Yamaha Music London announces music ambassadors for 2025

Yamaha Music London has announced the new cohort of music ambassadors who have been selected for their talent, creativity, and passion for music. The four London-based musicians chosen to represent Yamaha’s music store are CODYY, Kevin Davy White, Cian Downing, and Matt Kent & Liv Lester.

In February 2025, 10 finalists were selected to perform original music in a showcase final in front of music industry professionals at Yamaha Music London, Wardour Street, London. 

The judging panel was made up of a team of music industry professionals from Headliner, Yamaha Music London, and TikTok’s music distribution and artist promo service, SoundOn. The judges were impressed by the finalist’s potential and ability to inspire others through their passion and dedication to their craft, continuing to push the boundaries of modern music.

The chosen winners will benefit from a stellar prize package which includes being made a Yamaha Music London ambassador for one year; winners get an instrument of their choice to play; they will receive mentorship, recording studio time and marketing and PR support.

The first ambassador selected is Irish singer-songwriter, CODYY (Andrew Cody), whose unique blend of organic instrumentation and electronic undertones set him apart from the competition. 

A prominent figure on the Irish and UK music scenes, his songs, ranging from the feel-good energy of White Lightning to the introspective beauty of Quarter To Midnight, have earned him sold-out shows and millions of radio impressions. 

CODYY is currently recording his debut album and plans a UK and Ireland summer tour, with multiple festival performances confirmed. 

As a Yamaha Ambassador, he aims to further elevate his music, using Yamaha instruments to fuel his songwriting and performances as he strives to reach global stages.

The second ambassador for 2025 is Kevin Davy White – a singer, songwriter, guitarist, and multi-instrumentalist. With successful stints opening for Texas, Simply Red, and Westlife, he has established a loyal fanbase across the UK and Europe. 

White’s music combines elements of pop, rock, and soul, showcasing his powerful vocals and instrumental proficiency. 

A third-place finalist on The X Factor, he has since released singles and an album, and with Yamaha’s support, he is excited to take his music career to the next level, aiming for worldwide recognition through touring and further releases.

The third ambassador is Cian Downing, an emerging voice in the British indie scene known for his infectious energy and insightful lyrics. Drawing inspiration from the likes of Billy Bragg and The Specials, Cian’s music blends indie rock with ska influences, delivering a sound that resonates with audiences across the UK. 

With plans for a debut album release and a passion for live performances, Cian is excited to work with Yamaha to elevate his music career. 

As a Yamaha Ambassador, Cian hopes to reach new audiences and strengthen his presence within the indie and mod scenes.

Fourth to be announced as ambassadors were classical-pop fusion duo Matt Kent & Liv Lester, who are revolutionising the way classical music is experienced. Kent (violin and vocals) and Lester (piano and vocals) have been gaining recognition for their unique reimagining of classical themes through pop songwriting. 

Their viral TikTok series, Turning Classical Music into Pop Songs, has amassed over 40 million views, and their single Lacrimosa has over 13 million streams. As Yamaha Ambassadors, they aim to bridge the gap between classical and contemporary music, using Yamaha’s pianos and keyboards to showcase their artistry and connect with a broader audience across the globe.

"It was fantastic to judge this years Yamaha Emerging Talent competition; an incredible group of musicians representing so many different styles and genres," said Rachel Young, head of product, distribution and monetisation, SoundOn EMEA – one of the judges. "It was hard to whittle down our winners! It is great to see a brand with such rich musical heritage and prestige as Yamaha, commit to supporting upcoming independent talent in this way. On behalf of the team at SoundOn, we encourage all of the contestants to continue to express and share their art with the world."

These four artists join a growing group of Yamaha Music London Ambassadors who are redefining the future of music across various genres.