Amplify – supporting grassroots music projects
Posted on 30th April 2025 at 17:56
This month brings an update from our friends at the London Music Fund, who have blogged for us in the past about their work improving music education for young people in the capital. Here Kate Kelly, Senior Programmes & Operations Manager, tells us about the charity’s Amplify fund, which supports grassroots organisations to deliver a range of creative projects. Read on to learn about some of the initiatives the fund has enabled, and the latest developments with its launch in Liverpool.
(Image: Performers from HvH Arts Camden’s project, Rock-U-Mentory, funded by Amplify London)
The birth of Amplify
After 10 successful years delivering its award-winning music programme, the team at London Music Fund was exploring ways in which it could develop and grow its work addressing gaps in high quality music education for young Londoners. Identifying the need for support in the provision of non-formal music education settings, the initial concept for Amplify came to CEO Chrissy Kinsella in the way that all the best ideas come - whilst swimming in Beckenham!
Chrissy said:
“I had been thinking about ways that we could expand our programmes and what gaps might exist in provision across London. We had been talking internally about how to support young people who weren’t necessarily following ‘traditional’ music education pathways (e.g. formal instrumental tuition or a western classical focus) and thinking about community-based music education. I was also aware of all the amazing, small and grassroots organisations already working in this area and realised that, rather than focusing on supporting young people directly (e.g. through alternative Scholarship programmes), we could support the organisations themselves.”
Hence Amplify was born! Set up in partnership with YouTube in February 2020, the fund supports small organisations providing training opportunities within the music industry, widening access to creative pathways for young people who face barriers in their careers.
Who Amplify supports
Since its launch, the fund has awarded grants to 25 organisations supporting young artists, producers and musicians aged 14-21 to access creative projects, mentors, personal development programmes and performance spaces. Through music provision specifically tailored to meet the needs of local communities, projects have enabled young participants to access mentors and professional artists, offering networking opportunities and platforming small grassroots organisations.
We’re proud to have supported a wide variety of projects, each addressing a specific need and developing new initiatives that address issues in creative provision for underrepresented young people. These have included Multi-Story Orchestra’s ‘Young Creatives’ which took place in Peckham, giving talented young people the opportunity to create their own music in collaboration with professional musicians. The project culminated in a new work entitled ‘Into the Deep’.
Meanwhile Rap Club’s Spit Game Live! aimed to celebrate, develop and represent the freshest talent, and champion young Black creativity through its award-winning programme ‘The Spit Game’.
(Image: Club Soda: The Next Big Thing - Amplify London 2024)
Most recent collaborations have included Club Soda’s The Next Big Thing, a creative project rooted in Croydon’s community dedicated to breaking stereotypes and fostering a society where individuals with learning disabilities are valued and integrated. And we worked with independent female-led Girls of Grime who strive to steer change towards gender balance within the music industry. Their dynamic ‘Big Sister Circle’ project empowered at-risk and vulnerable young women through music by fostering community.
"Amplify London's support has been pivotal in bringing our 8-week summer BIG SISTER CIRCLE project to life. It’s been amazing to witness these young women stepping into their careers in music, coming together, creating, and growing in confidence through this powerful space. Leading this initiative has been a highlight of my journey in the creative industries and in education. From our Songwriting Camp to shooting the Fearless video at We Out Here Festival, every moment has been about more than just music—it’s been about building real connections and cultivating a culture of community. Our cohort has forged lasting relationships with both their peers and industry professionals, building a support network that will empower the music industry of the future."
Shakira Walters, Founder and CEO, Girls of Grime
Introducing Amplify Liverpool
Empowering organisations to develop their work, the projects have legacies that extend beyond the final showcase, demonstrating the potential for both participants and creative leaders to explore new ways of working that tackle barriers to pathways in the music industry. We’re so excited to be expanding the fund to Liverpool this year, and to be able to support the vibrant cultural scene in the Liverpool City Region.
It was really important for us to build relationships and work with local experts in Liverpool. We were introduced to Creative Producer Yaw Owusu, who has been helping us to identify potential projects for support and build a steering group of experts based in the Liverpool City Region. And we were thrilled to hold an in-person launch event at Royal Liverpool Philharmonic’s Music Room in March 2025.
(Image: Rap Therapy's Rap Enterprise Accelerator project was awarded funding through Amplify London this year. Now, the fund is expanding to Liverpool to invest in similar grassroots initiatives.)
Yaw Owusu sums up what the fund means for Liverpool:
“It is amazing to have the London Music Fund ‘come out of London’ and invest in one of the key music cities in the country, Liverpool. The expansion of the initiative with the Amplify Liverpool fund is dynamic and bold and makes a statement that talent is everywhere, and the support of that talent should reach as far and as wide as possible.
“Amplify Liverpool comes at a great time for the Liverpool City Region. There is a wealth of music talent development programmes, ranging from LIMF Academy to the Liverpool Philharmonic Youth Company to the Noise Project and many more doing exceptional projects that are creating impactful change in the lives of young and emerging talent. On top of that, we have a vibrant music ecology with clearer and stronger pathways to industry than we have seen in a long time. Couple that with the investment to the local industry that the music focused SIF funding intervention has given to regionally-based business and music leaders over the past 5 years, and what the soon-to-be-launched £6.75million Music Futures programme will give, it is fertile ground and fertile times to sow the seeds.
“Financial support for grassroots music programmes in Liverpool is crucial for nurturing talent, fostering community cohesion, and driving economic growth. Our rich musical heritage, from The Beatles to Cream and everything in between and happening now underpins our city’s global cultural significance. Investing in the next generation of talent, and those that support that talent, ensures this legacy continues and evolves. On top of that, it is important that there is targeted support for those who offer progressive creative and career provision for underrepresented and under-served young and talented music creators. We need more of this. Amplify Liverpool homes in on this area, aligning with what is needed in the city.
“We know what happens when we back under-supported and under-represented talent - which goes beyond just investment in their art and career - but has benefits that include improvements to health and well-being, citizenship, economic impact, social cohesion and so much more. This is another brick in the foundation of creating a fairer, more equal and more equitable industry for all. And it’s great that Liverpool gets to work with London Music Fund to create something that will contribute to doing that in our region.”
Further information
To learn more about Amplify, visit https://amplifymusic.uk
For information about the London Music Fund’s wider work helping young people access quality music education, visit the charity’s website at londonmusicfund.org
Tagged as: COMMUNITY ART, CREATIVE COMMUNITY, MUSIC AND YOUNG PEOPLE, MUSIC EDUCATION, YOUNG MUSICIANS
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