Monday, August 24, 2020

Sony Music UK backs youth outreach initiative in London ‘that seeks to educate and inspire’ | Music Business Worldwide

Some of London’s most vulnerable young people will benefit from a month-long program run by charity the Young Urban Arts Foundation, that aims to reach underserved children and teenagers through music and the arts.

Building on a successful pilot backed by Sony Music UK last year, the “Educate to Create” initiative  takes a bus customized with a multimedia studio to some of London’s estates and offers children a chance to learn about music, lyrics, poetry, art and production.

Following the events of this year and inspired by the Black Lives Matter movement, the 2020 program has been expanded to include modules on African cultural awareness, the history of hip hop and the history of black women in the music industry.

Sony Music and Sony/ATV UK artists and songwriters will visit the estates to inspire the children with stories of their own careers, including BRIT nominated artist Joy Crookes, ZieZie, JNR Williams and Pa Salieu.

The weekly workshops are open to 8 to 19-year-olds and will take place in estates in Chelsea, Edmonton, White City and Dalston throughout August. 

The music education workshops are delivered by Doctored Sound.

“Educate to Create is a project that I am extremely proud of, which creates a safe space for young people from all colours and cultures to learn about Black culture and history and enables them to express themselves, be seen, be heard and be celebrated.”

Kerry O’Brien, Young Urban Arts Foundation

Kerry O’Brien, CEO and Founder of Young Urban Arts Foundation, said: “Educate to Create is a project that I am extremely proud of, which creates a safe space for young people from all colours and cultures to learn about Black culture and history and enables them to express themselves, be seen, be heard and be celebrated.

“Community organizations such as YUAF are vital to the wellbeing of our country’s young people and we are proud to back a valuable initiative that seeks to educate and inspire.” 

Jason Iley, Sony Music

Jason Iley, Chairman & CEO, Sony Music UK & Ireland, said: “Kerry’s dedication to creating opportunities for the next generation and widening access to the creative industries is a vision we whole-heartedly support.

“Community organizations such as YUAF are vital to the wellbeing of our country’s young people and we are proud to back a valuable initiative that seeks to educate and inspire.” 

“I believe that these kinds of grass root schemes can have such an impact on changing the landscape and representation within industries as well as engaging the participants with invaluable creative skills.” 

Joy Crookes

Joy Crookes said: ”I’m really excited to be involved with the YUAF programme, I believe that these kinds of grass root schemes can have such an impact on changing the landscape and representation within industries as well as engaging the participants with invaluable creative skills.” 

“Young songwriters and artists from all backgrounds should have equal opportunities to learn and express themselves and Educate to Create provides the resources and support to make this happen.”

Tim Major, Sony/ATV UK

Tim Major, Sony/ATV UK Co-Managing Director, added: “We are incredibly proud to partner with Kerry and her team at YUAF on such an important cause.

“Young songwriters and artists from all backgrounds should have equal opportunities to learn and express themselves and Educate to Create provides the resources and support to make this happen.”Music Business Worldwide

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