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Music

Can Spotify's Youth Club Initiative Impact Music's Future?

2024-12-14

A report from the renowned charity Youth Music unveils a disheartening scenario of numerous closed youth centres, a decline in mental health, and a scarcity of access to music education. Matt Griffiths, the charity's CEO, emphasizes the urgency, stating that the support systems for young talent are in a "crisis." ( 1)

"Uniting Forces for Youth Music's Future"

Charity's Partnership with Spotify

The charity has joined forces with the streaming giant Spotify to fund 15 youth clubs over the next year. This initiative aims to offer more opportunities and support for young people to pursue music. Lauren Wurgraft, Spotify's global head of social impact, highlights the importance of not only providing funds but also telling stories. ( 2)There has been criticism from artists over Spotify's payment structure, and Youth Music had to carefully consider this when agreeing to the deal. However, south London rapper Still Shadey welcomes the partnership, considering music a "saving grace" during his upbringing. He launched his own scheme with funding from Arts Council England, Mirror Mirror. ( 3)Spotify has not disclosed the exact amount spent on the project, but Matt claims it is "over six figures." The money will be used to safeguard youth clubs across the UK that are at risk of closure, aiming to get more young people involved in music. ( 4)

Youth Music's Sound of the Next Generation Report

This report, conducted every five years by Youth Music, surveyed 2,100 young people about their lives and attitudes towards music. Matt notes that music is at the top of their list of favorite things. However, there is a contrast in access to music, with making and creating one's own music becoming more limited. ( 5)The report highlights that girls and those from the North of England are particularly affected, with the cost of music education being a major barrier. Research from the YMCA shows that since 2011, about half of England's youth clubs have closed, rising to 60% in Wales. The Local Government Association also reports a 73% decline in government funding for youth clubs in real terms. ( 6)Still Shadey describes the last phase of youth clubs as a warm space with old PlayStation games and no updates. He believes this is not enough to engage young people, who want to learn and grow. ( 7)

Access as a Huge Barrier

Lauren agrees that access is a significant obstacle. She explains that one can dream of being an artist but without a place to create and learn, that dream may never become a reality. The 15 youth hubs receiving the funding have not yet been decided, but Matt hopes the allocation can be made by Christmas. ( 8)Youth Music aims to target programs and centres across the UK that it already works with, emphasizing that these spaces are important for youth everywhere. ( 9)For Still Shadey, he hopes projects like this will address the biggest problem facing young people - feeling "disconnected" from their communities. ( 10)

Youth Music's Mission and Spotify's Reputation

Youth Music's mission is not only to help marginalized young people make music but also to help them monetize it. Spotify has a reputation for not being very profitable for artists, and while it pays royalties to copyright holders, often it is publishers and labels that receive the money. ( 11)Last year, 1,000 British artists were streamed enough to be paid £100,000, but on average, they only pocket 16% of their earnings from the app while Spotify reports record-breaking billion-dollar profits. Copyright holders also don't get paid if their song is streamed fewer than 1,000 times in a year. Matt had to consider this when aligning with Youth Music's ethos. ( 12)

Other Private Company Initiatives

Spotify isn't the only private company to announce schemes this year. McDonald's, working with BBC Children in Need and fronted by rapper AJ Tracey, launched its Makin' It project, partnering restaurants with youth workers. In south London, Stormzy set up a youth club in partnership with Adidas earlier this year, inspiring Spotify. ( 13)Still Shadey believes that while these bigger companies are investing, the depth will only be seen if they partner with community leaders and grassroots organizations. ( 14)

Stormzy's Merky FC and Spotify's Approach

Stormzy's Merky FC is a state-of-the-art facility with various amenities. He plans to be a regular visitor, providing songwriting masterclasses and gaming. Spotify, on the other hand, will take a more hands-off approach and not be involved beyond the pledged funding. ( 15)Still Shadey thinks the brand's power will attract people. His Mirror Mirror project supported 60 young people, providing them with experiences in the music industry. ( 16)Matt prefers not to rely too much on private investment, as short-term funding may not provide long-term certainty. Government support is crucial, and he hopes the government will play a more significant role in supporting young people. ( 17)