AWAL has launched a fund aimed at discovering and developing British content creators working on music-focused formats, in partnership with Gen Z creative consultancy lemontank.
The AWAL Creator Fund, announced on Wednesday (April 8), is a five-month program that will select up to three creators for mentoring, training and financial support. Selected creators will receive a £2,000 grant alongside one-on-one mentoring, learning and development sessions, and the opportunity to work with AWAL artists and campaigns.
Applications are open until Wednesday (April 22), with successful candidates due to be announced in the week commencing May 11 and introduced on a panel at The Great Escape Conference on Friday (May 15).
In a structure mirroring AWAL‘s deals with recording artists, the selected creators will retain ownership and creative control of their work, allowing them to build and monetize their intellectual property independently.
“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.”
“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.”
Sam Potts, Co-Managing Director of AWAL
The program, running from May to September 2026, will provide training in what AWAL describes as “hard” skills that support income generation, including budgeting, planning and pitching. It will culminate in an end-of-program pitch event aimed at the wider music industry.
Creators will access support from a range of specialists including Rebecca Barry, AWAL Creator Manager; Sinead Mills from Practice Music for public relations; Arif Mahmud, General Counsel at AWAL, for IP law; and Jacob Rickard, former BBC Radio 1 producer and founder of lemontank, for production and format development.
“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.”
Jacob Rickard, founder of lemontank
Rickard said: “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.”
lemontank describes itself as a Gen Z creative writers’ room. The consultancy, founded by Rickard, specializes in connecting brands with young audiences through a community of creatives aged 18–25.
Last year, lemontank partnered with the BPI and music marketing agency Blackstar on a study titled Seeking Community: Gen Z’s true relationship with culture & music consumption. That report, which surveyed 500 respondents across the UK, examined how 18–25 year-olds discover, consume and connect with music.
The Creator Fund’s ownership-first approach is consistent with the model that has defined AWAL since its founding. The company, acquired by Sony Music Entertainment from Kobalt Music Group for $430 million in 2021, allows artists to retain ownership of their copyrights across its tiered service model.
Potts was elevated to Co-Managing Director of AWAL alongside Victoria Needs in July 2025, as part of a UK leadership reshuffle that also saw Matt Riley promoted to President. Potts joined AWAL in 2019 as Vice President of Promotion, having previously served as Head of Radio Promotions at Columbia Records.
AWAL‘s UK roster includes artists such as Jungle, Little Simz, CMAT and James Marriott, the latter of whom reached No. 1 on the Official UK Albums Chart with his second studio album earlier this year.Music Business Worldwide
