Could you tell me a little about yourself and how your career came to this point?
I have always been a fan of great music and obsessed by music culture, but I kind of fell into the industry once I finished university and started my own business. Since then, I have always run my own businesses, which have allowed me to have done a wide range of roles and work with so many great people and organisations across the music and music culture space. I have taken everything I have done and mixed that with my own views and now class myself as a creative consultant. I specialise in the strategic design, development and delivery of music and music culture projects, programmes and initiatives that deliver long-term impact for creatives, brands, organisations and communities.
I have worked with the likes of Google, MTV, BET, MOBO, BBC, Universal Music Group, Levi, Liverpool Football Club, The Fader, Bauer, and Diageo and have produced several acclaimed radio, television and documentary projects for the likes of BBC Radio and TV, Spotify, and more. I am constantly working on super impactful projects within the music industry.
How did the idea for Global Music Leaders come about? What does the programme offer?
The idea came out of a project that ran for a few years before I got involved, whereby a group of international music professionals would come together at WOMEX Festival to connect and experience the event together. Global Music Leaders just took that idea further and deeper by curating a group of exceptional and diverse music leaders from across the world, and focusing on developing their ability to lead, accelerating their professional competencies and connecting them together and to people and organisations they would not normally get to meet.
The programme included online and in-person masterclasses, a Q&A with YouTube's global lead for Black music Tuma Basa, leadership training, individual DiSC profiles focused on the participant’s personality and behaviour, peer mentoring, one-to-one professional development coaching. ideation and collaboration for an event as part of WOMEX 2024, and actually attending WOMEX 2024.
What was the process of choosing the 12 representatives?
We wanted to ensure that all 12 participants were exciting and exceptional emerging international music leaders who were change-makers across their domestic music industries and music cultures/scenes. We wanted to get a real cross-section of practitioners encompassing various industry professional roles. It was important that the group was truly diverse in terms of pedigree, practice and process. I suppose, even more importantly, we wanted the people who were selected for the programme to be able to benefit highly from the opportunity and that the programme would super-charge their ability to lead, enhance the impact of their leadership, and enable them to increase their scope of work towards an international level.
We did an open call via the networks of Brighter Sound and the project partner British Council. From that stage, potential participants could apply via an online application form. The application form focused on the applicant’s work to date, what they hoped to get out of the process, what they would to contribute, and how this will help them fulfil their longer term career objectives.
Once we had the applications in, we went through a detailed selection process with representatives from Brighter Sound and the British Council working together to select the final 12, which included a round where each representative remotely assessed each application based on a criteria and then a shortlist was created based on the highest average scores, which we discussed at the next stage, which was a panel. It was a long and thorough process but I think anyone would agree it led to an amazing cohort.
Global Music Leaders had the chance to attend WOMEX 2024
(Credit: Rachel Bywater)
How important is it for the music industry to provide opportunities for diverse voices? Is the industry doing enough to bring these voices into the mainstream?
It is critical that the music industry provides opportunities for diverse voices and also makes those voices feel empowered. It is important that everyone in this industry feel valued, heard, seen and supported. We can look at this purely as a moral obligation, and it stands up, but there’s also a economic case for it. If we look at it from the angle of economists there's a massive financial impact because we know — and this is measured — that failure to have and maximise diversity in the workplace or any industry means that the industry doesn't grow and isn't worth as much.
You can't really make true change if people in certain spaces are only of one background, one race, or one gender. This is why I think the biggest risk attributed to a lack of diversity is risk of stagnation that will result. The music industry will not be sustainable, never mind able to grow, if the people in it and driving it, are homogeneous. It just doesn't work.
This fight isn't just about numbers, it’s about how people are treated and what the options are to go to the top and influence, and how much power people have to implement their vision, their skill set and their experiences. There is a lot of good work going on but I don’t think there’s enough support, especially long-term support, in place. I fear that on the back of 2020, the industry thought it could sprint to the finish line, but this is definitely not a sprint — more akin to a marathon. The industry needs to be in it for the long haul.
How has the Global Music Leaders programme gone so far? What have been some of the highlights?
The programme has been truly incredible. It has been inspiring for the participants and the programme leaders too. We have all learnt from each other and built incredible bonds. Highlights for me would have to include Tuma Basa’s Q&A, our welcome meal when all members arrived in the Manchester for WOMEX, and the industry ideation session we ran as part of the Future Forming Symposium at WOMEX. Those were my highlights but, if you spoke to the participants, I’m sure they would select others. I suppose that’s the magic of these programmes.
Do you hope to be able to run Global Music Leaders again in the future?
I 100% want to run GML again. This programme gave so much to the participants but, now we have nearly completed it, it is apparent how we can build upon it and make it stronger and stronger each round. Also the cohort members are networked now so we know there will be a great legacy. The thought of adding to this international network of music leaders, every time we run a GML project is so exciting and could really lead to massive sustainable change in our industry.
WOMEX 2024 gave the Global Music Leaders a platform for professional networking
(Credit: Rachel Bywater)
What is the biggest thing you personally have learned from being a part of running this programme?
I kind of knew this already, but this programme exemplified it — boundaries and borders do not mean a thing when there’s a common cause, purpose and focus. I watched these extraordinary professionals, with different disciplines and experiences from across time zones, come together to share, build and support. They have all stepped up a level in their careers and as leaders, and the programme isn’t even done yet.
What would be your main piece of advice for young people wanting to build a career in the music industry?
Just start. I think the industry can be daunting, especially with some of the headlines out there, and we know sometimes people don’t have the best support system when they are starting off. But the best way to get into this is just start getting involved. Make music and share or perform it if you are a music creator. If you are more of an industry professional or creative, just do what you are wanting to. Promote a show. Make a playlist. Help an artist. Write an article. Intern. Just start and go full energy. Be honest and strive for mastery, but always learn. Find like-minded people, apply what you have learned, then repeat. You will look up and all of a sudden you will be in the industry and be known for delivering and caring.
How can our readers find out more about the work of the Global Music Leaders?
The best place is the Brighter Sound website or Instagram page.
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