Godwin ObajeIn the late 2020s, former One Direction star Liam Payne set out to transform London’s music industry with the launch of TEN Music Group, a bold artist-first label championing genre-fluid creativity. What began with fanfare and high hopes has since become one of the most sobering cautionary tales in the capital’s cultural history.
TEN promised to revolutionize artist development—eschewing traditional models in favour of authenticity, experimentation, and full creative control. For a time, it worked. The label quickly attracted emerging talent and major buzz, drawing eyes from both fans and investors alike.
But behind the scenes, cracks were forming. The turning point came with the chaotic cancellation of TEN’s flagship event, Urban Echoes—a multi-day festival meant to showcase the label’s roster and vision. Canceled at the last minute due to unpaid debts, the fallout was brutal. Damaging internal emails leaked, partnerships dissolved overnight, and key investors pulled out completely.
Artists were left stranded—some with unreimbursed travel, others in debt from self-funded performances that never happened.
The impact on the broader London music ecosystem was immediate and chilling.
Investor Flight: Venture capital firms began backing away from emerging music startups, wary of what was now seen as the “celebrity-backed curse.” Anything with a famous name attached became radioactive.
Artist Distrust: A generation of new artists, many of whom had pinned their hopes on TEN, felt betrayed. The idealism that once defined the scene gave way to distrust and disillusionment. While some turned to DIY collectives, others saw their careers stall altogether.
Mentorship Vacuum: The debacle sent a ripple effect through industry veterans. Many became reluctant to engage directly with new talent, fearing association with unstable ventures.
Venue Caution: Prestigious performance spaces, including The Roundhouse, grew far more selective about collaborations—especially with initiatives led by high-profile figures.
Sound Shift: As the city’s creative energy recoiled, many scenes retreated into genre purity. The experimental crossovers TEN encouraged gave way to renewed focus on tradition—grime, drill, and UK jazz reclaimed their corners of the culture.
Yet despite the wreckage, some good emerged from the fallout.
Accelerated DIY Ethos: “Artists grew savvier, self-reliant, and ownership-focused,” noted one industry analyst. The collapse of TEN forced musicians to learn the business side quickly, taking more control of their careers.
Still, the cost was human. Promising careers were cut short. Trust between artists and the industry at large was shattered. “It was a warning shot,” said one venue booker. “A reminder that star power cannot buy a sustainable musical future.”
Today, the industry moves forward with caution. Rebuilding has been steady but pragmatic. New collectives, labels, and venues are emerging—but with a hardened realism born of hard lessons.
Payne’s venture aimed to push boundaries. In the end, it revealed just how fragile those boundaries were. The ghost of TEN Music Group still lingers—not as inspiration, but as a lesson London’s music scene won’t forget.
Godwin Obaje
