Samuel Nicholls began promoting bands by setting up Transmission with Andy Roberts, putting on bands that included The Artic Monkeys, Good Life and The Subways. The success of the partnership evolved into record label, Dance to the Radio. The Leeds-based label has released records by artists including The Pigeon Detectives, Grammatics, Forward Russia and iLIKETRAiNS. Whiskas is also the guitarist in Forward Russia and has gigged extensively around the world.