Since launching in the middle of a heavy touring schedule, Cash Only’s Famous When Dead (FWD) has quickly built a reputation for doing things differently. With its roots in house music but eyes firmly on the future, the label blends fashion, visual identity, and carefully curated releases into something that feels more like a movement than just a record label. We spoke to Cash Only, the founder of the label, about artist development, community-building, and staying creative in a scene obsessed with algorithms.
YOU’VE BUILT FAMOUS WHEN DEAD AS MORE THAN JUST A LABEL, IT’S A WHOLE AESTHETIC UNIVERSE. HOW DO YOU HELP EMERGING ARTISTS FIND THEIR OWN VOICE WITHIN THAT WORLD, WITHOUT LOSING THEIR INDIVIDUALITY?
Everyone who releases on the label has their own identity, and we’d never dream of compromising that or trying to make them fit into our world. We sign artists because we love what they’re doing. If we can offer advice and guidance along the way, in a way that celebrates their individuality even more, then that’s the ideal.
FWD’S FUSION OF ART, MUSIC AND FASHION FEELS INTENTIONAL. HOW IMPORTANT IS VISUAL IDENTITY IN NURTURING NEW TALENT TODAY, AND HOW DO YOU HELP DEVELOP THAT SIDE OF AN ARTIST?
We haven’t been able to dive into the art side as much as we’d like just yet – launching the label and juggling my touring schedule has kept us flat out. But the next few months will see more artistic curation, new T-shirts dropping, and events popping up where we can celebrate the artists we work with, or want to work with.
IN A CLIMATE WHERE ARTISTS FEEL PRESSURED TO GO VIRAL, HOW DO YOU ENCOURAGE YOUR ROSTER TO PRIORITISE LONGEVITY OVER MOMENTUM?
I think if you’re trying to go viral, you’ll probably fail. It has to happen organically. Just focus on the music. Good music is more important to us than a dancing dog video that racks up a million views on TikTok.
IF YOU COULD GIVE ONE PIECE OF HONEST ADVICE TO A PRODUCER WHO’S JUST DROPPED THEIR FIRST TRACK, WHAT WOULD IT BE, AND WHAT DO YOU WISH SOMEONE HAD TOLD YOU EARLY ON?
Be patient. It’s a long, hard road to breaking through. Build your community. Take time for your fans – even if there are only a handful – and just do it for the love of music.
THE LABEL HAS QUICKLY GAINED CREDIBILITY FROM BOTH INDUSTRY GIANTS AND UNDERGROUND HEADS. HOW DO YOU STRIKE THAT BALANCE WHILE STAYING TRUE TO YOUR ROOTS?
We’re just trying to push good music. There’s no secret formula. The artistic side gives us a unique angle, but we won’t do anything for money or exposure that doesn’t feel like the right fit for the brand.
COLLABORATION IS A BIG PART OF FWD. WHAT DO YOU LOOK FOR WHEN DECIDING WHO TO BRING INTO THE FOLD, AND HOW DO YOU CULTIVATE TRUST AND CHEMISTRY AMONG NEW ARTISTS?
Places like ADE and MMW are great for meeting people face to face – way better than a few DMs or emails. For me, it’s all about talent, dedication, and a real desire to succeed. I build trust by showing how hard I’ll work a record – and in return, I want artists to match that energy.
YOU’VE BEEN ON BOTH SIDES OF THE DESK – AS A PRODUCER AND NOW A LABEL HEAD. WHAT’S SOMETHING YOU THINK MORE LABELS SHOULD DO TO ACTUALLY EMPOWER NEW ARTISTS, NOT JUST SIGN THEM?
I love A&Rs who go out of their way to reach artists directly, not just wait for tracks to land in their inbox. If you love someone’s sound or production style, reach out, they might have a bunch of great tracks sitting unreleased. When a label shows interest first, it makes an artist feel genuinely valued.
YOU’VE CREATED A PLATFORM THAT CHAMPIONS QUALITY OVER ALGORITHMS. WHAT ROLE DO CURATION AND COMMUNITY PLAY IN YOUR APPROACH TO RELEASING MUSIC IN 2025?
It’s all about community. If you empower people in that space – whether they’re streaming your track, playing your vinyl, or buying a T-shirt – that’s real support. That’s what makes this sustainable.
FWD’S SOUND SITS BETWEEN CLUB ENERGY AND ARTIST-LED STORYTELLING. WHEN YOU HEAR A DEMO, WHAT MAKES YOU THINK: THIS BELONGS ON FAMOUS WHEN DEAD?
It’s simple: Would I play this in my sets?
WITH 17 TRACKS ALREADY OUT SINCE RETURNING TO THE STUDIO, YOU’RE CLEARLY IN A CREATIVE FLOW. HOW DO YOU STAY INSPIRED, AND WHAT DO YOU DO WHEN THAT INSPIRATION STALLS?
Like any emerging artist will tell you, there are ups and downs. I’ve had days where I wanted to give up, but then you play an amazing show, or a massive DJ drops your track, and it lifts you right back up. Once the madness of summer touring settles, I’ll be back in the studio. I love working collaboratively, with engineers, singers, songwriters, it keeps the creativity flowing.
Keep up to date with FWD here
