Will Ashon (born 1969 in Leicester, England) is an English novelist, former music journalist and founder of the Big Dada imprint of Ninja Tune records. Ashon was educated at Countesthorpe Community College and Balliol College, Oxford. In the mid-1990s he worked as a music journalist specialising in hip hop for publications including Trace, Muzik, Hip Hop Connection, Raygun and The Source. In 1997 he started the record label Big Dada Recordings in conjunction with Ninja Tune, signing and releasing albums by artists including Roots Manuva, Diplo, Speech Debelle and Wiley.