Diplomats of Sound, established in 2010 by Si Chai and Thomas Smallwood (aka Toast), the founders of the renowned festival venue Chai Wallahs, emerged from the vibrant landscape of the live music industry. As the creators of the festival stage known for catapulting independent and grassroots musicians into the spotlight, Si Chai and Toast provided a vital platform for these artists to showcase their talents to diverse audiences across the UK, thereby initiating their journeys in the music industry.

While the Chai Wallahs stage served as a springboard for many artists, it became evident that mere exposure was not enough to propel them forward in their careers. Some lacked the necessary connections with other festival bookers, concert promoters, or venues. Others struggled without a comprehensive strategy for building, maintaining, and growing their brand. Managing tour bookings, handling administrative tasks, and navigating the intricacies of contracts proved daunting for many. Confidence in negotiation and the skills to effectively promote performances to their fanbase were also common challenges.

Armed with the influential Chai Wallahs stage and drawing from over two decades of experience in the live music industry, Si Chai and Toast recognized an opportunity to address these challenges. Thus, Diplomats of Sound was conceived, an artist agency dedicated to nurturing careers and supporting grassroots musicians on their journey from talented performers to well-established entities. Understanding that music is not just art but also a business, the mission of Diplomats of Sound was born.

Having traversed this journey, we intimately comprehend the needs and aspirations of festival programmers. Interacting daily with independent venues and their bookers, we empathize with their struggles, prioritise their needs, and comprehend the intricacies of the industry. Our extensive collaboration with hundreds of artists spanning nearly every musical genre worldwide has equipped us with the knowledge of what works and what doesn’t.

Our overarching mission is to cultivate a vibrant and sustainable music industry that benefits everyone involved – from the grandeur of multi-stage festivals to the dedicated musicians gracing the stage, and the audiences whose enthusiasm makes it all possible. At Diplomats of Sound, we strive to contribute to a flourishing and exciting music landscape where success is a shared journey.