The man behind 3bn streams, a string of chart-topping artists – and Wetherspoon’s latest tequila brand.
Ask Michael Adex how he has achieved all this over the course of 28 years and he gives him some “unwavering” credit for his will to make things happen.
But the Manchester-raised entertainment mogul, who first tasted success as the talent manager behind the rapper Aich before founding a talent agency, record label and global music publishing business, he is acutely aware that any powerful visionary, or even a good idea, needs cash to survive.
The UK aims to be a leader in “deep technology”, an area of innovation that includes advanced technologies such as artificial intelligence, quantum computing and blockchain. But the road from a bright idea to commercial success can be a bumpy one, especially for black entrepreneurs.
Research about Digital Catapultwhich works with government, industry and academia to grow businesses through the use of high technology, found that only 0.2% of overall investment in the UK goes to black-owned companies.
Adex, who was named last year Forbes’ magazine “30 under 30” is to change that, acting as an ambassador for the Digital Catapult program of Black Founders, which supports 10 businesses on their commercial journey. Previously selected companies went into partnership with large corporations and attracted interest from angel investors.
A box office year in business for Adex. Wetherspoon’s is stocking MODA, the tequila brand it founded, in more than 800 restaurants, while Sypz, the distilled water brand Adex co-founded with Aitch, was picked up by Iceland. Adex has also taken on an entertainment agency, NQ, in partnership with Columbia Records UK, aiming to be the label’s access to the hottest emerging music stars in the north of England.
“Even with ambition … if you want to take some steps, as I did independently, you need to be able to grow your strength,” Adex says. “That’s what the program looks like [Black Founders] they are so important to give people an understanding of how to make money and express their vision.
The potential for high tech technology to further impact the UK’s creative industries can be seen in the Digital Capital initiatives aimed at Black Founders programmes.
Everyone belongs through societies immersive life in fields including music production, gaming, storytelling and education.
They include TwoShot, which uses voice detection technology to address proprietary issues related to AI-generated music; Mismatch Studios, which creates digital virtual clothing worlds, giving designers a sustainable way to prototyping designs; and immersive, which uses biometrics and AI to create “hyper-personalised” games.
Adex’s own path to success in the music industry – NQ producers have worked with artists such as Central Cee, ArrDee, Tion Wayne, Bryson Tiller, Mist, Blanco and Anne-Marie – began at school.
It was natural, he said. “I had quite a lot of contacts and friends, I had family in London, going every summer and visiting. And from there I started to make relationships and screen with artists.
“Having loads of talent around me” Manchesterit made me want to wear it, because I was going to London and had so many opportunities to see and be seen at Manchester, the lack of that.
“It’s important to show what things black people can be involved in,” Adex adds. “I never want anyone to feel like they’re ending,” he said of the importance of Black Founders.
“I’ve always been strong, I’ve never seen barriers, thinking I can’t do something because of where I am, my background, or what I look like. But looking back now six or seven years down the line, and seeing what I’ve done, I’m almost in disbelief now.
Speaking at the Black Founders programme, Jessica Rushworth, chief strategy officer and military officer at Digital Catapult, said that “breaking down the barriers to well-scaled venture capital” was “at the heart”, adding: “The new cohort of new solutions will undoubtedly unlock new opportunities to grow the creative economy in the UK “