AFEM FACES: FINLAY JOHNSON

Finlay Johnson spent ten years in multiple venue production, artist liaison, and curatorial roles at the world’s largest arts festival, the Edinburgh International Festival Fringe. He then moved to WME’s London office, initially working on arena tours before becoming a responsible agent representing DJs and live acts from underground clubs to festivals to arena tours.

Now leading AFEM, he is seeking to amplify the best of electronic music culture and reduce barriers to education and commerce within the industry.

Vasil: From your personal experience as both a former music agent and now the CEO of AFEM, what do you see as the most important role the association plays for labels in the electronic music scene?

Finlay: The music industry and especially in dance has always had a competitive edge, partly due to the number of independent organisations and collectives. AFEM’s most important role is being a unifying voice for a very fragmented global ecosystem, figuring out the shared challenges, looking at what the solutions might be and then acting as a collective; whether it is licensing, rights management, fair pay from platforms, or adapting to new technology. By bringing labels into dialogue with distributors, publishers, artist managers, and DSPs, we can create the conditions for fairer, more sustainable growth. A rising tide lifts all boats is the mantra here.

Vasil: What advice would you give to labels from your own experience when it comes to licensing tracks and using samples?

Finlay: Be meticulous. A track can travel further than you imagine—across borders, into sync opportunities, into AI training datasets. A record can have a long life in the modern streaming era; you’ve never “sold out of copies.” Clear your rights at the start, and keep good records. It may feel time-consuming, but the long-term value of a track lies in its ability to be licensed and monetised cleanly. We have a number of resources where you can learn about this, including our guide to metadata here:
AFEM Metadata Workshop

Vasil: What are the key lessons you’ve learned in rights management that could help other labels navigate these challenges?

Finlay: The first is education, as a lot of disputes arise simply because people don’t understand their rights. The second is transparency, making agreements and splits clear upfront, no matter how small the release. And the third is adaptability; as new technologies emerge, rights frameworks evolve, so stay connected with industry bodies like AFEM who track these developments. The old saying “you don’t know what you don’t know” is never truer when it comes to metadata. We encourage everyone to get familiar with Creators Learn Intellectual Property (CLIP): CLIP

We also have a number of specialists in our membership whose job it is to clean up and improve metadata.

Vasil: How do you see the role of artificial intelligence evolving in electronic music, and how can AI help labels manage their production and budgets more effectively?

Finlay: AI is both a creative tool and a business tool. On the creative side, it’s helping artists experiment with sound design and workflows. On the business side, it’s already improving metadata management, rights tracking, and financial forecasting. For labels working with tight budgets, AI can reduce admin and allow them to focus resources on talent and storytelling. The key is making sure AI use is ethical and that rights are protected. We have recently launched our Ethical AI Principles:
AFEM AI Principles
I would encourage every artist, label, and rightsholder to read and understand these principles and only engage with companies that can support them.

Vasil: Can you share a memorable challenge you faced while working as a music agent and how it helped shape your approach at AFEM?

Finlay: One of the biggest challenges was negotiating deals between new artists and established promoters where trust hadn’t yet been built. I learned quickly that relationships and transparency matter more than short-term wins. That experience shapes my work at AFEM today, where we focus on creating frameworks and resources that build trust across the industry, whether that is through guides to metadata, finance, or contract advice.

Also, the music industry is small, and the road is long, so artists would sometimes want to say yes to every opportunity. There is huge power in saying “no” and trusting your vision and long-term strategy.

Vasil: How do you think the electronic music industry has evolved over the past decade, and what trends should emerging labels be paying attention to?

Finlay: The past decade has seen electronic music move from clubs and festivals into mainstream culture, including fashion, gaming, film, and wellness. For emerging labels, the trend is diversification: don’t think of yourself only as a record label, but as a creative hub or community that can collaborate across sectors. Also, the direct-to-fan relationship is more powerful than ever, and labels that lean into community-building will stand out. Some of our members like Defected, Hospital, and Fabric have done this really well.

Vasil: What role do you believe diversity and inclusion play in the future of electronic music, and how can organizations like AFEM support that?

Finlay: Electronic music was born in diverse communities, and that diversity remains its lifeblood. Inclusion isn’t just a moral priority, it’s an innovation driver. AFEM supports this by amplifying underrepresented voices, offering resources to promote fair opportunities, and ensuring that when industry standards are set, they reflect the full breadth of the global community.

We launched the Trans Inclusion Charter at IMS 2025:
AFEM Supports Trans Inclusion Charter
Next year, we want to expand our Code of Conduct:
AFEM Code of Conduct

Vasil: For new labels just starting out, what are the most important first steps to build a solid foundation?

Finlay: First, define your identity: what sound or culture are you representing?
Second, get the business basics right with metadata, contracts, and rights management.
Third, invest in a tight group of artists that feels like a community. The most successful labels in electronic music feel like tribes or gangs. From artwork to events to releases, it should feel “in house” as much as possible. Labels that balance creativity with structure tend to endure. Lastly, enjoy it; start a label because you love it, with profit as secondary.

Vasil: How do you personally stay inspired and innovative in such a fast-paced and ever-changing music landscape?

Finlay: I make a concerted effort not to feel jaded or cynical. I post a Record Of The Week and Mix Of The Week every week to stay actively engaged with new music and share it. I also prioritize health, playing 5-a-side football each week.

When I was an agent, I sometimes had to pretend I knew best in a conversation or negotiation. That dynamic is completely flipped at AFEM. I speak to people within the membership who do different jobs to me, but we both love the same genre, so every day is a learning day. That keeps me motivated and inspired.

Vasil: What’s one piece of advice you’d give to artists and labels looking to make a meaningful impact?

Finlay: It sounds counterintuitive, but: Slow. Down. You make fewer mistakes, learn more, and enjoy the process. Couple this with the attitude “perfect is the enemy of progress” and your moves will be more intentional. Build with integrity, clear values, fair relationships, and strong artistic vision, and you’ll have a lasting impact. Artists and labels who have shaped this culture weren’t just chasing hits; they were building movements.

Interview conducted by Vasil Ivanov, The Editor