Agencies collaborate in new online music programme


By Jonnie Owen

Tuesday, 18th of May 2021

Music and creativity have seen many of us through the darker times of lockdown and yet the artists themselves have suffered. The pandemic has served to highlight the need for new digital ways to find and support musicians, particularly emerging artists. I recently had the pleasure of working alongside Director Albertine Rae of production company WhyNow on a pilot for a new online music show.

Weeks before lockdown we seized the opportunity and booked a venue. We carried out the additional Covid measurements and training in line with Government guidelines to make the design of the shoot safe, booked professional technicians and set designers, pro live kit and set pieces. Then we had just one more element to complete – the line-up.

We reached out to the industry for artists and within hours we had an overwhelming response from labels, managers and artists to fill the four available slots for the purpose of a pilot – not an easy task.

We decided to choose an exciting, diverse and ‘genreless’ line-up that we thought best captures the exciting sounds in the UK music scene right now. It was such a pleasure to work with Kimbo, Babeheaven, Cheryll and Ella Grace.

Nobody in the room had heard live music for almost a year. When each artist took to the stage and made their first noise, it was electric. It was like experiencing live music again for the first time, in a new and bizarre intra-Covid safe zone, but the way my body reacted was familiar; the goosebumps hugged the back of my neck like an old friend. 

To see all of the exclusive performances and interviews with the emerging artists, check out our Youtube channel and subscribe here.

If you represent any up and coming artists or are a brand looking for sponsorship, we’d love to hear from you. 

Thanks to my team at The Fifth and extended fam at WhyNow. The artists, Babeheaven, Cheryll, Ella Grace and Kimbo for being superstars. The presenters Arielle Free and Jake Denton. To the Shoreditch Studios team. Becky and Millie at UROK Management, Emma at Your Army, Charlotte at Kobalt, James at Red Light Management, Pip at Friends Vs Music, Jason at Developing Sounds, Ace at Starseed Entertainment. Lighting Designer – Jamie Corbidge, set by Lucie Brooks Butler. Lighting supplier – Dave at Storm Ltd, Sound suppliers – Robin at Capital Sound and Luther at SSE Audio and Cover it Up.