Yamaha Music London 2024 ambassadors: And the winners are…

Yamaha Music London’s 2024 ambassadors can finally be revealed, after three winning acts were selected at a compelling talent showcase at the company’s flagship UK store.

On December 7, eight finalists participated in a hotly contested showcase at Yamaha Music London’s resplendent Soho store, in which each performed two songs before an audience of fans and industry influencers, as well as a panel of judges from across the music business. All eight acts had taken part in a semi-final contest to earn their place in the final, with each of the semi-finalists selected from hundreds of entries.

The winning acts on the night were indie-soul sister duo Deuxes, guitar virtuoso Hide Takemoto, and folk-pop duo Stone Jets.

Deuxes unique brand of indie-infused soul proved a major hit with audience and judges alike, as their soaring harmonies and infectious melodies captured the imagination of all in attendance.

Meanwhile, Takemoto’s instrumental pieces were utterly compelling, such was the towering level of technical skill and musical dexterity on show.

Likewise, Stone Jets delivered a show-stopping performance, with a deft blend of truly distinct vocal stylings and instant melodies captivating everyone in the room.

The other finalists on the night were Ben Murphy, Sam Wray, Jide Kuti, Ayygayle, and Peter J Adamson. All eight demonstrated precisely why they had made the final shortlist; such was the standard of songwriting and musicianship on display.

In their role as ambassadors, Deuxes, Takemoto, and Stone Jets will be given access to Yamaha's vast array of award-winning instruments for a year, the chance to perform at some of London's best venues (including Yamaha's Soho-based music store) and receive exclusive mentorship in developing their future success as artists.

What’s more, the winners will also benefit from a professional recording session at Headliner HQ's studio, an appearance on the Headliner Radio music podcast, an editorial profile in Headliner, three months of PR support, mentoring sessions, and social media support via shares across Yamaha Music London and Headliner’s social media pages.

The campaign marks the second year in a row in which Headliner, in partnership with Yamaha Music London, has offered solo artists and duos the chance to become ambassadors for Yamaha’s flagship UK store.

Speaking to Headliner, all three acts expressed their excitement at the opportunities their new roles will bring.

“Winning this contest is incredible and profoundly humbling,” said Deuxes. “We are truly honoured to be recognised among such talented artists. We appreciate the opportunity to collaborate with Yamaha, an industry legend!”

“I’m too chuffed to think of anything to say, I hope it’s not a big prank!” said Takemoto. “I’m just so happy to be Yamaha Music London’s ambassador. I’ve been playing Yamaha guitars nearly 20 years and now I’m officially recognised! It’s a dream come true.”

"It was really an amazing experience when we were announced as winners and we didn't expect it with all the other talented acts,” Manfred of Stone Jets commented. “I also fell in love with the Yamaha Revstar that made my job easier on the night.”

“Being picked amongst our peers as the Yamaha Ambassadors for 2024 made Christmas come early this year,” added fellow Stone Jet, Given. “We are extremely excited for the journey with Yamaha and Headliner.”

The panel of esteemed judges on the night included Harry Knyt, senior consultant at RCA/Sony and A&R director for NQ/Sony Publishing; Toyin Mustapha, head of content UK for TikTok; Nimesh Jani, co-founder of Catalyst Management, Rian Zoll-Khan, CEO of RNR MGMT; Dani Simonett of UTA (United Talent Agency); and Nichal Sethi, Head of Artist Services UK, TikTok.

"We are delighted to be partnering with Headliner for a second successful year in our search for new and emerging London-based musicians to become Yamaha Music London ambassadors,” commented Stephen Davies, Yamaha Music London Manager.

“This is an exciting partnership! As the world's greatest music instrument manufacturer, Yamaha offers award-winning instruments, global expertise and the very latest in music technology combined with Headliner's wealth of industry knowledge and second to none music business contacts. The ambassadorship is an incredible prize for an emerging artist to win.”

“We are so proud of our current ambassadors – Bertie, Beth Keeping and Nina Fine – who have been amazing,” Stephen added. “They have had some incredible experiences and have done an exceptional job whilst representing our iconic store. It's time to pass the baton onto the next music ambassadors and set them on the track to success!"

Headliner recently caught up with last year’s winners to find out how their Yamaha Music London ambassadorship has impacted their careers.

We also spoke with Yamaha Music London manager Davies for an in-depth look at why the flagship UK store is ‘a music destination like no other’.