THE BIG STORY
Power forward: PRS Foundation programme to build ‘more equitable music industry’
Power Up co-founder Ben Wynter outlines big ambitions for the long-term initiative to support the next generation of black music execs and creators
— BY ANDRE PAINE — Your
essential primer for the month ahead
P
ower Up co-founder Ben Wynter has shared his vision for the ambitious 10-year programme to support black creative and executive talent. PRS Foundation unveiled the initiative in January and is set to open up applications in the weeks ahead for the first year of the project. Grants of up to £15,000 along with industry-wide support and mentoring will be available each year for 20 black music creators and 20 industry professionals.
“While PRS Foundation will manage the programme, it is really important to me that this is run by black people, as they’re able to share the knowledge of their experiences and understand the nuances around certain issues,” said Wynter, an experienced exec and manager who is CEO of Unstoppable Music Group. Power Up has created an executive steering committee, which includes former UK Music Diversity Taskforce chair Keith Harris, 0207 Def Jam A&R director and Black Music Coalition executive committee member Char Grant, BBC controller of pop Lorna Clarke, Stellar Songs co-founder Danny D and Sony Music UK director of Africa, Taponeswa Mavunga, among others. “These are people that have really achieved in the business, they have pushed the boundaries in spite of the barriers that have been put in front of them – it was important to get them on board,” said Wynter, who described some of the committee as mentors to him. PRS Foundation recruited Power Up senior manager Yaw Owusu, who set up focus groups on recording & publishing, live, platforms, gender, sexuality, enterprise and regionality. “Black music professionals and black artists have contributed so much to the music industry,” said Owusu. “For the people who do experience barriers, setbacks and glass ceilings, Power Up aims to fortify their belief in what they do as well as improve skill sets. “The biggest thing is to add hope. We know what a lot of these individuals are able to achieve once they can break through and be given an equal opportunity – that’s the essence of Power Up.” Ben Wynter left his position as grants and programmes manager at PRS Foundation this year for a role as AIM entrepreneurship & outreach manager. He will continue to oversee Power Up with PRS Foundation CEO Joe Frankland. The initiative was drawn up following the Blackout Tuesday collective action last June. “Joe and I had a conversation, and I suggested something that was similar to [gender balance programme] Keychange that
would address the balance for black people working in the UK music industry,” said Wynter. “Initially, a lot of it was based on my own experience over the last 20 years in the business, from seeing how friends and peers have been treated and had to leave the business, simply because they were not given a fair chance.” In alliance with the Black Music Coalition, the Power Up Movement will complement the work of the programme by applying industry pressure to increase black representation. “It was really important that the Black Music Coalition were aligned to this and we work in tandem,” said Wynter. To drive change across the music business, Power Up will set targets on representation for artists and executives and monitor the performance for the next decade of companies and organisations who have come on board. “The only way to really see the long-term effects of a programme like this is to run it for 10 years,” explained Wynter. “Every two to three years, we are going to look at the stats and how this is impacting.”
Wynter is confident that the initiative can help black executives into more senior roles – a problem that needs to be addressed. “You can have massive success, and still not be considered for that next big role in senior management,” he said. “So our aim is to shatter that glass ceiling and power up executive talent to break through and get into those more senior roles, boardroom roles and middle management roles so that there’s a wider representation – and not just in black music either.”
Power play: Yaw Owusu
Along with the support of music trade bodies, Power Up so far has the financial backing of YouTube and Beggars Group. “It’s imperative that this is a programme funded by the industry,” said Wynter. “So far we’ve had very positive discussions, YouTube has been amazing. Beggars’ CEO [Paul Redding] swam the Channel to raise funds [£200,000] – I’m super-passionate about this project, but I could not swim the Channel!” “In every generation’s struggles, music has always accompanied the movement,” said Lyor Cohen, global head of music at YouTube. “As an industry, we must collectively hold each other accountable to keep this drumbeat alive and that’s why YouTube Music is proud to be partnering with the PRS Foundation.” While major record companies have announced their own initiatives to address diversity and racism in society, he suggested that they “can do a lot more” to effect change. But Wynter stressed that Power Up will work together with the music industry on diversity. “It’s just to change people’s understanding, to re-educate and create a more equitable music industry in the UK – that’s the aim,” he explained.
06 | Music Week
musicweek.com
PHOTO: Robin Clewlley
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