HOW BRANDS CAN SUPPORT YOUNG MUSICIANS AND CREATIVES
An interview with Izzy Lee-Poulton
For young musicians, the pandemic has put a serious break on their plans. Gigging, meeting and collaborating with other creatives, industry networking, and collecting practical experience is all key in the early stages of an artist’s career. And while live music opportunities are temporarily on hold, young creatives are left wondering how they can make the most of this time.
Since her days at FRUKT delivering brand activations in music, Izzy has worked with various music charities including Music for Youth, an organisation providing live music opportunities, showcase events and music education to young people, and the Roundhouse, which supports young creatives with studio space, workshops, and more. As part of her work with these organisations, Izzy has spent a lot of time directly talking to young artists and creatives to understand their perspective.
“What young musicians really want right now is to learn practical skills. We asked them what content they would like to see, but really there’s a lot of talk about content fatigue. They want content that’s educational, so they’re prepared for when the industry reopens – musicology, music history, practical lessons online, anything that will stimulate real change for them. Young people want to spend this time learning.”
“The best way that brands can help these young musicians and artists is by providing them with opportunities and lessons that will enable them to flourish on the other side of the pandemic.”
As a positive example, Izzy mentions a podcast by Youth Music, produced by young people and for young people about music and the arts. “That has been such a fantastic bit of content, because young people have also been able to get involved. It’s those kinds of opportunities for young people to actually create content and do something practical from home that’s going act as a facilitator for future projects.” In a similar way, the Roundhouse too has been adapting to how to best support young creatives through this time. With their ‘Round Your House’ initiative they are offering workshops from home studio guides to song writing and podcast producing.
Speaking about what she would like to see more from brands, she says, there are lots of brands that are already doing great work in this space, but there’s also a lot they can learn from music charities. Many brands have run exciting initiatives – providing studio space, mentorship programmes or offering performance opportunities. What would be great is to see those things happen as continuous ongoing initiatives. “One of the reasons why the Roundhouse is so appreciated, is because there’s continuous programming and support. It’s a hub for young creatives.” Charities also work directly with young people on a grassroots level. If brands and charities were to partner up, together they could have a really great impact.
Find out more about the Roundhouse’s work with young creatives: Check out the ‘Round Your House’ initiative and read their ‘Roundhouse Creating Futures’ report on the impact of their work and the pandemic on young people.