American Express today announced the launch of its 2025 Unsigned initiative featuring a once-in-a-lifetime opportunity for unsigned music artists to work with renowned producer, artist and composer Danny L Harle – and to record at London’s iconic Metropolis Studios.
Open to all musical genres and now in its third year, Amex Unsigned helps create breakthrough opportunities for emerging music talent through unparalleled access to live gigs and mentorship.
Unsigned music artists are encouraged to apply by 11 February (2025) and six acts will be selected by a panel of industry experts. The final six unsigned artists will receive a half day of studio time with Danny L Harle, where they can work on a track, adapt arrangements, sample or explore new music concepts and instruments. In addition, the artists will receive mentorship from industry experts, the chance to submit their music to potentially feature in an Amex ad campaign, as well as the opportunity to perform at Amex sponsored events.
Danny’s acclaimed ability to produce, remix, and write songs has seen him collaborate with some of the UK’s best-known artists and festival headliners over the past few years. Danny and the six selected artists will work in the esteemed Metropolis Studios in London, which has hosted some of the biggest names on the music scene. The studio time will take place across three days this spring, with applications now open here. Following the studio sessions with Danny L Harle this year, shortlisted Amex Unsigned acts will also have the chance to perform at a live showcase at The Dome, in London’s Tufnell Park in the spring.
The announcement comes as new research by Amex Unsigned reveals the “true cost of breaking through” for a British-based unsigned artist in 2025, who are now spending an estimated £8,449 annually just to perform and record new music. This includes studio time and sound engineers (average £2,086 per year), equipment (£1,403), and performing (£1,254); all before they’ve even landed a deal.
The research also showed that two thirds (66%) of unsigned artists think greater access to professional studios would improve their chances of career success, with some waiting up to eight months for time in the recording studio.
This impacts the motivations and aspirations of emerging artists, with over half (51%) saying it’s more challenging now than it’s ever been to break through and become a signed artist. That said, two in five (40%) feel that overcoming these hurdles would make a huge difference to their career by increasing their potential opportunities to be discovered in a challenging but rewarding industry.
Previous Amex Unsigned artists have played major festivals in the UK and were given the opportunity to perform at Wilderness, American Express presents BST Hyde Park, and last year, on the first Amex Unsigned stage at All Points East. The Amex Unsigned artists have also featured in two films available on Amazon Prime, following their musical journeys. Unsigned artist Jazzie Martian featured in an American Express® Gold Card TV ad, broadcast nationally, and Sola Guinto participated in last year’s Amex summer Experiences campaigns.
Dave Edwards, VP of Demand Generation at American Express said, “Working so closely with emerging artists over the past three years, we know all too well the hurdles they face. Through the Amex Unsigned initiative, artists can have experiences that help break down barriers in an increasingly tough industry. Every year, we look for ways to evolve Unsigned, to help open more doors for aspiring artists, creating unprecedented breakthrough opportunities for artists across a breadth of genres.”
Danny L Harle said, “With it being harder than ever to break into the music industry, Amex Unsigned is a valuable platform to help artists access resources. I know from personal experience that getting that first break makes all the difference, and I’m looking forward to working with these aspiring artists and hearing their music.”
