When RAYE launched Escapism as an unbiased artist in October 2022, the track’s pan-European radio marketing campaign was dealt with by UK-headquartered plugging specialist Propeller Communications.
Inside months, it was charting in additional than 20 European territories, earlier than occurring to hit No.1 on the UK Singles Chart in early 2023.
Three-and-a-half years later, Tom Rose’s firm, now formally rebranded as GRAPE.VN (pronounced Grapevine), continues to be RAYE’s radio group throughout Europe.
And in 2026, with the now-superstar’s hit single The place Is My Husband! (Human Re Sources/The Orchard), GRAPE.VN delivered considered one of its most bold pan-EU outcomes but: High 10 airplay in 18 markets.
“This may have beforehand been an enormous funding and coordination job [for a distributor] to service that many markets,” Rose tells MBW. He explains that GRAPE.VN is “labelled as disruptive” as a result of the agency doesn’t have “folks on the bottom in every nation”.
As a substitute, GRAPE.VN employs “a group of polyglots,” who, in response to Rose, “converse just about each language in Europe throughout our small group”.
He provides: “We nonetheless decide up the telephone and attempt to go to each main station at the least a few instances per 12 months, however we depend on nice techniques, clear communication of story, knowledge that issues, and constructing respect with our connections to ship outcomes that beforehand had been maybe solely attainable with on-the-ground promoters.”
After a decade of buying and selling below the Propeller identify, Rose is relaunching the corporate as a multi-service unbiased music enterprise providing radio, PR, administration, model partnerships, and label providers below a single roof.
“We’re way more than a radio firm,” says Rose.
The radio arm, as soon as the entire enterprise and now considered one of 5 verticals, stays the engine.
Led by Head of Radio Espen Blödorn-Mentzoni, it delivered greater than 300 placements within the high 200 airplay charts throughout 30 European nations in 2025, working campaigns for Gorillaz, Wunderhorse, MOLIY, WizTheMC, Sonny Fodera, Zerb and Swedish Home Mafia. This 12 months has already seen chart success for RAYE, The Neighbourhood, Justé, Sam Feldt and Prospa. Among the many new purchasers are UK indie band Blossoms (for each radio and PR).
The corporate’s roots run again to 2014, when Norwegian indie label Propeller Recordings launched its UK operation with Rose on the helm. Two years in, whereas overseeing worldwide advertising and marketing for the label, Rose grew pissed off that Propeller’s artists had music with real pan-European enchantment, however that hiring top-tier radio pluggers in every particular person market was costly.
His response: over the course of a 12 months, he and a small group scoured the European Broadcasting Union’s community of public radio stations and cold-built relationships with music heads, one after the other. That contact base grew to become the inspiration of all the pieces that adopted.
By the point Rose exited as MD of Propeller Recordings in 2018 to launch his personal label and administration enterprise, the radio arm he’d constructed had quietly turn out to be a pan-EU powerhouse. “Individuals had been bored with being ripped off by ineffective pluggers on the backside finish of the market and sky-high costs for efficient pluggers,” he says.
The 2026 rebrand is, in essence, the formal unveiling of an operation that’s been quietly increasing for a few years already.
The brand new PR division is led by Michael Cleary (previously of Beggars/XL, Sony/Columbia and WMA), and has already run campaigns for Jason Derulo, Blossoms, grandson, Grasp Peace, Claire Rosinkranz, and Island [Records UK]’s Westside Cowboy.
The administration roster consists of ADMT, who releases his debut LP From Good To Dangerous And Then Again Once more by way of BMG on Could 15 and is at the moment supporting Louis Tomlinson on a UK/European enviornment tour. Additionally on the roster: St. Lundi, co-managed in North America with ex-RCA Co-President Joe Riccitelli, who has amassed over 200 million streams. Dance/pop producer Marcus Wiles has additionally simply been added.
On the label facet, Finola Doran (Head of Rock and Alt on the radio group) now leads new imprint Fly Tip Data, whose current signings embody London trio Lifeless Air, recent off a UK headline tour and a assist slot with Skindred.
And thru a JV with Lars Bendix Düysen, (a former VP of Partnerships at Sony Music GSA), who has overseen offers for the likes of Tate McRae and 21 Savage by way of his Bendix Leisure enterprise, GRAPE.VN is now providing pan-European artist model partnerships. The primary deal is about to go stay in June, alongside “some big seven-figure world offers in negotiation”, in response to Rose.
The group has additionally simply been bolstered by two appointments: New rent Lewis Cleaver, previously of Sony Music, joins Rose on the administration facet, whereas long-time Propeller exec Kevin Benz continues to guide enterprise improvement in his position as Director of Partnerships.
“WE’RE 100% INDEPENDENT, OPERATE ON OUR PROFITS AND ARE WELL KNOWN FOR OUR SPECIALISM. BUT WE’RE AMBITIOUS. OUR GOAL IS TO BE A BIG PLAYER WITHIN THE WIDER MUSIC SERVICES MARKET.”
TOM ROSE, GRAPE.VN
Right here, Tom Rose tells MBW why now was the proper second to rebrand, why “disruptive” radio promotion in 2026 seems to be very completely different to the outdated plugger mannequin, why PR nonetheless issues within the streaming age, and extra…
PROPELLER HAS BEEN A KNOWN NAME IN EUROPEAN RADIO PROMOTION FOR OVER A DECADE. WHY REBRAND NOW, AND WHY GRAPE.VN?
We’ve mentioned rebranding since 2018, however our focus is at all times on the providers we provide firstly. During the last 12 months, we’ve come a good distance within the number of providers that we provide, working alongside among the most respected artists globally. It felt like an apt time to relaunch.
As for the brand new identify, I like folks questioning the way it’s spelt, and it feels enjoyable. It sums up what we purpose to attain: ‘I heard it via the grapevine…’
THE COMPANY ORIGINALLY GREW OUT OF PROPELLER RECORDINGS, THE NORWAY-BASED LABEL. HOW DID THE JOURNEY FROM LABEL OFFSHOOT TO STANDALONE, MULTI-SERVICE COMPANY UNFOLD, AND AT WHAT POINT DID YOU REALISE THE OLD NAME NO LONGER FIT?
We began as an offshoot of Propeller Recordings, however I left as MD of the label in 2018 to begin my very own label and administration enterprise. Though the CEO of Propeller Recordings continues to be a shareholder within the radio a part of the enterprise, we function as completely completely different entities.
I used to be managing Au/Ra on the time and had a profitable couple of years overseeing the discharge of Panic Room with CamelPhat and Darkside with Alan Walker. We additionally took on Seeb for administration and delivered good releases with artists like Bastille, and remixes for Taylor Swift.
The radio enterprise was essentially constructed to service Propeller Recordings artists, but it surely quickly grew to become clear that there was an enormous demand for a pan-EU radio providers firm. Individuals had been bored with being ripped off by ineffective pluggers on the backside finish of the market and sky-high costs for efficient pluggers. Our purpose was to check the market earlier than investing in territory-specific promo. Quick ahead 10 years, and we’re now equally efficient in comparison with top-tier pluggers throughout most markets in Europe.
In 2024, we began different providers we might provide. We’ve added pan-EU PR, a model partnership JV, and we additionally tackle artists and labels on a consultancy foundation after we discover super-smart folks with a monster hit on their arms who haven’t run a label earlier than, or artists with wonderful songs who’re in want of inventive steerage.
THE CORE PROPOSITION OF GRAPE.VN IS BRINGING RADIO, PR, MANAGEMENT, LABEL SERVICES AND CONSULTANCY UNDER ONE ROOF. WHY DOES THAT MATTER IN 2026, AND WHAT’S THE COMPETITIVE ADVANTAGE OF BUNDLING THESE SERVICES?
The aggressive benefit is the sheer breadth of our work and phone base. We work with just about everybody in a single capability or one other. We see how hits are made, not six months in the past, however right now, and the way artists are efficiently developed. We’re conscious of touring alternatives and are in a position to current interesting choices each to and for our purchasers.
It’s clear that the street for true artist improvement continues to be a protracted one. You can also make shortcuts with breakthrough songs and alternative, however tenacity wins long-term.
WHERE ARE YOU SEEING THE BIGGEST OPPORTUNITIES IN EUROPE RIGHT NOW, AND WHICH MARKETS ARE THE HARDEST TO CRACK?
From a radio perspective, Poland is commonly considered as a wildcard, but it surely’s a very key marketplace for us.
We’ve labored a number of No.1 airplay data over there within the final couple of years, and it at all times has a tangible impact on total consumption.
“Issues don’t occur in a single day, however when you have got sufficient of a narrative, issues can actually catch hearth.”
France is commonly seen as a difficult market, as is the UK. Nevertheless, French radio networks simply must be approached on the proper time. Issues don’t occur in a single day, however when you have got sufficient of a narrative, issues can actually catch hearth, like we’re beginning to see with RAYE in France at the moment.
HOW DO YOU IDENTIFY WHICH VIRAL TRACKS HAVE GENUINE POTENTIAL AT RADIO, AND WHAT’S YOUR HIT RATE?
For us, it’s the case of trial and error, informing our technique transferring ahead. Some genres are very onerous in Europe. As a rule, you want tempo, an enormous second within the first 60 seconds and a construct all through the track that leads the listener to need to hear once more. Generally that may differ [if] the consumption knowledge is so sturdy, or it’s a specialist file on the lookout for tastemaker assist. However for hits, it’s a little bit of a system.
“For hits, it’s a little bit of a system.”
We’ve labored some massively profitable songs which have attained a whole lot of 1000’s of spins, and typically it simply doesn’t work. Radio networks do a variety of testing, so we will begin sturdy in a market by promoting wider consumption knowledge, after which the track assessments badly on a playlist.
We’re trustworthy about expectations. Individuals can at all times ship us music and we’ll give our greatest enter on the file. We are saying no to a variety of songs. We worth our contacts on either side, so we solely tackle music that we consider has some form of industrial potential throughout our community.
THERE’S A LONG-RUNNING DEBATE ABOUT WHETHER RADIO STILL MATTERS IN THE STREAMING AGE. WHERE DO YOU STAND, AND WHAT DOES THE DATA TELL YOU ABOUT RADIO’S ROLE IN BREAKING RECORDS ACROSS EUROPE TODAY?
It’s all vital. PR was seen as turning into irrelevant, however tastemakers assist construct tribes round artists, and this impacts streaming, as algorithms scan press to establish artists’ true recognition. Radio is identical. In case you get one or two performs on a school radio station in Germany, you gained’t see any influence. But when that’s all you’re getting, there’s an opportunity that the music will not be connecting anyway.
“PR was seen as turning into irrelevant, however tastemakers assist construct tribes round artists, and this impacts streaming, as algorithms scan press to establish artists’ true recognition.”
In case you have a number of mainstream radio playlists on networks throughout a market, this can construct consciousness of the track and artist. It would ship folks to eat on different platforms, assist these revered algorithms and have a tangible impact on stay inside the market.
Throughout Europe, it’s a part of the combination and has worth. A primary instance is Europe’s largest market, Germany. Their airplay chart is the place a variety of hits begin throughout most genres outdoors of home rap. Likewise, having your track in excessive rotation at VRT Studio Brussel will result in mainstream recognition and sold-out reveals in Belgium. Reality.
THE PR ARM IS RELATIVELY NEW. YOU’VE ALREADY WORKED ON JASON DERULO’S PAN-EUROPEAN TOUR, THE NEW BLOSSOMS CAMPAIGN AND EMERGING ACTS LIKE WESTSIDE COWBOY AND CLAIRE ROSINKRANZ. WHAT GAP IN THE MARKET DID YOU SEE THAT MADE YOU WANT TO BUILD THIS IN-HOUSE?
We had been requested time and time once more about PR. If an artist is enjoying a summer time run of festivals, there will likely be press alternatives in each market, and we may help to maximise consciousness.
In case you’re a cool indie band with buzz in your market, there are retailers to convey alongside to your first reveals. An excellent instance is Island’s Westside Cowboy, who had an excellent press run into their most up-to-date EP, then supported Geese, and there’s now a variety of anticipation in direction of their debut LP.
There are in fact many artists that don’t match into the press panorama in Europe. There are fewer retailers in every market. With an enormous quantity of worldwide expertise, we’re well-positioned to inform groups what is going to work and gained’t, and we move on as a lot as we tackle.
It took us some time to search out the proper individual, however we partnered with Michael Cleary, previously of Beggars/XL, Sony/Columbia and WMA, to guide the PR enterprise. He understands the craft of constructing a narrative and how you can talk it.
ADMT IS RELEASING HIS DEBUT LP IN MAY AND SUPPORTING LOUIS TOMLINSON ON A UK/EUROPEAN ARENA TOUR. TELL US ABOUT THE A&R JOURNEY WITH HIM.
I found ADMT at considered one of his first reveals. He wrote a track known as Man Now, a robust file about not having a robust father determine in his life. We launched his first file within the first month of lockdown in 2020, and it’s been a protracted street to the place we at the moment are. We’ve had a couple of false begins, however we licensed his music to Jamie Nelson [SVP, new recordings] at BMG [in the UK].
We work with their group loads and I really like their angle in direction of artist improvement. It’s a can-do method that typically feels uncommon in bigger firms, particularly if you wish to be worldwide along with your artists.
They stay as much as their guarantees and have actually invested in upping the sport for ADMT. I can’t look forward to his debut album to drop subsequent month. Our personal EU tour in Could/June will likely be bought out over the following week or so, so it’s thrilling instances for positive.
ARE THERE OTHER MANAGEMENT SIGNINGS IN THE PIPELINE? WHAT DOES THE IDEAL GRAPE.VN MANAGEMENT CLIENT LOOK LIKE?
One other precedence is St. Lundi, who we’ve been creating since 2020. We’ve labored within the indie house with him and amassed 200 million streams. While we’ve not had a ‘hit’ but, we’re constructing properly and have partnered with Joe Riccitelli, ex-President of RCA, for administration in North America.
He’s about to file three EPs in three cities over the following 18 months, in LA, Nashville and Stockholm, embedding himself within the inventive communities of every. He simply bought out 18 of 20 reveals on his current UK/EU tour final month, so there’s nice momentum on his facet as effectively.
We’ve additionally arrange Fly Tip Data with Finola Doran, our Head of Rock and Alt, and have an excellent band known as Lifeless Air simply beginning to tour Europe, plus a proficient dance/pop producer known as Marcus Wiles, who’s managed by our Director of Partnerships, Kevin Benz.
We’re on the lookout for expertise that has no ceiling, and we’re prepared to take a position the time wanted to construct a enterprise round every artist. As such, we will’t take loads on, however we’ve simply appointed Lewis Cleaver, ex-Sony, equally tenacious, with an excellent quantity of expertise in rising markets, to work with me on the administration division.
We’re positively up for increasing the roster below his oversight and in addition partnering with non-UK/EU managers who need to make deep connections into Europe for his or her artists.
YOU’VE RECENTLY PARTNERED WITH LARS BENDIX, SVP OF BRAND PARTNERSHIPS AT SONY GSA, THROUGH BENDIX ENTERTAINMENT, TO OFFER PAN-EUROPEAN ARTIST BRAND PARTNERSHIPS. HOW DID THAT RELATIONSHIP COME ABOUT?
I met Lars on a promo run in Germany. He’s bought 20-plus years of expertise within the cultural advertising and marketing house with manufacturers, and the corporate he’s constructing is exclusive in providing an empirical resolution to artist and model partnerships. I’d not seen one thing like this earlier than.
That, and the actual fact he’s bought actual gravitas within the house (having overseen big world partnership offers for artists like Tate McRae, 21 Savage and lots of others) actually excited me. He’s additionally a heat character and enjoyable to work with.
We’re rising a robust community of connections within the model and company house. Our first partnership with a Pink Mild artist and pan-EU model is about to go stay in June, alongside some big seven-figure world offers in negotiation. We’re unaffiliated with companies and labels, so we focus solely on the proper artists for every mission with no bias. Between Lars and I, there’s no barrier to conversations on either side of the desk.
WHERE DO YOU WANT GRAPE.VN TO BE IN TWO YEARS’ TIME, IN TERMS OF ROSTER SIZE, REVENUE AND REPUTATION?
We’d wish to develop our income with out taking up one million and one new artists. We’d wish to construct scale by constructing the careers of our artists.
Perhaps a pair extra signings, and a few partnerships with bigger artists wanting a UK/EU residence. We need to kind extra relationships with modern service suppliers that may add to our providing. There are some tasks in different areas which might be simply beginning out as effectively, so our fame and income will proceed to strengthen.
IF THERE WAS ONE THING YOU COULD CHANGE ABOUT THE MUSIC BUSINESS IN 2026, WHAT WOULD IT BE AND WHY?
Inequality, and the dearth of alternatives for artists from restricted means. While there are breakthroughs and viral sensations, for an artist to take a position the money and time wanted to construct a enterprise for themselves, it feels tougher and tougher to take action while you’re from a much less rich background.
To take day off work to tour, the sheer value of recording and advertising and marketing your music correctly will not be for the faint of coronary heart. It have to be subsequent to not possible for anybody on a decrease revenue stage to feed themselves whereas making the funding to interrupt via.
That is unhealthy for music as a result of expertise isn’t solely an attribute of wealth.
There are some initiatives that we’ve benefited from within the UK, such because the BPI‘s wonderful MEGS scheme, which supported St. Lundi. He left his hometown at 21 with simply £50 in his checking account and constructed a life from scratch on his personal.
I’d wish to see a few of these schemes correctly means-tested for generational wealth. I’ve no thought how that would occur, however the actuality is it takes much more than £50k to totally nurture expertise. There are a variety of issues I might point out, however monetary inequality for artists is on the high.
Music Enterprise Worldwide
