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elrow reveals the winner of Up&Coming Talent


elrow has revealed the winners of their Up&Coming Talent Competition, which they ran in 2020. From over 3500 entries, 3 rounds and 8 finalists, Amedeo Picone and Florentia are new resident DJs for the brand.

The contestants had to through a series of tests demonstrate their technical musical skills, production knowledge and know-how in the booth, with the plan elrow would find the best artists to enter our annual program. The winners get to play paid shows all over the world, access to the promo pool of elrow and other labels through the music department. Consulting with relationships within the industry, booking agencies, promoters and much more.

So who won?

Amedeo Picone is an Italian DJ and producer. He began with the art of DJing as a child playing with his father’s turntables. From the beginning of his career, he has distinguished himself by his remarkable technique and his enormous charisma. You want to give people what they don’t yet know they want. 

FLORENTIA comes from a new wave of female artists from the London / Essex dance music scene. Her daring, warm and infectious style translates into her mixes, which showcase her skills as a DJ by selecting the music she likes to listen to as a party girl and as a producer. As she says, “the sky is the limit”, and this is only just beginning!

Congratulations to both of them!

Grahame Farmer

Grahame Farmer’s love affair with electronic music goes back to the mid-90s when he first began to venture into the UK’s beloved rave culture, finding himself interlaced with some of the country’s most seminal club spaces. A trip to dance music’s anointed holy ground of Ibiza in 1997 then cemented his sense of purpose and laid the foundations for what was to come over the next few decades of his marriage to the music industry.

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