Matt Cheetham joins Motive Unknown as Director

Matt Cheetham

I am delighted to announce that Matt Cheetham has joined Motive Unknown as Director. Matt is one of the smartest people I know; in 2001 he founded a then-innovative streaming audio platform, Samurai FM, which became a hub for many independent labels and brands with bases in London, Berlin and Tokyo. Post-Samurai, Matt exited music, won awards for his photography and moved into marketing innovation where he was most recently working with Dufry, operator of the world’s Duty Free shops with a market cap of around $8bn. Matt’s experience combines extensive knowledge of the music industry, but critically a wealth of experience beyond it, and it is the latter that we feel will bring a fresh perspective on a sector that frankly needs more innovation. He also has the best promo photo I’ve seen in a long time. Reach him via