'Independent music can thrive everywhere': Inside Ditto's label services success

According to Chris Mooney, global head of label services at Ditto Label Services, the company is performing an indispensable role in the modern music industry.

“The global label services team are not just building artists - artists' lives are changed by maintaining ownership of their art," Mooney states. “Our work is proof that with the right support, independent music can thrive everywhere.”

Mooney’s proclamation is backed up by a consistent run of success. Now approaching its tenth year, Ditto Label Services has helped launch the careers of a range of stars from Stormzy, Dave and AJ Tracey, to Myles Smith, D-Block Europe, Tems and many more.

Last year’s highlights for Ditto included campaigns for MOBO winners Darkoo and Odeal, plus Berlioz, RUBII, Yaelokre and more. Self-funded and fully independent, Ditto has found success at a time of change in the industry, with more options than ever before available to artists and their teams. The team of specialists Ditto has assembled ​ – working across everything from A&R, distribution, marketing and promotion – is ideally suited to today’s climate.

“Since 2018, Ditto’s Global Label Services team has become a driving force behind the success of independent musicians around the world,” Mooney continues. “With offices now established in 15 key territories, we’ve been instrumental in building artist careers across every genre and continent. From launching viral sensations like Yaelokre in the Philippines, to elevating Brazilian stars MC Jacare and Ana Laura Lopes, to supporting Nigeria's Monaky’s rise in the Afrobeats space, and working with icons like Chance The Rapper in the US, while helping develop the next generation of global superstars, the Ditto team is shaping the future of music – one artist at a time.”

"Our work is proof that with the right support, independent music can thrive everywhere."
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​- Chris Mooney, Global Head of Label Services

Mosh Osinibi, senior artist & label manager, UK, says their fluid approach is vital.

“Having the fluidity internally to be able to mobilise our teams label services around the world and service the records globally is invaluable,” says Osinibi. “That is how we managed to help build and flesh out the brand of Odeal, for example, as an international artist.”

Osinibi says that Ditto has “cultivated a structure and framework that allows talented artists to thrive and reach audiences globally”. 

“When you’re working with an artist and team that already has a bunch of strong ideas, being able to be flexible with timelines and plans, and pivot in line with their creative impulses is crucial,” he says. “We're a young but experienced team that understands youth culture and exists within said culture, and as a result, we're able to be a great vehicle to pitch and service the music to key industry stakeholders.” 

Ditto is set up not only to compete with what major labels can offer, but to be able to cater to and maximise the needs of independent artists. 

"Being able to be flexible with timelines and plans, and pivot in line with their creative impulses is crucial."
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​ - Mosh Osinibi, Senior Artist & Label Manager, UK

Callum Hay, head of label services, UK, says it puts them in a unique position. 

“I joined Ditto in 2018 when we were a small team of only two in the London office, and in that time we have grown alongside our artists to a now international presence with 50 staff globally,” he says. “The goal has always been to build the company, sustainably, to be able to support independent artists with first-class services at every stage of their career – from their launch to becoming international stars.”

Hay notes that 2024 was packed with examples of Ditto doing just that. 

“Last year was a milestone year for us realising this goal, with Darkoo and Odeal taking home four MOBOs, including Favourite Girl winning Song Of The Year,” he says. “Berlioz sold over 75,000 tickets globally, including a sold-out O2 Academy Brixton, and Yaelokre topped the Spotify Global Viral chart. We remain focused on building from this success to develop our global label services offering."

"The goal has always been to build the company, sustainably"
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​- Callum Hay, Head of Label Services, UK

Ditto is well known for its longstanding success in the UK Black music space, but recent successes in new genre spaces point towards further growth. The company offered a launchpad for singer/songwriters, including Girl In Red and Clairo in their early years and worked with Myles Smith on his meteoric rise, releasing singles My Home and Solo, and viral sensation Yaelokre, who was one of the breakout new names of 2024. All of that and more point towards Ditto’s ability to build artists on the global stage. 

Ditto has also found new success in dance and electronic music. After finding success with DJ Mag Track Of The Year nominee Kwengface x Joy Orbison x Overmono’s Freedom 2, and Berlioz becoming one of the standout breakthrough artists of recent years, they have seized the opportunity to expand in this space with the hiring of A&R Ehsen 'Esky' Nadeem. This has led to new campaigns including P-rallel, Conducta, Vanco, LZee, London Elektricity, Danny Byrd, as well as label partnerships with drum & bass heavyweights Souped Up Records and 6 Music broadcaster Jamz Supernova’s Future Bounce.

Looking towards the next phase of its development, Ditto has expanded with three new marketing & promotions staff in the UK team over the last year, including senior promotions manager Shanté Collier-McDermott, who joins with a wealth of experience after six years at independent promotions agency All Ears. Joe Mason has been hired as head of global A&R to further build upon the international roster and promote cross-territory artist collaboration, and in the US, they are further expanding their A&R and marketing team. 

Ditto’s expansion is set to continue and it seems that, as Chris Mooney states, the company will be shaping the future of music for a long time to come.

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