AWAL has completed the first year of its AWAL Creator Fund.
Launched in partnership with Gen Z marketing agency Lemontank, the initiative provided learning and development opportunities, promotion and funding to three emerging British content creators with unique music concepts.
Social content creators are seen as increasingly important in helping artists to cut through and provide authentic narratives.
In a model mirroring AWAL’s deals with recording artists, the selected creators all retain the ownership and creative control of their work. While the creators retain complete editorial control, AWAL has also facilitated access to key artists from its roster.
As well as creative sessions, the programme focused on providing ‘hard’ skills that support income generation, including budgeting, planning and pitching.
The first AWAL Creator Fund masterclass was held in July at the AWAL office with the three selected content creators: Iona Bieby (Stargazer), Glenn McFarlane (Gigs With Glenn) and Aker Akoye (Bar vs Bars).
Creators were able to access training and support from a range of experts including long-term support from Rebecca Barry, AWAL creator manager, public relations with Sinead Mills from Practice Music, IP law from Arif Mahmud, general counsel AWAL, and production and format development with Jacob Rickard, former BBC Radio 1 producer, as well as one-to-one mentoring from content specialists at AWAL.
All three beneficiaries also received mentoring with AWAL staff: Komali Scott-Jones (A&R director, AWAL), Faye Pritchard (senior marketing manager, AWAL) and Bre McDermott-King (international marketing manager, AWAL).
The AWAL Creator Fund launched at The Great Escape Festival in May. All three participants joined AWAL co-MD Sam Potts and Rebecca Barry for a panel to discuss the British creator ecosystem and the challenges associated with starting a curation format.
Sam Potts (second left) in conversation with AWAL Creator Fund participants at The Great Escape
Since taking part in the initiative the three content creators have continued to develop their music formats:
– Iona Bieby launched season three of Stargazer featuring AWAL artist Finn Wolfhard with over five million impressions across YouTube, Instagram and Tik Tok.
– Glenn McFarlane has been developing Gigs With Glenn, and made his first trip to London and Brighton with the programme, including an interview with AWAL artist James Marriott.
– Aker Akoye launched episode one of Bar vs Bars on August 28 after format development during the programme.
“The young creators pioneering these new formats are building high-demand cultural spaces, but they need proper investment to scale them sustainably,” said AWAL co-MD Sam Potts. “We launched the AWAL Creator Fund to bridge that gap, giving grassroots tastemakers a financial baseline, learning and development opportunities, and access they deserve. What we’ve built in year one is a strong foundation, but it’s just the beginning.”
Rebecca Barry, creator manager, AWAL, said: “The first year of the AWAL Creator Fund has been incredibly exciting. Supporting young creators and hearing directly about what they need from the industry has been invaluable. A huge thank you to all the industry experts and established tastemakers who took the time to share their knowledge and experience — it means the world. I’m excited to see what the next year brings.”
Jacob Rickard, founder and director, Lemontank, added: “I’ve loved spending time with Iona, Glenn and Aker over the last few months and helping to support their wonderful work. The new music world is undoubtedly a richer place thanks to the platforms they’re growing. The AWAL Creator Fund scheme has chimed perfectly with lemontank’s mission to get young people’s creative work valued and included as part of campaigns, so it’s been such an honour to help bring it to life.”
Here, Sam Potts explains the vision behind the initiative, how AWAL can support creators and the positive impact for music…
What's AWAL's vision for the creator fund in terms of supporting a new generation of music content creator talent?
“AWAL's vision is to provide support to grassroots tastemakers by providing them with a financial baseline, structured learning, and direct industry access. We're aiming to help the next generation of UK creators build sustainable content businesses that will champion and promote emerging British music artists on a global stage.”
The focus on funding the content side is unique for a music company – what does that say about the impact of social content for artist campaigns including emerging talent?
“AWAL has always been creator-first and we are applying the same values to the music content space. Social content curators and compelling formats are essential for cutting through noise to provide authentic storytelling and a sense of community in these cultural spaces. Funding and supporting this side recognises their cultural value and addresses the lack of infrastructure present in most other parts of the UK music industry.”
AWAL has always been creator-first and we are applying the same values to the music content space
Sam Potts
How did you select the first round of content creators, what potential do they offer for the industry and artists? What was the industry response at The Great Escape?
“The initial cohort was hand-picked from over hundreds of applicants based on their unique music concepts, making sure that regional voices were represented as well as diversity in genre. The Great Escape launch panel was full, and many aspiring music content creators asked some very thoughtful questions at the end.”
How does AWAL work with creators on social content in general? Are there any examples of successful influencer/content partnerships?
“AWAL works across all promotional areas on behalf of its artists, and we support creators by providing them with campaign collaborations and roster access while allowing them to retain editorial control. A standout success from this initiative is Iona Bielby’s Stargazer episode featuring AWAL artist Finn Wolfhard, which generated over five million impressions across social platforms.”
How did the mentoring and training benefit participants in the first round?
“The program combined one-on-one mentoring from AWAL staff to build soft skills like resilience and negotiation with masterclasses on business ‘hard’ skills like IP law, PR and format development. This structured support gave participants the confidence, financial baseline and professional tools required to scale up their channels and elevate their formats.”
Online cultural curators that define a niche, build a strong connection with their audience and drive music discovery will increasingly play a meaningful part in the music ecosystem
Sam Potts
What kind of support do creators need to take them to the next level?
“Content creation frequently comes out on top when the UK's young people are asked what they aspire to do for a living, and like in songwriting and music performance, it usually starts as a 'bedroom side hustle' and becomes a sustainable career via support of education, training and investment. Content creators in the 'gig economy' are no different and could do with some of the same type of help.”
Finally, how significant can they be as channels within the music ecosystem?
“As the internet gets noisier, busier and more fragmented than ever, human taste and authentic curation will command a higher premium. Online cultural curators that define a niche, build a strong connection with their audience and drive music discovery will increasingly play a meaningful part in the music ecosystem.”
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