BRIT Trust Diaries: Will Kennard on a decade of empowerment at East London Arts & Music (ELAM)

In this month’s edition of the BRIT Trust Diaries, we hear from Will Kennard, ELAM’s founder, who is also one half of the BRIT-winning electronic drum & bass duo Chase and Status, as the school marks its 10th anniversary… In September 2014, 10 years ago this month, we embarked on a journey to bridge the gap between education and the creative industries with the aim of creating a model and space where young talent from underrepresented communities could thrive. At the start of my own career I taught music production and technology in a large sixth form college in the heart of Manchester. These young people were from some of the toughest backgrounds, and the most deprived areas of the city. Those two years were as inspiring as they were thought-provoking. I was blown away by the talent I saw. I was excited about their prospects, thinking they would surely go on to have successful musical careers, but I became so disheartened when they weren’t able to fulfil their dreams in the same way I was beginning to. This really bothered me because I’d seen how great these kids were and how much potential they had. The fact is, although it was a great school with very passionate teachers, the equipment wasn’t fit for purpose, the curriculum was dated and there was no connection between the school and the many music organisations in the city. At the time my brother Charlie was working for Teach First, so we started hashing out ideas for how we could create a school that could give young people from underrepresented communities the type of musical and creative education they would need to have the best possible chance of success. With feedback and advice from the likes of Universal Music Group, YouTube, Spotify, and various recording artists, teachers and MPs we launched East London Arts & Music – ELAM – in a shared space in Stratford, East London. ELAM is a free to attend state sixth form college, but the key difference is we’re plugged into the creative industries and the community we are part of. Our industry partners help shape our curriculum, provide work experience and internships, hold masterclasses on relevant topics, offer mentoring and ultimately make sure our trainees finish school as employable as possible and with great networks. Over the past decade, we've seen incredible success. We moved into our own purpose-built building in 2017 and we’ve been thrilled to witness outstanding achievements by our alumni. As we celebrate our 10th anniversary, we feel that now is a perfect time to reflect on our beginnings, our milestones, and what the future holds. ELAM’s foundation was built on a vision that all young people growing up in the UK should be able to see themselves reflected in UK culture. With the support of the music industry initially and now the games and film & TV industries, we have turned that vision into reality. Our donors and partners' support has been instrumental, providing us with essential funding and industry engagement opportunities that have been vital to our trainees’ and alumni’s success. Since day one, we have endeavoured to build strong relationships within the creative industries so that we can provide our trainees with valuable networks and real-world experiences. Universal Music Group and The BRIT Trust were some of the first partners to join us on this journey and happily they are still very much part of our school. One of the greatest measures of our success are the achievements of our alumni, who have gone on to make significant impacts in the music, games and film & TV industries. From signing major record deals to performing on iconic stages, studying at elite universities and working for major production companies, ELAM graduates are enjoying great success. FLO, featuring alumni Stella and Rene, have been a shining star. They won the BRIT Rising Star Award 2023, they’ve performed at Glastonbury and Coachella, and appeared on Jimmy Kimmel Live. Similarly, Sekou was nominated for the BRIT Rising Star Award 2024 and performed at the Glastonbury BBC Introducing Stage. Our alumni include incredible songwriting talents such as Ines Dunn and Tendai, both nominated for an Ivor Novello Rising Star Award in 2023. It is also particularly worth noting that many of our alumni go on to have fantastic careers working behind the scenes as industry professionals and helping to power and deliver the UK's incredible music, games and film & TV industries – which is really what our school is all about. We know we have a model that works, so now is the time to grow Will Kennard This year, we were delighted to retain our ‘Outstanding’ grade from OFSTED, a recognition of the hard work and dedication of our teachers and trainees. Our recent exam results were also our best ever, which shows how passionate and dedicated our teachers and support staff continue to be. I could not be more proud. As we look to the future and the next 10 years of ELAM, our fervent wish is that we can expand our provision and support more young people from underrepresented communities to fulfil their potential in the creative industries. We know we have a model that works, so now is the time to grow. The support from The BRIT Trust has been invaluable, helping to fund our state-of-the-art lecture theatre where showcases and masterclasses are held as well as crucial performance lessons, teaching on front and back of house equipment and stage management. Our relationship with the music industry, including the likes of UMG, UTA, PPL and September, as well as partners in the gaming and film & TV industries such as Sports Interactive and Ridley Scott, continues to be a cornerstone of our success and future prospects. As we celebrate a decade of empowering young talent, we remain committed to our mission and our vision that all young people growing up in the UK should see themselves reflected in UK culture. The successes of our alumni are a testament to what we can achieve together, and with the continued support of The BRIT Trust, all our valued industry partners, and the dedicated ELAM community, the future looks brighter than ever. We are excited for the next chapter of ELAM, where we will continue to inspire, nurture, and launch the next generation of creative talent. My profound thanks to everyone who has been part of our wonderful journey so far! Will Kennard is the Founder of East London Arts & Music (ELAM). Learn more about ELAM here: https://www.elam.co.uk/

Digital Discourse: Sammy Andrews on why superfans are the 'lifeblood of an artist's career'

The music industry has transformed dramatically over the past few decades. With the rise of digital downloads and streaming platforms, the way we consume music has changed beyond recognition. While streaming and socials have made music more accessible than ever, it’s also created a world where artists chase viral hits and fleeting fame. It’s within this landscape that the true champions of the music industry are the superfans, at times taken for granted and showered with products aiming for revenue, instead of longevity or connection. Yet these die-hard supporters are vital to an artist’s success and are the backbone of the music business outside of recorded incom Ignoring their importance isn’t just a faux pas, it’s a potentially fatal error for anyone aiming for a sustainable career in music. Superfans are the lifeblood of an artist’s career. They buy albums, merchandise, attend concerts and engage passionately on social media – they’re the ones who stay loyal through thick and thin. Plus, in an era dominated by streaming, the financial backing of superfans is more critical than ever – their willingness to purchase albums and merch provides a much-needed financial cushion in the ecosystem we’re all part of. Beyond the numbers, superfans are also the ones who create buzz around an artist. They’re the first to share releases, create fan art and start conversations on social media. They drive engagement and visibility, often acting as a grassroots marketing team. When an artist drops a new album or single, it’s the superfans who spread the word like wildfire, ensuring that the release gains traction. This organic promotion is invaluable, especially for emerging artists who may not have the backing of a label’s marketing machine. Superfans are also integral to the live music scene – especially in a time where grassroots venues are struggling. Concerts and tours are significant revenue streams for artists, and superfans are the ones buying tickets the minute they go on sale and filling the seats, often travelling great distances to see their favourite acts. The global live music market is substantial, and superfans are a key part of this, driving ticket sales and creating the electrifying atmosphere that makes live performances unforgettable. Their presence can turn a good gig into a great one, and their enthusiasm is contagious, encouraging casual fans to become more invested. Superfans really contribute to an artist’s longevity. We live in a world where the next big thing is always just around the corner, and maintaining a career over several years is no small feat. Superfans provide a stable base of support that can sustain artists through changing trends and the ups and downs of the music business. They’re the ones who keep buying the records, attending the shows and engaging with content after casual listeners have moved on to the next hit. This enduring loyalty also translates into consistent revenue streams, which are crucial for artists who wish to have long-lasting careers. It’s worth noting that superfans are often willing to pay a premium for exclusive content and experiences, something we are all guilty of taking advantage of – but we have to be careful of rinsing them for no real value beyond revenue. And it’s not just global superstars who benefit from superfans – emerging and independent artists also rely heavily on having dedicated followers. Platforms such as Patreon and Kickstarter have made it easier than ever for artists to fund their projects directly through fan support. These platforms allow superfans to contribute to the creation of new music, often in exchange for exclusive content or experiences. But they need industry-wide backing and support. The importance of superfans isn’t just anecdotal – there has been research to support their critical role in the industry. Superfans are more likely to follow their favourite artists on social media and engage with their content, and they’re also most likely to be willing to spend much more on music, concert tickets and merchandise than the average music listener. So, how can artists cultivate and nurture their superfan base? The key lies in authenticity and engagement outside of the DSP algorithms. Superfans crave a genuine connection with the artists they love, not just a high-value product we furiously flog them in release week. This means being present on social media, responding to comments and sharing behind-the-scenes content that provides a glimpse into the artist’s world. Personalised interactions, such as replying to fan messages or giving shout-outs during live streams, can go a long way in making superfans feel valued. Giving them something meaningful also incentivises fans to continue supporting the artist, and things like crowdfunding platforms can be an effective in allowing audiences to contribute directly to the creation of new music and feel a sense of ownership over the final product. I’m planning to do an article soon on the best platforms that I think are truly super-serving the superfans, because in the ever-evolving landscape of the music industry, superfans remain a constant and invaluable asset. Their financial support, unwavering loyalty and grassroots promotion are essential to an artist’s success. Ignoring their importance is short-sighted and, as I said before, potentially a fatal mistake. By recognising and nurturing the invaluable contributions of superfans, artists can really ensure that their music continues to thrive amidst the noise of our modern digital landscape. So, here’s to the superfans… the true champions of the music business, and without whom the industry would be a much cheaper and unsustainable place.