AWAL has launched the AWAL Creator Fund in partnership with Gen Z marketing agency Lemontank.
According to a statement, the new initiative from the global artist development company is designed to “discover, fund, develop and promote the next generation of British cultural curators and unique music content formats, fostering sustainable businesses that will catalyse the resurgence of British music on the global stage”.
The AWAL Creator Fund is launching a nationwide open call for British content creators with unique music concepts. Up to three creators will be hand-picked to join the five-month programme, running from May to September 2026, offering them the resources and insight needed to develop their content and brand.
Successful creators will receive a support package, including:
• A £2,000 grant
• One-on-one mentoring with content and production specialists
• Learning and development sessions and networking opportunities
• The opportunity to work with AWAL artists and campaigns
In a model mirroring AWAL’s deals with recording artists, the selected creators will retain the ownership and creative control of their work.
As well as creative sessions, the programme focuses on providing ‘hard’ skills that support income generation, including budgeting, planning, and pitching. It culminates in an end-of-programme ‘pitch to the industry’ event. Creators will benefit from training and support from a range of experts with backgrounds in broadcast, social media and global record companies.
Creators will access training and support from a range of experts including long term support from Rebecca Barry, AWAL creator manager, public relations with Sinead Mills from Practice Music, IP law from Arif Mahmud, general counsel AWAL, and production and format development with Jacob Rickard, former BBC Radio 1 producer, as well as one-to-one mentoring from content specialists at AWAL.
By investing in cultural curators and music formats, our ambition is to provide a much-needed promotional platform for emerging British music talent
Sam Potts
"Whilst the reach and influence of social media for music discovery is important, the British content creator sector needs resources and a robust infrastructure to support their entrepreneurialism," said Sam Potts, co-managing director of AWAL. "By investing in cultural curators and music formats, our ambition is to provide a much-needed promotional platform for emerging British music talent. The AWAL Creator Fund is about ensuring the next generation of creators can build sustainable businesses and help shape UK music culture".
Jacob Rickard, founder and director of Lemontank, added: “I’m so excited to spotlight British creators who have innovative ideas for the next iconic format to rival Chicken Shop Date, Tiny Desk Concerts, Fire In The Booth and more. Huge kudos to the AWAL team for recognising that this needs doing, and for providing investment that will be of huge benefit to rising star creators, young artists and the wider industry for years to come. We’re honoured to be able to help make it happen.”
Applications are open until Wednesday, April 22, 2026 at 10am. Successful candidates are due to be announced in the week commencing May 11, 2026 and introduced on a panel at The Great Escape Conference on May 15.
More information on how to apply is available at awal.com/creatorfund.
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