2016 – 2019 Impact Report CONTENTS About the International Showcase Fund ...........................................................................................2 About this Impact Report .....................................................................................................................3 Forewords ..............................................................................................................................................4 Summary of Findings ............................................................................................................................6 The Importance of Showcasing ...........................................................................................................8 Developments of The Fund .................................................................................................................9 Infographic ...........................................................................................................................................10 Financial Impacts ................................................................................................................................12 Audience and Artistic Impacts ...........................................................................................................15 Cultural Diplomacy, Soft Power and Return on Influence .............................................................18 Demand, Diversity and Reach ...........................................................................................................20 Partnership Working and Recent Developments ...........................................................................22 What's Next for ISF? ............................................................................................................................25 Case Study: Jade Bird ..........................................................................................................................26 Case Study: John Smith ......................................................................................................................27 Case Study: Charlotte Haining ...........................................................................................................28 Case Study: Nubya Garcia ..................................................................................................................29 Case Study: Boy Azooga .....................................................................................................................30 Case Study: Freya Ridings ..................................................................................................................31 Case Study: This is The Kit .................................................................................................................32 Case Study: Moses Boyd ....................................................................................................................33 Case Study: Fatherson ........................................................................................................................34 Case Study: 47 Soul ............................................................................................................................35 Methodology .......................................................................................................................................36 Rozi Plain Award Winners ....................................................................................................................................38 International Showcase Fund Partners ............................................................................................40 ABOUT THE INTERNATIONAL SHOWCASE FUND ABOUT THIS IMPACT REPORT Established in 2006, the International Showcase Fund (ISF) offers support for music creators Marking the 13th year of the International Showcase Fund (ISF) since its launch in 2006, to take their first steps into international territories. ISF is managed by PRS Foundation in Nordicity was commissioned to undertake a study of the impacts the Fund has had over partnership with Department for International Trade (DIT), Arts Council England, British the last three years, from April 2016 to March 2019. This report follows on from Nordicity’s Underground, PPL, the Musicians’ Union, Creative Scotland, Wales Arts International, Arts International Showcase Fund Impact Report 2013-2016. Council of Wales, Arts Council of Northern Ireland and Invest Northern Ireland. A combination of primary and secondary research was used, combining desk research and a Grants of up to £5,500 and support from fund partners enables artists to perform at key document review of material from ISF partners, a series of interviews with beneficiaries, ISF showcasing events and conferences around the world such as Eurosonic (Europe), SXSW partners and other key stakeholders, and a survey of beneficiaries. The research took place (North America), Reeperbahn Festival (Europe), Zandari Festival (Asia), Womex (Europe), from April to July 2019. Americana Fest (North America), JazzAhead (Europe) and Mutek (North America) which attract thousands of people working in the music industry from every corner of the globe. Nordicity analysed ISF programme data for the three-year period consistent with the methodology deployed in the previous Impact Report. A survey administered by Nordicity to From April 2016 to March 2019, the International Showcase Fund supported 364 artists, 364 ISF beneficiaries achieved 166 completed responses (a response rate of 46%). The survey bands and songwriters and invested over £850,000. sample was validated for reliability as it was a self-selecting subset of data. A diverse range of artists and managers were consulted with as part of the research. We would like to express our sincere gratitude to all of the project partners, music creators and managers who contributed to this report and without whom we could not have undertaken this study. In particular, we would like to thank Vanessa Reed, Joe Frankland, Winnifred Sandy and Liam McMahon at PRS Foundation. The report was written by Stephen Hignell, Shruti Srinivasan and Sophie Hollows of Nordicity. 2 3 FOREWORDS ISF Impact Report September 2019: Joe Frankland, CEO, PRS Foundation Ministerial Foreword by Graham Stuart Established in 2006, the International Showcase Fund responds to Since 2014, HM Government has worked with PRS Foundation the needs of the UK’s most talented music creators to showcase and other music industry and public sector partners to give grant their work to industry figures and new audiences around the world. support to artists, through the International Showcase Fund. Since March 2016, the fund’s budget has doubled, benefitting The fund supports artists in making their first international hundreds more music creators and small businesses who simply steps: from performing at showcases to taking part in camps for could not afford to export without co-investment from ISF partners songwriters and writer-producers. Artists who have benefited from and the music industry. A staggering 98% of beneficiaries agreed this support include BRIT Award winner Sam Fender, Mercury Prize they would not have been able to showcase internationally without winner Wolf Alice, Jade Bird with her appearance on The Tonight our support. Show with Jimmy Fallon and Nilüfer Yanya who performed on The Late Show with Stephen Colbert. The financial impacts for the UK economy and the music industry are clear for all to see. Especially encouraging is the impact for individual creators and their teams, with 91% Enabling UK artists to expand into new markets and promote their work to industry reporting tangible business outcomes, including label and publishing deals and international executives is as important as ever, as technology, through streaming and social media, is bookings. making music from across the world instantly available and increasing global competition. For those wanting to break through to a sustainable career, international development is The International Showcase Fund provides that vital initial route to market for UK artists from more crucial than ever, and showcasing remains the most effective way to fast-track business different music genres, including folk, jazz, electronic, grime, hip-hop, world music, classical and audience development. As well as supporting a 94% increase in average export revenue, and Americana, to perform at music showcases. the average audience size has nearly tripled and 88% of grantees reported an increase in media coverage. This is particularly relevant in 2019 now artists and labels release music in Artists perform in front of key music executives, including record labels, publishers, every country simultaneously. management, sync supervisors, promoters, agents and distributors, enabling them to make vitally important contacts to enter the international business. This report also demonstrates the ISF’s alignment with UK Government’s focus on the influence and power of the UK creative industries overseas. The UK is a hotbed for emerging The commercial returns have been impressive. Over the past 3 years, during the latest period talent and the scheme provides our most exciting creators with the platform to influence of DIT support, the International Showcase Fund has provided grant support of over £875,000 international culture and solidify the UK’s global prominence. to 364 artists, bands and songwriters. This has generated a return