The Music Managers Forum (MMF) and YouTube Music have revealed the latest participants in their Accelerator Programme, with Dan Chalmers tipping the group’s “emerging leaders” for success.
“Accelerator is now seven years strong and it has blossomed into something truly special – way more than just a programme, it's a real community,” said Chalmers, head of music, YouTube, EMEA at Google. “The exchange of knowledge is a two-way street, where we learn as much from the participants as we impart through support and mentorship.”
Chalmers added: “We are consistently impressed by the ingenuity, tenacity, and entrepreneurial mindset of the emerging leaders in our industry who join Accelerator. We can't wait to team up with the new cohort and make some incredible things happen together!”
We are consistently impressed by the ingenuity, tenacity, and entrepreneurial mindset of the emerging leaders in our industry who join Accelerator
Dan Chalmers, YouTube
Paul Bonham, professional development director at the MMF also offered the latest intake a warm welcome.
“There is nothing like Accelerator anywhere else in the world, and I’m delighted to welcome another 18 participants into the programme taking us to a grand total of 150 managers over the past seven years,” he said. “The MMF is incredibly grateful to YouTube Music, Arts Council England, Creative Scotland, the Scottish Music Industry Association and PPL for their ongoing support.”
Bonham noted that “the impact of entering independent managers into such a vibrant and generous network has been truly profound”.
“It has encouraged our creative entrepreneurs to expand their horizons while continuing to break a rich diversity of culturally and commercially important artists, songwriters and producers,” he said. “Quite simply, Accelerator empowers the industry’s preeminent talent developers to do what they do best - develop talent.”
Established in 2019, Accelerator’s goal is to help participants build sustainable businesses in order to foster a new generation of artists, songwriters and music producers.
Quite simply, Accelerator empowers the industry’s preeminent talent developers to do what they do best - develop talent
Paul Bonham, MMF
Over the programme’s 12-month duration, the group is encouraged to “collaborate, share knowledge and build new networks”.
Last year’s Accelerator cohort reported an average 18% increase in year-on-year earnings, enabling them to support the careers of a wider range of creative talent.
Of the 133 individuals who have completed the programme, more than 90% are still operating as music managers, including managers of artists such as PinkPantheress, Joy Crookes, Shygirl, Wes Nelson, Joy Anonymous, ENNY, Nippa, Joesef, Dry Cleaning, YolanDa Brown OBE and many more.
To date, over 50% of participants have been based outside of London, 42% have been female and 43% have been from Black, Asian or Ethnic backgrounds.
The programme has been supported by organisations including Arts Council England, Creative Scotland, Scottish Music Industry Association and PPL, whose CEO Peter Leathem highlighted the importance of the scheme.
"Managers play a key role in supporting and developing talent but are often unsupported themselves,” Leathem said. “Once again, we are proud to support the MMF Accelerator class of 2025 through PPL Giving, helping equip them with essential skills to build sustainable careers in the music industry."
The MMF & YouTube Music Accelerator Class of 2025 is as follows:
Allie Davies - Tiny Shell (Chloe Slater, Fletchr Fletchr, chameleon, Anolah)
Cali McKinney - Charm Artists (Surusinghe, James Rand)
Dexter Batson - Little Wonder (ARXX, Ezra Williams, superserious)
Fabian Phipps - Intersect (Dove Ellis, Joe Chandler, Noah Baine)
Helena Watmuff - Candy Artists (BODEGA, Child of Prague, HONESTY, The Orielles, Matt Peel, Sergio Maschetzko)
John Baccoli - Vanquish Music (Basht., The Rolling People)
John Forsyth - Lockback Management (Gallus, Spyres, Parliamo, Danko, Dictator, Mairi Sutherland)
Katherine Melling - KZMusic (piri & tommy, Ellie Dixon, Natalie Shay, Tom Vek)
Lei Jennings - Circle Talent (Dolly Rae, MARCEL, Apollo George)
Lekan Latinwo - Intricate Management (ALT BLK ERA)
Niyi Folarin - (Benjiflow, Naila, Cracker Mallo)
Paul Samuel - Sampl Music (Mnelia, Nosa Apollo, Kellimarie Willis, Lilly Raye Music)
Rachel Wingate - Two Tyger (Jamilah Barry, Carrie Baxter, Saffron)
Rosie Watson - Different Creatures (The Big Day, Ryan Hunter)
Steph Van Spronsen - Baroness Music (BLACKGOLD, Henka, North Atlas, DeadWax)
Tracey Kasongo - 20 Twenty MGMT (ShaSimone, Mya Craig, Mica Sefia, DONCH)
Tumisha Balogun - Tag Agency (AMBRR, 00ab)
Will Schreiber - poptown (Finn Foxell, Betty, Casnova, Tommy Gold)
Pictured above the 2025 Accelerators with (front row L-R:) Davy Wales, member development manager, PPL, Niamh Byrne, chair, MMF, Annabella Coldrick, chief executive, MMF, Dan Chalmers, head of music, YouTube, EMEA at Google, Maddy Smith, artist relations manager, YouTube Music
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