Discovering the next big thing is a multi-billion pound industry. The CMATs of this world don’t come overnight. They are born through countless meetings, focus groups and dozens of executives all bringing their two cents to the table. It’s largely remained that way since The Beatles proved there’s big money to be made in boy bands.
But Michael Adex and the global dance brand Cream may have found an alternative way to do it. And it’s through music festivals (sort of).
Michael Adex is the founder and CEO of NQ, the Manchester-based talent management company that’s home to artists such as Aitch, WizTheMC and whYJay. For his efforts, he’s also a Forbes 30 under 30 alumni. With a self-proclaimed ethos of ‘northern roots, global talent’, NQ is a place where artists both start and develop their journey in music, but it also acts as a hub for underrepresented artists to make it from the north of England.
Now they’re breaking into festivals, but much like Manchester itself they’re doing it a little differently.
NQ recently unveiled a unique partnership with Creamfields, the iconic festival that’s brought the biggest dance acts to the north west for over 25 years. Building on its name, Creamfields Recordings aims to “spotlight the next generation of producers and performers” by using the festival as a platform to help develop artists in-front of live audiences.
Creamfields Recordings will encompass everything a typical record label does. It’ll release tunes, scope out hot talent and get records into the inboxes of some of the world’s most influential DJs. But by providing a direct roadmap for bedroom DJs to potentially become main stage headline live acts, Creamfields Recordings offers an all-in-one studio to stage service.
It’s a project that speaks to the changing nature of how artists can reach their audiences. It’s also a reminder that festivals remain a vital breaker for new artists and are places where a single live performance can still send an emerging artist into the stratosphere. But as clubs and venues across the UK continue to suffer, the Creamfields Recordings model could fill a gap in a live music industry that’s in desperate need for opportunity.
Here, we speak with Michael to find out more.
Festival Insights: How did the partnership between Creamfields and NQ come together?
“This partnership came from a shared belief that the next wave of electronic talent needs a platform that joins the dots between culture, releases, and real-world moments.
Creamfields has built one of the strongest live ecosystems in dance music over decades, and at NQ we’ve built our business around developing artists properly creatively, strategically, and commercially across records, publishing and management. Creamfields Recordings is a label designed to support, develop and elevate artists, using the festival platform as a genuine springboard.“
Festival Insights: What are your goals for the partnership?
“Our short-term aims are to establish Creamfields Recordings as a trusted home for new electronic music wanting a platform to be heard and a foundation to grow into an established career.
Long-term, we want to find the next stars in the electronic space and be responsible for birthing their first big moments of their hopefully long careers. With Creamfields global live footprint there are opportunities to really help platform the next big thing.”
Festival Insights: What expertise will NQ bring to this partnership? And how does that pair up with what Creamfields will bring to the table?
“NQ brings artist development infrastructure, creative direction, strategy, release planning, marketing, data-led growth, and the ‘day-to-day’ that turns talent into a career whilst creamfields brings what very few brands can in heritage, trust, and a world-class live platform.
Together, the aim is to work with the stars of the future and guide them along their careers into potential global superstars.“
Festival Insights: What roles can festivals have in breaking new artists and bringing emerging artists to the forefront?
“Festivals are one of the last places where you can put an emerging artist in front of a huge, high-intent audience and get instant feedback. You can literally watch the conversion happen in real time, crowd response, Shazams, social clips, follow spikes and playlist lift.
They also act like cultural validation. A festival booking especially on a trusted platform signals that ‘this artist is next’ to fans, promoters, and the wider industry. When that’s paired with a release strategy, it can accelerate growth quickly.“
Festival Insights: Why are Creamfields specifically a good platform for your artists?
“Creamfields sits at the intersection of culture, credibility and global reach. It’s not just a festival. It’s a brand that’s helped shape modern dance culture, and it reaches a massive, engaged audience year after year.
For new DJs and artists working with an established brand like Creamfields and getting the guidance from NQ release wise, it can quickly accelerate the journey and truly make the sky the limit.”
Festival Insights: The model of Creamfields Recordings is a really unique one that uses festival fields to help introduce new talent and further push established artists. Do you think this is a sign of a changing music industry?
“I believe the industry is shifting from a release first culture to community and moment first. Fans don’t just want music. They want scenes, experiences, and identity. A live backed label is basically acknowledging that discovery often happens in real life and online simultaneously, and the smartest platforms connect those worlds.
Creamfields Recordings is positioned as a dedicated space for both emerging and established artists to release, collaborate and reach global audiences and that kind of integrated model is becoming more important.“
Festival Insights: It’s no secret that clubs and venues continue to close at rapid speed across the UK. As clubs close, is that making it harder for you to break new acts? And is that part of the reason behind your partnership with Creamfields?
“Clubs and grassroots venues closing make it harder for new DJs and artists to build their foundational experiences and skills.
The UK has seen significant pressure on that part of the ecosystem; but the partnership isn’t about replacing clubs. It’s about adding another serious pathway for talent, especially in electronic music where festival culture is a major driver. The goal is to create more opportunity and visibility while still respecting that grassroots spaces are essential.“
Festival Insights: Finally, what are your future plans for Creamfields Recordings?
“The plan is to grow Creamfields Recordings into a proper label platform with consistent releases, a clear A&R identity across the electronic spectrum, and an open door to new talent through demos. We have already started rolling out releases including the first release Fine Night by GABESRXDA with more to come.”
Creamfields 2026 takes place from 27-30 August at Daresbury, Cheshire. Tickets are available now.
