AWAL Launches Creator Fund to Support the UK’s Emerging Music Makers

Music company AWAL has announced a new initiative aimed at developing the next generation of British musicians, in partnership with Gen-Z marketing agency Lemontank.

The AWAL Creator Fund will open a nationwide call for UK-based creators with original ideas for music-focused content formats. Up to three applicants will be selected for a five-month programme running from May to September 2026.

According to AWAL, the scheme is designed to “discover, fund, develop and promote the next generation of British cultural curators and unique music content formats”, with the aim of building sustainable creative businesses and strengthening the UK’s presence in global music culture.

Successful applicants will receive a £2,000 grant alongside mentoring, training sessions and networking opportunities. They will also be given access to AWAL artists and campaigns.

The programme will cover both creative development and business skills, including budgeting, pitching and production planning. It will conclude with a final industry pitch event.

Participants will be supported by industry figures including AWAL creator manager Rebecca Barry, PR specialist Sinead Mills of Practice Music, AWAL general counsel Arif Mahmud, and former BBC Radio 1 producer Jacob Rickard, alongside other content specialists.

Sam Potts, co-managing director of AWAL, said the fund aims to strengthen infrastructure for online creators working in music.

“While social media plays a major role in music discovery, the UK creator sector needs more resources and structure to support entrepreneurial growth,” he said. “The AWAL Creator Fund is about helping the next generation build sustainable businesses and shaping UK music culture.”

Lemontank founder Jacob Rickard said the programme would help highlight British creators developing new music formats.

Applications are open until 22 April 2026 at 10am. Successful candidates will be announced in the week beginning 11 May and introduced at The Great Escape Conference on 15 May.

More information on how to apply is available at awal.com/creatorfund.