Warner Music U.K.’s ADA has partnered with newly launched label, foundation.fm Records (FFM Records), to distribute its new releases. FFM, an offshoot of independent radio station Foundation FM, is run by Becky Richardson.

Richardson and Frankie Wells set up Foundation FM in 2018 to help balance gender bias and boundaries in broadcast, and champion female talent in the underground music scene. The record label, overseen by Richardson and A&R/Label Co-ordinator Danielle Marshall and co-founded with UROK’s Sam Eldridge, launched in May.

Warner Music U.K. CEO Tony Harlow called FFM “an important start-up organization in a musical world where more than half of music fans are women, but female representation in the higher ranks of the industry continues to be far lower.

“This partnership, brought to us by Sam, will not only allow us to introduce the world to distinctive, authentic, and fresh new musical talent, but it will allow us to further our commitment to championing diverse voices.”

Artists on FFM’s roster include Swiss abstract R&B singer, pianist and producer MILYMA, whose electronic-pop EP 321? Was released last month, London-based duo lavender, whose 2020 debut single “peppermint” launched them onto the global music scene, and contemporary R&B and alternative hip-hop artist, Denaisha.