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Founded in Reading in 2022, Way Out Music Group is a culture led artist management and creative agency working across music, live experiences and brand partnerships. Built from within the independent scene, the company has developed a reputation for forward thinking artist development, strong creative direction and deep roots in UK music culture.

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Led by Thor Sutherland, Way Out Music combines hands on management with a wider creative services offering that supports brands, festivals and platforms looking to connect with audiences in meaningful ways. The team’s work spans events and activations, creative communications, community building, partnerships and culture led storytelling, sitting at the intersection of talent, culture and creative execution.

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The roster reflects a diverse and collaborative collective of artists working across rap, electronic, live performance and alternative spaces, united by a strong creative identity and a shared commitment to pushing culture forward. With chart success, international touring, major collaborations and millions of streams across projects, the focus remains on long term growth, authentic storytelling and meaningful audience connection.

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Thor’s track record includes strategic involvement in independently released chart topping Hip Hop and RnB projects with a combined 350 million streams worldwide, alongside key work supporting the rise of UK artists into global markets. This experience continues to shape the company’s approach, balancing commercial ambition with creative authenticity.

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Alongside artist management, Way Out Music delivers culture driven creative services for brands and live environments. Drawing from real experience across nightlife, festivals and youth culture, the company curates events, creative campaigns and talent led activations that feel natural to the scenes they exist within. This ethos is reflected through projects like Homebass, a fast growing live events platform and record label known for blending underground energy with forward thinking brand collaborations.

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Today, Way Out Music operates as both a management company and creative partner, building artists, experiences and collaborations that move culture forward while staying rooted in the communities that inspire them.