Photo Credit: Music Week
AWAL has officially launched the AWAL Creator Fund, a new initiative designed to discover and develop the next wave of British cultural curators. In partnership with Gen Z marketing agency Lemontank, the fund aims to foster unique music content formats that can act as a catalyst for British music on the global stage. This move signals a growing recognition within the industry that sustainable “creator businesses” are now just as vital to artist discovery as the music itself.
A New Model for Creator Development
The program, which runs from May to September 2026, is structured to mirror AWAL’s existing deals with recording artists. Crucially, the selected creators will retain full ownership and creative control of their work. Up to three creators will be selected for a five month residency that includes:
- A 2,000 pound grant for project development.
- One on one mentoring with specialists in production and IP law.
- Direct access to work on AWAL artist campaigns.
The curriculum focuses on hard skills like budgeting, planning, and pitching, culminating in an end of program pitch to industry leaders. Experts involved include former BBC Radio 1 producer Jacob Rickard and AWAL General Counsel Arif Mahmud, ensuring creators have a robust legal and production infrastructure behind them.
Building the Next “Chicken Shop Date”
The ambition behind the fund is to create formats that can rival established giants like Tiny Desk Concerts or Chicken Shop Date. Sam Potts, co managing director of AWAL, noted that while social media’s reach is undeniable, the creator sector lacks the infrastructure to support long term entrepreneurialism. By investing in these “cultural curators,” AWAL is essentially building its own promotional ecosystem to break emerging talent.
Jacob Rickard of Lemontank highlighted that this investment is intended to benefit rising artists and the wider industry for years to come. Applications for the fund are open until April 22, 2026, with the successful candidates set to be introduced at The Great Escape Conference on May 15.
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