YOUTUBE PICKS UP THE CHECK

Here’s an interesting initiative: YouTube Music is funding a program to help support independent music managers in England and Scotland, offering 12-month grants of up to £15,000 through a partnership with the Music Managers Forum.

The Accelerator Programme for Music Managers is aimed at individuals in full-time or part-time employment looking to make the leap into full-time music management with their own companies.

As well as providing grants, APMM will offer yearlong training and mentorship, delivered in partnership with CMU Insights, Music Ally and the Scottish Music Industry Association (SMIA).

Azi Eftekhari from YouTube Music said: “We believe passionately in the importance of managers in developing the next wave of U.K. talent. YouTube Music is proud to partner with the Music Managers Forum on the Accelerator Programme, which we hope is a game-changer in providing emerging managers the opportunity to hone their skills and focus on their business.”

Fiona McGugan, General Manager of the Music Managers Forum in the U.K., added: “The role of music management has undoubtedly been elevated across the past decade. It’s a challenging profession, and a good manager needs to be across all aspects of their client’s business—be they an artist, a songwriter or a producer. However, many managers also face financial uncertainty, particularly in the early stages of their career, and we fear that without proper support the music industry will lose vital talent from across the country.

“By partnering with YouTube Music, the Accelerator Programme offers a way of addressing this dilemma. The programme is for managers who are already building a track record, and our aim is to encourage applications from across England and Scotland, from all genres and backgrounds, and to leave a lasting legacy that serves a whole generation of artists.”

Does this close the “value gap”?