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Music Export Growth Scheme Impact Report 2019 2

BPI Limited Riverside Building County Hall Westminster Bridge Road SE1 7JA

Tel: 020 7803 1300 www.bpi.co.uk Music Export Growth Scheme Impact Report 2 0 1 9

contents

Foreword – 4 Geoff Taylor BPI

6 Executive Summary

8 Infographics

Economic Impact 10 & Artistic Development

38 Appendices

40 Acknowledgements 4 foreword

The Music Export Growth It’s exciting that the Music Export Scheme is a highly successful Growth Scheme (or MEGS for short) is playing its part promoting Geoff partnership between British artists, and, along the Government and the private way, has helped the likes of BRITs sector promoting UK exports. winners Catfish & The Bottlemen and recipients Young Taylor Working together, in 2013 Fathers, and - to the BPI and the Government name just a few - on their musical developed a simple to use, easy journeys to international success. Chief Executive In late July, by MEGS- to access, targeted scheme supported acts , Cate BPI & BRIT that has made a significant Le Bon, and Dave were named as difference to the ability Albums of the Year on the shortlist Awards for the 2019 Hyundai Mercury of emerging UK artists to Prize. The importance of MEGS generate an impact overseas. to artists was brought home to The Scheme operates through me just the other day when I met an experienced panel of industry one of its recent beneficiaries, the experts, who make targeted grants wonderful singer- Tom specifically to UK artists that Speight. Tom explained that, as an have the elements in place for independent artist, his planned tour international success, but who of North America might not have need additional support in order been possible without the funding to seize opportunities outside the he had received. It’s encouraging UK. The combination of music to know that MEGS makes such a streaming and social media have difference to talented artists and made it easier for emerging artists emerging companies that need help to create fanbases around the to grow. world, but new artists in particular Britain has a great tradition often do not have the resources of promoting its music across or networks behind them to take the planet - the UK punches well advantage of global interest in their above its weight as the largest music through touring or active exporter of music in the world campaigns to promote their music after the US - and the Music Export outside their home market. Talent Growth Scheme is an increasingly is indispensable in the modern important foundation underlying music industry, but marketing, this track record. The globalisation showcases, personal appearances of the recorded music market is and continual social engagement bringing increased competition are also necessary conditions for to British music all round the sustained international success. world, but the potential for music export growth is also increasing, Music Export Growth Scheme Impact Report 2 0 1 9

as consumers around the world adopt subscription services such as and . MEGS is no charitable undertaking. Companies that apply must make out a compelling business case with strong prospects for success to justify investment. This strict and rigorous approach has underpinned the effectiveness of the Scheme. Since MEGS launched in January 2014, over 240 applications have been supported with investment totalling nearly £3.8 million. This has generated a 12 : 1 return on investment, with some £36 million generated for the UK music economy.* In addition to its excellent financial returns, the Scheme has an important cultural impact, helping to promote British culture overseas and extend the UK’s soft power. With the UK now looking to develop new international trading relationships, not least in rapidly emerging markets across Asia, Africa and South America, the need for MEGS is arguably greater than ever. I would like to thank The Department for International Trade (DIT) and the GREAT campaign - and the teams there - for their continued support and investment in the Scheme; our Chairman of the MEGS Committee, John Kennedy OBE, and all its members, for all their hard work and efforts; and not least our Director of International, Chris Tams for so capably managing the whole campaign for the BPI artists and music companies alike.

* Financial returns claimed by recipients divided by funding received from Rounds 1 – 14 6

Executive Summary

The Music Export Growth The scheme provides grants The artists that have been funded ranging from £5,000 to £50,000 to have reported multiple business Scheme (MEGS) is a support eligible UK-based music wins with: Department for International SME’s, that have demonstrated Trade (DIT) grant scheme, success in the UK, to break into overseas markets. In the period funded by the GREAT 2016 through to 2020, MEGS Britain Export Campaign funding of £3.8 million has been made available. 53 and administered by the The range of acts supported has Record deals music trade body, The British been a good of the huge Phonographic Industry range of music acts that exist in (BPI) Ltd. Launched in the UK. Of the 242 acts supported at least one of every major genre October 2013, MEGS aimed of music was represented with to further support the 43% of funded acts being Rock & Alternative, 24% Pop and 7% Urban. 47 successful exports of the The applicants funded are from Publishing & UK Music Industry which every geographical region within Sub-Publishing deals contributes around £5.2 the UK. The Greater London area billion to the UK economy is the most represented region (48% of all grants) – this can annually. * mainly be explained by many UK acts having London as a base and the majority of record labels, management companies and other 135 associated music companies being Synchronisation based in London. Licensing deals

as well as numerous festival appearance offers, TV, radio and press promotional opportunities.

* GVA – UK Music “Music By Numbers” Report 2019 Music Export Growth Scheme Impact Report 2 0 1 9

Total financial returns UK music industry estimated by acts contributes around £36M £5.3B 242 £12 for every £1 to the UK acts supported invested by the scheme economy annually**

At least

The applicants funded (Rounds To date the scheme has 1 – 15) are 61% male, 23% female supported 242 acts (Rounds 1 and 16% mixed groups. The scheme 1 – 16) to the tune of £3.8M in of every major genre recognises that we need to do more funding however the selection to attract female artists to apply process is extremely rigorous with of music was but conversely female acts make applications totalling £24.5M having represented up a much smaller percentage of been made to the scheme. applicants and are forming a higher The acts funded estimate their percentage of successful acts when total financial returns to be just compared to mixed groups and over £36M (results from Rounds 1 – male acts. 14) and this equated to £12 for every The scheme as a whole (Rounds £1 invested by the scheme.*** 1- 15) also has a good representation of acts representing Black, Asian, 43% Mixed and Other ethnicity with rock and alternative 14% coming from a BME ethnic group and a further 9% being mixed including both BME and White individuals. The acts funded have also come from a wide range of record labels with 94% of the recipients being signed to an independent label. 24% The majority of the funding has pop been used for projects in North America (55% of all money funded), which is not surprising given that the US is the biggest music market in the world and is the ninth biggest (IFPI Global Music Report 2019). Europe, rather unsurprisingly given the geographical ease of 7% access, is in second place with just urban over 35% of all funding.

** GVA – UK Music “Music By Numbers” Report 2019 *** Financial returns claimed by recipients divided by funding received from Rounds 1 – 14 8

On average

every over £4M £1 has been invested into invested has british returned £12 Music

Over the scheme’s lifetime £36M has been generated from Nilüfer Yanya export revenue Music Export Growth Scheme Impact Report 2 0 1 9

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Ezra Collective 10

Economic Impact & Artistic Development The Scheme to date has funded 242 acts across 16 Rounds. The following pages summarise each round and the results that the funded artists have reported back.

Round Results Announced The successful applicants have reported the following business 1 February 2014 as a result of the scheme: Artists Record 01 deal

Licensing funded: 07 deals 13 Acts funded 1. Afrikan Boy Live agent 2. Zara McFarlane 03 deals 3. Catfish and the Bottlemen Distribution 4. Holy Mountain 02 deals 5. Throwing Snow £273,590 Publishing of funding awarded 6. Fred V & Grafix, deals 7. Drenge 02 8. Beth Jeans Houghton Sub Publishing 9. The Crookes 01 deal Filthy Boy 10. Sync £250,778 deals paid out to funded acts 11. Public Service 14 Broadcasting 12. Melt Yourself Down 13. The Temperance Movement Music Export Growth Scheme Impact Report 2 0 1 9

• 2 performances on US TV’s Round Results Announced David Letterman Show. 2 may 2014 • The funding has helped artists secure support slots with The Artists Rolling Stones, The , as well as numerous festival and stand- funded: alone tour dates. 14 Acts funded 1. Lulu James • Catfish and the Bottlemen were 2. Charli Taft Billboard’s number 1 New 3. Julia Biel artist in America w/c 6/1/15 4. Band of Skulls • Catfish and the Bottlemen won £240,835 5. Metronomy the 2016 BRIT Award – British of funding awarded 6. Young Fathers Breakthrough Act. 7. Savage Messiah The successful applicants reported the 8. SMOKE FAIRIES revenue from funded activities to be 9. Christian Gregory £240,685 10. Dinosaur Pile-Up paid out to funded acts 11. Bo Ningen £1,405,500 12. Skinny Lister 13. Slow Club 14. Transition 前進樂團 Metronomy 12

The successful applicants have Round Results Announced reported the following business as a result of the scheme: 3 september 2014

Sync 11 deals

Brand 02 licensing deals 15 Record Acts funded 11 deals

Distribution Imogen 04 deals The successful applicants have Sub £250,617 Publishing of funding awarded reported the following business 01 deal as a result of the scheme: Songs taken up by major label artists (from songwriter Record deals 05 Charli Taft) 02

£249,332 Live agent • The funding helped artists paid out to funded acts deals secure support slots with 04 , Queens of the Stone Sync deals Age, Gorgon City, The Warped 16 Vans Tour and Black Sabbath as well as numerous festival and Sponsorship Artists deals stand-alone tour dates. 04 Smoke Fairies were invited by YouTube •  01 advertising to play a Bob Dylan funded: deal Grammys Tribute Show to be Publishing aired on CBS TV in the USA. 1. Max Cooper 02 deals 2. GHETTS Songwriter Charli Taft had a •  3. Fink Sub track on the three #1 albums 03 Publishing in Korea and Japan, including 4. Fenech-Soler deals one global #1 with Korean 5. Hadouken Numerous radio session invites girl group Red Velvet. 6. Smoove & Turrell 7. Imogen Heap • Young Fathers were the winners • The funding helped artists of the 2014 Mercury Prize. 8. Waylayers secure live dates at Hellfest 9. Black Moth & (), Nova Rock (Austria), The successful applicants reported the Antlered Man CMJ (USA), Fuji Rocks (Japan) revenue from funded activities to be 10. The Wytches and Wacken (). 11. Dry the River 12. The Wombats The successful applicants estimated the £1,563,500 revenue from funded activities to be 13. The Answer 14. The Heavy 15. Fearless Vampire Killers £2,504,200 Music Export Growth Scheme Impact Report 2 0 1 9

Round Results Announced The successful applicants have reported the following business 4 november 2014 as a result of the scheme: Artists 09Record deals

Publishing funded: 02 deals 16 Acts funded 1. Andy Burrows Sub Publishing 2. Esben and the Witch 03 deals 3. FEMME Artist 4. Happyness 01 collaboration 5. Hollie Cook £225,540 Sync deals of funding awarded 6. Jo Hamilton 7. Jo Harman 12 Brand 8. Kindness Partnership 9. Kyla La Grange 01 deal 10. Lewis Watson £223,506 The funding helped secure paid out to funded acts 11. Mamas Gun • festival performances at SXSW 12. Pulled Apart by Horses (USA), The Fortress Of Alba 13. Steve Wilson Ilulia (Romania), Asymmetry 14. Tom Vek Festival (Poland), Parkfest 15. Wild Beasts (Germany) and Grauzone 16. Wolf Alice Festival (Holland). • Steve Wilson had a number 3 album in the German Album charts. • Wolf Alice were nominated for a Grammy Award in 2015 • Wolf Alice were the winners of the 2018 Mercury Prize.

The successful applicants estimated the revenue from funded activities to be £2,788,100

Wild Beasts 14

Round Results Announced 5 february 2015 Artists funded: 11 Acts funded 1. 2:54 2. Dan Croll 3. Diagrams 4. Futuristic Polar Bears £245,113.94 5. Kate Tempest of funding awarded 6. Kindness 7. Kitty, Daisy & Lewis 8. 9. Phillipa £214,736.40 10. Public Service Broadcasting paid out to funded acts 11. Young Guns Kate Tempest

The successful applicants have • The funding helped Kate reported the following business Tempest secure a spot playing as a result of the scheme: at Coachella (USA) festival in Record deals 2016 as well as 20 other 03 Festival bookings and a TV booking in the USA on the Publishing Tonight Show with Jimmy deals 02 Fallon. Sync deals • Kate Tempest was selected 12 as one of the 12 Mercury Prize Brand Albums of the year for 2017. Partnership 04 deals • Kate Tempest was nominated Sponsorship for the Best British Female 04 deals Solo Performer at the 2018 .

The successful applicants estimate the revenue from funded activities to be £1,582,533

Låpsley Music Export Growth Scheme Impact Report 2 0 1 9

The successful applicants have reported the following business as a result of the scheme: 06 Record deals

Publishing 04 deals

Live Agent 01 deal

Distribution 01 deal

Remix 03 commissions

Sponsorship 01 deal

Sync 03 deals

Faithless Tour Support Invite

Round Results Announced Artists 6 june 2015 • Eska was selected as one of the 12 Mercury Prize Albums of funded: the year for 2015. 1. Ciaran Lavery • Pete Barringer and Pete Boyes 2. Dr Meaker had a Number 1 single in Japan over Christmas 2017 (this 3. Eska 16 was written by Pete Barringer Acts funded 4. Fearless Vampire Killers and Pete Boyes on a trip to Japan 5. Låpsley by the fund). They also had the 6. Lonelady number 2 single. 7. Maribou State 8. The successful applicants estimate the £199,797 revenue from funded activities to be of funding awarded 9. MONEY 10. Oh Wonder 11. Pete Barringer / £3,411,600 Pete Boyes / Paul Drew 12. Sam Lee £184,785 paid out to funded acts 13. SOAK 14. The Temperance Movement 15. Until The Ribbon Breaks (UTRB) 16. While She Sleeps 16

Round Results Announced 7 november 2015

13 Acts funded

£199,162 of funding awarded

£183,572 paid out to funded acts

Artists Luke Sital-Singh

funded: The successful applicants have • Catfish and the Bottlemen reported the following business performed on the Late Late 1. Petite Noir as a result of the scheme: Show with 2. Catfish and the Bottlemen on US TV. 3. Crystal Fighters Record deals 04 • The Twilight Sad were chosen 4. Denai Moore to be the main support for 5. Ephemerals Sync deals on their world tour. 6. Greig Watts / 11 Georgie Dennis / Turbowolf were chosen as the Sponsorship • Christopher Wortley deals support act for Eagles of 7. , 02 Death Metal North American 8. tour. 9. Martin Harley • Catfish and the Bottlemen won 10. Max McElligott the 2016 BRIT Award – British 11. Moulettes Breakthrough Act. 12. The Twilight Sad The successful applicants estimate the Turbowolf 13. revenue from funded activities to be £4,330,200

Charlie Cunningham Music Export Growth Scheme Impact Report 2 0 1 9

The successful applicants have reported the following business as a result of the scheme: Artists 03 Record deals funded: 07 Sync deals

1. Boxed In Publishing 2. Cate Le Bon 03 deals

3. Charlie Cunningham Sub 4. Clock Opera Publishing 01 deal 5. 6. Numerous Festival Bookings and media appearances including James Corden’s 7. Late Late Show (Everything Everything) 8. Flamingods 9. Frank Carter and the Rattlesnakes • Everything Everything were selected as one of the 10. GUNSHIP 12 Mercury Prize Albums 11. Jamie Isaac of the year for 2018. 12. Luke Sital-Singh 13. Moose Blood • Cate Le Bon was selected as 14. Mt Wolf one of the 12 Mercury Prize Albums of the year for 2019. 15. Phoria 16. Slaves The successful applicants estimated the 17. Tigercub revenue from funded activities to be 18. Vanessa White Round Results Announced 8 january 2017 19. White Lies £3,660,850 20. YolanDa Brown

20 Acts funded £249,385 of funding awarded

£211,333 paid out to funded acts Frank Carter and the Rattlesnakes Carter Frank 18

Round Results Announced 9 march 2017 Artists funded: 11 Acts funded 1. Casey 2. Ciaran Lavery 3. Electric Swing Circus

4. Run Amber £140,037 5. Lucy Rose of funding awarded 6. Meilyr Jones Numerous Radio and streaming Store playlist opportunities 7. Shura

8. Sundara Karma Numerous Print and Online Press features 9. Ten Fé £128,059 10. The successful applicants estimate the paid out to funded acts – financial 11. TRAAMS revenue from funded activities to be claims are ongoing for this round £2,183,870 The successful applicants have reported the following business as a result of the scheme: 12 Sync deals

Publishing 08 deals 05 Record deals

TV show 02 appearances

Shura Music Export Growth Scheme Impact Report 2 0 1 9

Round Results Announced The successful applicants have reported the following business 10 august 2017 as a result of the scheme: Artists 02 Record deals

Publishing funded: 02 deals 11 Acts funded 1. Amber Run Sync deals 2. Blaenavon 13

3. Boston Manor Sponsorship 4. Bruno Major 02 deals £213,309 5. Dan Croll of funding awarded Merchandise 6. Django Django 01 deal 7. Dream Wife 8. Ibibio Sound Machine Festival show invites 9. Mount Kimbie 05 10. £167,026 Support Tours with Garbage, You Me At Six paid out to funded acts 11. This Is The Kit and

Numerous Radio and streaming store playlist opportunities

Numerous Print and Online Press features

The successful applicants estimate the revenue from funded activities to be £2,142,740 There is one final report expected from each of the artists funded in this round

Boston Manor 20

Round Results Announced The successful applicants have 11 november 2017 reported the following business as a result of the scheme: Artists 03 Record deals

Publishing funded: deals 12 02 Acts funded 1. ALA.NI Support 2. Broken Witt Rebels 02 Tour invites 3. Bruno Major Sync deals 4. Charlie Cunningham 08 £181,944 5. of funding awarded 6. Jane Weaver Numerous Festival invites 7. Matthew Herbert 8. Public Service Numerous TV, Radio and streaming Store playlist opportunities Broadcasting £179,639 9. ROAM Numerous Print and Online Press features paid out to funded acts 10. Shopping 11. The Wombats The successful applicants estimate the 12. Zervas & Pepper revenue from funded activities to be £2,608,300 There is one final report expected from each of the artists funded in this round

Public Service Broadcasting Music Export Growth Scheme Impact Report 2 0 1 9

The successful applicants have reported the following business as a result of the scheme: Artists 01 Record deals funded: 01 License deal 1. Blanco White Publishing deals 2. Dream Wife 05

3. Editors Sync deals 4. Emma Gatrill 15 5. Frank Carter & The Rattlesnakes Brand partnership 6. Gavin James 03 deals 7. George Fitzgerald Festival 8. Heavyball 04 bookings

9. JONES Booking 10. 01 Agent deal 11. Let’s Eat Grandma 12. MiC LOWRY Numerous TV, Radio and streaming Store playlist opportunities 13. 14. Novo Amor Numerous Print and Online Press features 15. Otzeki 16. Paul Draper The successful applicants estimate the 17. RY X revenue from funded activities to be George Fitzgerald George 18. Shame Round Results Announced 19. The Spitfires £3,994,000 12 april 2018 20. Thomas Slinger aka Gemini There are two further reports expected from each of the artists funded in this round

20 Acts funded

£294,583 of funding awarded

£277,435 Editors paid out to funded acts 22

Round Results Announced The successful applicants have reported the following business 13 august 2018 as a result of the scheme: Artists Publishing 01 deal funded: 09 Sync deals 19 Acts funded 1. Ady Suleiman Sponsorship / Brand 2. Alpines 01 Partnership deal 3. Anna Calvi Numerous TV, Radio and streaming Store 4. Catching Flies playlist opportunities £319,244 5. Emma McGann of funding awarded 6. Fickle Friends Numerous Print and Online Press features 7. Leon Vynehall 8. LIFE • Anna Calvi selected as one of the 9. Lucy Spraggan 12 Mercury Prize Albums of £232,077 10. Moose Blood the year for 2019 paid out to funded acts 11. 12. Pale Waves The successful applicants estimate the revenue from funded activities to be 13. Rina 14. Roo Panes 15. Sharna Bass £1,970,870 16. Stone Broken There are three further updates 17. The Allergies expected from each of the artists 18. The Boxer Rebellion funded in this round 19. TUNNG

Alpines Music Export Growth Scheme Impact Report 2 0 1 9

Round Results Announced 14 november 2018

12 Acts funded

Django Django £220,052 of funding awarded The successful applicants have Numerous Festival Offers reported the following business as a result of the scheme: Numerous TV, Radio and streaming Store playlist opportunities Record deals

£187,745 Numerous Print and Online Press features paid out to funded acts 03 Publishing deals The successful applicants estimate the 01 revenue from funded activities to be Artists 07 Sync deals £1,884,571 Sponsorship deal There are three further updates 01 expected from each of the artists funded: funded in this round 1. Bear’s Den 2. Bloxx 3. Django Django 4. Ezra Collective 5. Gabrielle Aplin 6. HMLTD 7. 8. Nina Nesbitt 9. Samuel Jack 10. Ten Fé 11. The Twilight Sad 12. YolanDa Brown

YolanDa Brown 24

Artists funded: 1. Bad Sounds 2. Bang Bang Romeo 3. Boston Manor 4. Delta Sleep 5. Demob Happy 6. Elder Island 7. Georgia 8. HONNE 9. Jordan Rakei 10. London Symphony Orchestra 11. Lucy Rose 12. Luke Sital-Singh 13. Nilüfer Yanya Bad Sounds 14. Rosie Lowe 15. Shura 16. Soak 17. Stealing Sheep Dave 18. Swindle Round Results Announced 15 may 2019 19. TENDER The artists are yet to report back on the success of their activities

19 Acts funded

£257,600 of funding awarded

No financial claims for this round have been made at the time of this report

Elder Island Music Export Growth Scheme Impact Report 2 0 1 9

Artists funded: 1. Afro B 2. Alex Francis 3. Amber Run 4. Blossoms 5. Chelou 6. Dave 7. Elder Island 8. Frank Carter & The Rattlesnakes 9. Gengahr 10. John Smith 11. Kindness Round Results Announced 12. 16 august 2019 13. Love Ssega 14. Moses Boyd Exodus 15. Our Girl 16. Pulled Apart By Horses 17. Self Esteem 20 18. Tom Speight Acts funded 19. Tusks 20. Yussef Dayes

£256,295 • Dave was the winner of the 2019 of funding awarded Mercury Prize

No financial claims for this round The artists are yet to report back on have been made at the time of the success of their activities this report

Self Esteem 26

Case Study Catfish and the Bottlemen Music Export Growth Scheme Impact Report 2 0 1 9

arguably became a notable music 1st Funding 2014 export into the US.

Activities funded Band were Billboards number 1 New artist in US Touring • 06 America w/c 6/1/15 • Promotion and marketing Catfish were the most There was a huge press and radio ‘added’ alternative start with this trip. All of the 07 band at radio for 6 east coast label, publishing and weeks running in Q4 2014 PR 3rd party companies met the band and saw them live. Playing Catfish have stayed in live in many towns kick-started the top 20 alt radio a live, college and alternative 08 charts in the US since radio and localised online and Oct 2014 –Jan 2015 press campaign. The band had a great team National television David in the US and having financial Letterman Performance support this early in their 09 on Jan 7th 2015 development enabled them to make significant inroads into the American market. 2nd Funding 2015

Main Campaign points Activities funded US Touring sold out shows ° Promotion and marketing across the 18 dates ° 01 – Including Brooklyn, The funded tour had an extremely Manhattan, Kansas City, Austin, positive impact on the band’s Philadelphia profile in the US. Weekly sales increased by almost 100% over All shows mapped the tour period and was sustained around alternative in the run up to Christmas. 02 radio support including Additionally the band were able to daytime sessions and interviews secure a performance on national in all/most markets TV on the Late Late Show With James Corden. Notable fan base Catfish and Most importantly however the growth in all primary tour served to set up the band the Bottlemen 03 and secondary markets extremely well ahead of their – great ticket sales at every show. were awarded eagerly awaited second album All promoters and industry which was the number one priority two tranches of feedback was incredibly positive. new release at Capitol Records MEGS funding Radio Playlist adds in US. The album was brought to the for US touring Philadelphia, Buffalo, attention of top level executives 04 Washington DC directly within the film and television after shows industry in the US as well as Apple, iTunes and Spotify. The band also Round 1 2014 TV offer for David secured slots at two of the US’ Letterman in Jan most prominent music festivals 05 2015 directly from the Firefly and Governors Ball. Manhattan show £40k Since the initial MEGS supported June 2014 × × × × × × × × × × × × × × × 06 tour + October tour Round 7 2015 things built incredibly rapidly Winner in the USA. Catfish and the British Breakthrough Act Bottlemen genuinely became a Brit Awards 2016 notable new band across the USA. The MEGS grant was one of the × × × × × × × × × × × × × × × £25K principle reasons why Catfish 28 Case Study Wolf Alice

Wolf Alice were awarded Round 4 2014 £16k for activities in the USA Music Export Growth Scheme Impact Report 2 0 1 9

Activities funded Main Campaign points • US Touring The band signed to RCA Records Promotion and marketing after the label saw them play at the • 01 New York shows.

Because of the funding for PR the band managed to An editor from Vogue America secure two radio sessions on two of the most influential was at the NY show and put various radio stations in New York and (WFUV 02 fashion houses in touch regarding and KCRW). The band also did interviews with various potential branding tie-ups. influential bloggers. All shows sold out in advance, helped significantly by General awareness at Non- the advanced publicity. commercial radio increased 03 significantly, because of the PR work.

The band were also invited to play 04 at KCRW’s showcase at SXSW. “” was Top 20 at Alternative Radio with over 3 05 million in weekly audience.

Radio sessions booked whilst on tour included KEXP/Seattle, 06 KCMP/Minneapolis, KCRW Morning Becomes Eclectic and WFUV/ New York

Press highlights included NPR Songs We Love, Wall Street Journal 07 feature, Playlist, Entertainment Weekly, The Fader, Consequence of Sound, Nylon, named Billboard’s 10 Artists to Watch in 2015 & 15 British Artists About To Break Big, Consequence of Sound, NME’s 50 Albums You need To Hear This Year, Pigeons & Planes and more.

Nearly 80k likes on and over 33k followers on were 08 added from the US.

Syncs for “Moaning Lisa Smile” include The Leftovers and The 09 Royals

‘Moaning Lisa Smile’ was nominated 10 for a Grammy Award in 2015 × × × × × × × × × × × × × × × Winner MERCURY PRIZE 2018 × × × × × × × × × × × × × × × 30

Case Study Bruno Major Music Export Growth Scheme Impact Report 2 0 1 9

November, after the Travel Moon maintaining ownership of trip where he played shows in his rights. , Amsterdam and . The fund allowed Bruno Major to build publicity teams in Germany, 2nd Funding 2017 The and France. In Germany they had a radio plugger Activities funded Bruno Major as well as an online PR. Those initial US Tour shows in Berlin and Amsterdam • was awarded sold out well in advance and Paris two tranches sold around 75% of the tickets. Lots Bruno built a solid fan base of promoters, publicist and Digital online by releasing a song a of funding Retail Stores come to the shows. month for a year, by the release The team were able to gain lots of the 12 songs he was averaging of publicity because of the fund, around 200k streams a day, Round 10 2017 and due to the shows, received the majority of which were an offer to play a touring festival coming from the USA. His team in December 2017 around the used the fund to book a tour Netherlands and had offers from that would allow them to do festivals for the following summer. promotion and play headline When Bruno’s team made the shows in New York and LA. £15k Both shows sold out instantly initial application for the grant for European in April 2017, Bruno had 5 million and it gave them the confidence streams in Europe. By the end of the to book a further tour of 15 activities reporting this total had risen to 26 cities, that also sold out which million streams. led them to do a further 18 date This fund allowed Bruno to play headline tour, all in the space of Round 11 2017 these initial shows and because 6 months. they sold out Bruno and his Playing these shows allowed promoters had the confidence to Bruno to meet radio stations, play bigger shows. This resulted in TV Programmers, journalists in offers for a European tour in 2019 these 30 different cities. where the average show fee was The trip was integral to £11K greatly increased. Bruno’s career and growth, for US Touring When Bruno started the A Song they could not have done it For Every Moon campaign his team whilst remaining independent, weren’t sure how long they would without the funding from be able to remain independent but MEGS. 1st Funding 2017 because they received this grant When his team applied for the when they did, it enabled them to grant Bruno had done 9 million Activities funded fund promotion in other territories streams in North America. By as well as visit for promotion. the end of the reporting he’d • Holland: Radio Promotion, This has grown the live business done 132 million streams in National press & online and and recorded music business, all North America. Online Advertising whilst allowing Bruno to maintain It’s been a great period since Bruno received the funding France: Radio Promotion, complete ownership of all of •  his rights as well as 100% of all it has completely changed National press & online and his business and his life. The Online Advertising ancillaries. It has also given the team the grant came at a crucial point • Germany: Radio Promotion, confidence to agree to another in Bruno’s campaign, he had National press & online and album with their distributer, who just finished his album. It was Online Advertising have advanced them finance which streaming well but they needed will allow them to make, market to promote it and convert • Amsterdam Show, Paris Show and promote the next record in streams into tangible tickets. and Berlin Show. return of the exclusive license for a Bruno has been very fortunate limited period. for his rise to coincide with the On the 31st August 2017 Bruno This afforded Bruno the music streaming revolution, released his album A Song For opportunity to make the album he grew a fanbase with little Every Moon, the focus was on exactly as he wanted and to promotion but the grant promotional efforts towards effectively to market it and tour enabled him to attract a larger the physical release date of 17th it with healthy budgets, all whilst live audience and remain an independent artist. 32 Case Study Nina NesbitT Nina Nesbitt 1st Funding 2018 was awarded Radio promotion had a two tranches huge impact on Nina’s overall of funding campaign. The funding allowed her team to take her latest single ‘’ to radio in the Round 12 2018 US – her first US Release. Thanks in part to the funding it entered in both the Hot AC and Top 40 charts peaking just outside the top 50. ’s tour spanned all of the west coast, up to Canada £25k and down into . Supporting US Radio promotion Jake opened up a huge window of opportunity for Nina to meet and Tour Support fans, contacts and radio in many different cities. They utilised this opportunity by packing the dates Round 14 2018 with press and radio and by doing meet and greets at each show. Nina’s team then booked an entire US headline tour: touring across 15 different cities which in Times Square and Los was an integral part of her success Angeles which have significantly £30K at US radio. contributed to this campaign. US Touring, Nina was also able to gain major These were obtained by getting TV coverage in with her Nina face time with the influential Promotion and performance on JBTV which has people at both Apple and Spotify. an audience of over 10 million Marketing and people across 5 different states. Fourteen individual states are 2nd Funding 2018 European Touring now amongst her top locations for her streaming audience – only US Tour, promo and Marketing. 2 of these were on the list prior to and marketing: the tour and thus the grant has During this tour promotional opened up her streaming revenue visits were arranged to Radio in 12 US states. Disney, The Zach Sang Show, Nina’s streaming and download Paradigm Talent Agency, Pandora, income has substantially Apple, Spotify, One Management, increased as a direct result of KBIG, Viacom and more! This having her in market. There was turned out to be vital to the heavy US support with billboards campaign as Nina achieved over Music Export Growth Scheme Impact Report 2 0 1 9

worldwide, accounting for half of she otherwise would not have the total of her total streams and been afforded. she is on the way to reaching half a Expanding on the above, Germany billion streams. Her album entered and are amongst Nina’s the US charts at number 60 on its fastest growing territories for 160 million streams before the first day of release. listeners, not surprising after lots album had even been released. of promotion in Munich, Hamburg She also peaked at over 10 million European Tour, promo and Berlin. monthly listeners on the release and marketing: Germany is now Nina’s 3rd of her single “Colder” as a result of Nina was able to extensively tour highest streaming territory behind the support given arising from her Europe for the first time as support the US and UK. It is therefore promotional meetings with radio to which was a huge evident that having Nina in market stations and streaming services. boost to her profile. substantially increases her fanbase Due to the increase in US activity As a result of this Nina’s team are and therefore her sales/streams, her management team in the UK seeing more opportunities arise ticket sales and merchandise secured new publishing deal with in Europe, particularly at press which all plays a part in growing Kobalt. where they have had requests from the global campaign. Sweden, The As a direct result of Nina meeting Billboard Italy, Elle Italy and GQ. Netherlands and France also make more contacts in 2018 she was Nina also received greater radio the top 10 territories for her music booked to be on major TV shows, support and press opportunities which are all cities she visited on Good Day New York and Good Day including photoshoots and the Lewis Capaldi tour. Washington to promote her album interviews with ‘Bands of Nina still has several reports due in February 2019. Tomorrow’ (the biggest music blog under the scheme so there will be The US continues to be Nina’s in ), Elle Denmark and further updates. most important streaming territory Billboard Milan – all opportunities 34 Case Study ghostpoet Music Export Growth Scheme Impact Report 2 0 1 9

Ghostpoet 1st Funding 2018 was awarded When the tour was initially proposed by his agent it left Round 11 2017 Ghostpoet and his management looking at substantial debt when putting together budgets. Various options were looked into but all of these involved cutting what they deemed integral shows from £28k the schedule. This left them in for European a difficult position as the whole point for Ghostpoet was to Touring, marketing build his profile and reach as an international artist. Receiving Since completing the initial and promotion the funding meant that they were European tour funded by the able to do the tour as originally scheme Ghostpoet has returned to proposed and lay down the play shows in Europe throughout foundations for long term touring the Summer and early Autumn in these countries. which he directly attributes to the Spending time in various MEGS funding; it allowed him territories, rather than just to have presence in otherwise flying in and out for one show, unreachable territories where he meant that they were able to do a was able to forge relationships substantial amount of press and with promoters, festivals and promotional activities. venues who are now inviting them A direct result of getting the back for shows.. MEGS funding meant that Ghostpoet engaged a new Ghostpoet was able to extensively booking agent following the tour in areas that were previously European tour. This saw him out of reach. This in turn has placed in a better position in opened up many European terms of the shows he is now territories for future shows and playing and the artists he’s tours, and offers have come in playing alongside – focussing from a range of European festivals largely on steering him away and promoters for 2019. from the /hip-hop/Urban Profile building and engaging scene and into the alternative local audiences was a large part singer/songwriter world. As such of the task whilst in Europe Ghostpoet has shared bills in and Ghostpoet hit a lot of key recent months with Flaming Lips, media outlets, including some and Gaz Coombes national TV appearances, amongst others. helping to broaden his fanbase in Since gaining the funding and several countries. completing a busy schedule of shows in 2018 Ghostpoet has had a multitude of offers come his way for exciting projects in a variety of different media. Most notably, providing the voiceover to the recent WWF ‘Fight For Your World’ advert alongside Jonathan Pryce (Game Of Thrones). A heightened profile and sustained presence, hugely helped by the MEGS funding, has certainly contributed to Ghostpoet receiving these offers. Ghostpoet still has one further report to complete where we hope the story is further expanded. 36 Case Study

Rina Sawayama 1st Funding 2018 was awarded Rina’s US tour was a huge success, with fully sold out shows and very positive feedback from fans and media alike. There were a total Round 13 2018 of six shows, two in New York, San Francisco, Los Angeles, Toronto and Chicago - totalling 3,000 tickets. Whilst in market Rina did press interviews with New York Times, Complex Media, Oyster Magazine, V Magazine, and more. The funding £20k led to a booking in the US for two college for US Touring, marketing shows as well as two media campaigns with a six figure income. and promotion This tour has now pushed Rina to over 2,000 ticket sales in Los Angeles and New York and above 1,000 in smaller markets (e.g. San Francisco) As a result of the increased profile in the US Rina’s team received label offers from PIAS and Kobalt as well as a publishing offer from Kobalt and subsidiaries. Syncs and potential music placements have also been discussed after music supervisors attended shows. Rina received a sync with Nike for a tour video they placed on social media as well as a sync for MAC Cosmetics. The tour also led to a TV invite to perform on the Late Night with Seth Meyers Show (NBC) on the next run of US dates. It also led to five offers from US labels to release the album. She is doing an 11 date tour of the States in April 2020, and is now represented by Paradigm Talent in US who cover bookings for music and acting. She starred in Turn Up Charlie, selected by/and acting opposite co- creator and star Idris Elba. Rina still has several reports due under the scheme so there will be further updates over the next few months. Music Export Growth Scheme Impact Report 2 0 1 9 38 Appendix 1 Background to the Scheme

The Music Export Growth There are three funding rounds to receive more than two grants per per year and applicants must year and is not able to access more Scheme is designed to make submit an application online which than €200,000 in any three-year available grants ranging gives full details on the overseas period, as per EU State Aid rules. from £5,000 - £50,000 to activity that they would like to be Companies must part-fund from funded by the scheme. their own resources, demonstrating UK-registered independent Applications are then reviewed their own commitment to the music companies to assist by the BPI and DIT and those proposed activity. The grants will them with marketing successfully shortlisted are cover no more than 70% of the costs considered by a panel of music of the campaign. campaigns when looking industry experts, chaired by Expenditure to be taken into to introduce successful UK John Kennedy OBE. The panel account is external costs to the music projects overseas. will draw on the marketing label or management, not normal expertise of a number of music running costs. The panel will trade organisations as well as require some information to representatives of independent be collected and supplied back record labels, publishers, tour to the scheme administrators agents and BPI. for evaluation purposes but Companies are eligible to apply this is intended not to create if they are a UK-based music a disproportionate burden on company with a turnover of less companies. than €50 million and fewer than 250 Funding is tied to the ambition employees, as per the EU definition of the campaign, measured by of an SME (Small to Medium financial commitment, sales targets Enterprise). A company is not able and business outputs. Music Export Growth Scheme Impact Report 2 0 1 9 Appendix 2 Methodology

All statistics used in this Each successful Artist funded by the scheme is contracted to report report (unless noted back on the success of their funded otherwise) are from two activities for a period of two years sources: from the signing of their grant contract. Reports are scheduled at Data are taken from the 3, 6, 12, 18 and 24 month intervals from the contract start date and BPI’s records of the scheme’s each funded act must report back applications on what the results of their funding are. This reporting identifies Reports are sent to BPI from achievements that have occurred as representatives of the funded a result of the activities funded. artists 40

Acknowledgements

Chairman of the Music Exports Growth Vicky Dowdall and Chelsea Wood at Scheme (MEGS) – John Kennedy OBE VDM Music for Nina Nesbitt.

The MEGS Board Alec McKinlay at Ignition for Catfish and the Bottlemen. The team at BPI who ensure the scheme runs smoothly – Chris Tams, Will Frost and Caspar Harvey at House Casandra Strauss, Saskia Coomber, of Us for Rina Sawayama. Shona Morris, Verity Hunter, Karen Jennings, Ian Moss, Darren Kruse and Sam Bailey at Harbour Music for Gennaro Castaldo. Bruno Major.

Stephen Taverner and Eloise Porteous All the teams at the Department for at East City Management for Wolf Alice. International Trade and the GREAT Campaign. Russell Beresford at Zoot Management for Ghostpoet. Music Export Growth Scheme Impact Report 2 0 1 9

photo credits

Page Artist Photographer Page Artist Photographer

8 Nilufer Yanya Molly Daniels 21 George Fitzgerald Rhodri Brooks Photography 9 Ezra Collective Declan Slattery 21 Editors Rahi Rezvani 11 Metronomy Michele Yong 22 Alpines Cyrus Mahboubian 12 Imogen Heap Jeremy Cowart 23 Django Django Fiona Garden 13 Wild Beasts Tom Andrew 23 YolanDa Brown Agenda 14 Lapsey Steve Sandher 24 Bad Sounds Beth Squire 15 Kate Tempest Christian Faustus Photography 24 Elder Island Nic Kane

16 Luke Sital-Singh Hattie Ellis 25 Self Esteem Charlotte Patmore

16 Charlie Cunningham James Leighton-Burns 25 Dave Joe Magowan

17 Frank Carter Daniel Alexander 26 Catfish and the Jill Furmanovski & The Rattlesnakes Harris Bottlemen

18 Amber Run Daniel Alexander 28 Wolf Alice Jono White Harris 30 Bruno Major Merrick Winter

18 Shura Hollie Fernando 33 Nina Nesbitt Natalie Sakstrup

19 Boston Manor Danny DeRusso 34 Ghostpoet Steve Gullick

20 Public Service Dan Kendall 37 Rina Sawayama Thurstan Redding Broadcasting BPI (British Recorded Music Industry) Riverside Building County Hall Westminster Bridge Road London SE1 7JA www.bpi.co.uk [email protected] +44 (0)20 7803 1300