Last month, applications opened for the 7th edition of the MMF’s Accelerator Programme - the groundbreaking initiative we set up with YouTube Music in 2019, with the aim of helping independent music managers build commercially sustainable businesses.
The achievements of Accelerator are something I’m incredibly proud of.
133 individuals have now completed the programme. 90% of them still remain in management (the core goal of setting it up), and many appear to be flourishing. Those who took part last year have reported an 18% increase in year-on-year earnings.
These positive developments are something worth shouting about, especially as the MMF has been raising concerns for some time about the infrastructural challenges faced by many music managers.
Our research reports and surveys have consistently highlighted how MMF members are playing an ever-increasing role in talent development, but often without an adequate financial safety net.
While major record labels continue to retrench, and with artists and music makers increasingly taking control of their rights and starting their own microbusinesses - there is an increasing expectation that managers will shoulder all the additional workload.
On one level, that’s hugely exciting.
Managers are now playing a complex lynchpin role in the industry. They’re helping create new kinds of businesses, tailored around the specific needs of the artists, songwriters and producers they work for. As brand builders they’re overseeing entire teams, trying to develop coherent strategies that tie together live, recorded and publishing. They’re having to seek out new opportunities and stay on top of emerging trends.
However, the resources required to “break” an artist are considerable. Competition is global. If managers are to continue investing their time and money, then they need viable business models too.
With YouTube Music’s backing, as well as support from a range of other partners - PPL, Arts Council England and the Scottish Music Industry Association - Accelerator has helped the MMF to start addressing this dilemma.
The programme is open to UK-based managers with at least 18-months experience. They need to be freelance or own their own company, and work with at least one artist, songwriter, DJ or producer. Those clients can be based anywhere in the world, but collectively they need to have generated at least £25,000 in gross income/turnover in the past 12 months.
Initial applications are by video pitch, with submissions closing on March 3rd 2025.
Full details can be found here.
Those applicants accepted to Stage 2 then have to submit a more detailed business plan, and those who successfully make it onto the programme will receive a combination of grant funding (up to £12,000 will be available in 2025 for each successful applicant) alongside regular expert-led training sessions on all aspects of the modern music business.
Accelerator also provides an incredibly strong peer-to-peer network.
Around 18 to 20 managers join the programme each year. Typically, they will be based all across the country and, as well as our regular meet-ups and attend our now legendary annual retreats. Each cohort has also established its autonomous and active WhatsApp groups, where individuals from different backgrounds share experiences, information and advice many years after the formal part of the programme has ended.
The impacts have been really transformative.
Notable commercial successes from Accelerator Managers include number-one albums (Rich Goodwin with The Reytons), BRIT Awards (Phoebe Gould with PinkPantheress), and Oscar nominations (Alessia Avallone with Soundwalk Collective). The Accelerator alumni have now supported hundreds of artists, songwriters and producers represented including Joy Crookes, Shygirl, Wes Nelson, Joy Anonymous, ENNY, Nippa, Joesef, Bambi Thug, Dry Cleaning, YolanDa Brown OBE, Absolute x Dot Major, Ren, Porridge Radio, Skinny Living, Baltra, Bimini and Caskets.
It’s an incredible roll call of talent.
However, what gives me an even greater sense of pride is the fact that so many remain active in music management.
They’re continuing to build their rosters, employ staff and develop talent. And because Accelerator is a nationwide programme they’re doing this in all corners of the UK, boosting regional music scenes and helping acts who operate within hyperspecific genres to export globally.
Last year’s cohort encapsulates this perfectly.
Of the 18 managers on 2024’s programme, eight were based in London, with the others situated across a multitude of towns and cities, including Birmingham, Brighton, Bristol, Cardiff, Durham, Glasgow, Leeds, Manchester and Motherwell.
Collectively, some represent international DJs, others live electronic or alternative rock acts, another, contemporary Scottish folk performers, one supports a pioneering modern British Panjabi artist, and another self-released artist with 1.95m YouTube subscribers. There’s even a Hip Hop crew from Farnborough and a few with traditional major deals. Each manager's business is different, each manager is personally different, but together they share as a cohort.
The fact they’re expanding those businesses is fantastic.
It’s exactly what Accelerator was set up to achieve.
So if you know a talented manager who needs support, who could benefit from what Accelerator provides, please pass this information along.
And if you are one of those managers. What are you waiting for? Get planning and get involved.
Submit a five-minute video before our deadline on March 3rd.