Jamie Unknown is a London-based DJ, producer, and A&R at Armada Music, where he has spent the past three years working across a broad spectrum of electronic music. He focuses on signing and developing artists, while also finding new ways to utilise catalogue, driving it towards new directions and audiences. Alongside his work in A&R, he continues to build his profile as an artist within the house and UKG space.

A&R: What We're Looking For (and why your Demo got ignored!).

The most-asked question in music, answered by the people who actually decide. Five A&Rs. Five very different labels. One room.

On the panel: A&R boss at one of drum & bass's most respected institutions, a label that's been pushing the underground since 2002. An A&R from Armada Music, Armin van Buuren's empire and one of the biggest independent dance labels in the world. VP A&R at Ninja Tune, the legendary UK independent home to Bonobo, Bicep, Black Country New Road, Little Dragon and a roster that's defined leftfield electronic music for 30+ years. The head of Overview Music, the genre-spanning home for forward-thinking DnB. Plus the man behind Big Love and until recently long time A&R at Defected.

Five A&Rs, five rosters, five wildly different filters, but they all sit on the other side of the inbox you're trying to break into.

Expect honest answers on:

⚡ what gets opened, what gets binned, and why

⚡ the difference between 'good' and 'signable"'

⚡ how they actually find new artists in 2026 (it's not your demo email)

⚡ what makes a label say yes... beyond the music

⚡ the red flags, the green lights, and the myths that need to die

Whether you're sending demos, running a label, or just nosey about how the gate actually keeps!

Pull up a chair this one's for you!