AWAL and lemontank launch ‘Creator Fund’ to seek out the subsequent technology of British music-focused content material creators

AWAL has launched a fund geared toward discovering and growing British content material creators engaged on music-focused codecs, in partnership with Gen Z inventive consultancy lemontank.

The AWAL Creator Fund, introduced on Wednesday (April 8), is a five-month program that can choose as much as three creators for mentoring, coaching and monetary assist. Chosen creators will obtain a £2,000 grant alongside one-on-one mentoring, studying and growth periods, and the chance to work with AWAL artists and campaigns.

Functions are open till Wednesday (April 22), with profitable candidates on account of be introduced within the week commencing Might 11 and launched on a panel at The Nice Escape Convention on Friday (Might 15).

In a construction mirroring AWAL‘s offers with recording artists, the chosen creators will retain possession and artistic management of their work, permitting them to construct and monetize their mental property independently.

“While the attain and affect of social media for music discovery is necessary, the British content material creator sector wants sources and a sturdy infrastructure to assist their entrepreneurialism,” mentioned Sam Potts, Co-Managing Director of AWAL.

“By investing in cultural curators and music codecs, our ambition is to offer a much-needed promotional platform for rising British music expertise. The AWAL Creator Fund is about guaranteeing the subsequent technology of creators can construct sustainable companies and assist form UK music tradition.”

“While the attain and affect of social media for music discovery is necessary, the British content material creator sector wants sources and a sturdy infrastructure to assist their entrepreneurialism.”

Sam Potts, Co-Managing Director of AWAL

This system, operating from Might to September 2026, will present coaching in what AWAL describes as “onerous” expertise that assist revenue technology, together with budgeting, planning and pitching. It would culminate in an end-of-program pitch occasion aimed on the wider music trade.

Creators will entry assist from a spread of specialists together with Rebecca Barry, AWAL Creator Supervisor; Sinead Mills from Apply Music for public relations; Arif Mahmud, Common Counsel at AWAL, for IP legislation; and Jacob Rickard, former BBC Radio 1 producer and founding father of lemontank, for manufacturing and format growth.

“Big kudos to the AWAL group for recognising that this wants doing, and for offering funding that will probably be of giant profit to rising star creators.”

Jacob Rickard, founding father of lemontank

Rickard mentioned: “I’m so excited to highlight British creators who’ve modern concepts for the subsequent iconic format to rival Rooster Store Date, Tiny Desk Live shows, Fireplace In The Sales space and extra.”

“Big kudos to the AWAL group for recognising that this wants doing, and for offering funding that will probably be of giant profit to rising star creators, younger artists and the broader trade for years to come back. We’re honoured to have the ability to assist make it occur.”

lemontank describes itself as a Gen Z inventive writers’ room. The consultancy, based by Rickard, focuses on connecting manufacturers with younger audiences by way of a neighborhood of creatives aged 18–25.

Final yr, lemontank partnered with the BPI and music advertising and marketing company Blackstar on a examine titled Looking for Neighborhood: Gen Z’s true relationship with tradition & music consumption. That report, which surveyed 500 respondents throughout the UK, examined how 18–25 year-olds uncover, devour and join with music.

The Creator Fund’s ownership-first strategy is in line with the mannequin that has outlined AWAL since its founding. The corporate, acquired by Sony Music Leisure from Kobalt Music Group for $430 million in 2021, permits artists to retain possession of their copyrights throughout its tiered service mannequin.

Potts was elevated to Co-Managing Director of AWAL alongside Victoria Wants in July 2025, as a part of a UK management reshuffle that additionally noticed Matt Riley promoted to President. Potts joined AWAL in 2019 as Vice President of Promotion, having beforehand served as Head of Radio Promotions at Columbia Data.

AWAL‘s UK roster contains artists equivalent to Jungle, Little Simz, CMAT and James Marriott, the latter of whom reached No. 1 on the Official UK Albums Chart together with his second studio album earlier this yr.Music Enterprise Worldwide