from the MOBOs, having previously collaborated with Chris to book FKA Twigs for the awards show, and they have worked together ever since. Chris began his career at XL Recordings and together with Mike, Underplay has since collaborated with many labels, including 4AD, AWAL, Matador, Marathon, Rough Trade, Young Turks, Island, Polydor, Warner, Virgin, Ninja Tune, Warp, Secretly Canadian, Lucky Number, Glassnote, mention a few.
Head of Press Ethan Beer joined in 2025 from Satellite 414, having previously worked with Underplay, leading the press campaign for Lynks. Ethan brings nearly a decade of experience in music, fashion, lifestyle, and events PR, our approach is personal, thoughtful, and built on real relationships. We've secured standout coverage across print, digital, broadcast, and social for both established acts and artists at the start of their journey. Our priority is always the same: amplify the music and the people behind it in a way that feels honest, considered, and impactful. We work closely with artists, labels, media and creative teams to shape narratives that resonate—whether that's through long-form editorial, cover features, or the careful placement of emerging voices in the right spaces
Over the years, Chris, Mike and Ethan have worked directly with many artists, including ADELE, The xx, Daughter, Sampha, Todd Terje, Queens Of The Stone Age, Sigur Rós Bon Iver, Grimes, The National, Alabama Shakes, Warpaint, The Strokes, The Horrors, SBTRKT, Bat For Lashes, GHOST, Lucinda Chua, Jamie xx, Dizzee Rascal, Radiohead, Jack Peñate, Laurel, Giggs, Jai Paul, Tyler, The Creator, Vampire Weekend, Bobby Womack, Loyle Carner, Savages, Mystery Jets, Friendly Fires, Lapsley, Jungle, Cat Power, David Byrne, St. Vincent, Jack White, Paul Banks, Basement Jaxx, Scott Walker, White Stripes, MIA, and FKA Twigs.
