Step Up Fund, powered by Amazon Music: Tips on preparing a strong application
With applications closing on May 31st for the third year of Step Up Fund powered by Amazon Music, FAC Head of Programs & Partnerships, Gary Reid, talks about how important funding is for artists at this level and provides some tips on preparing a strong application.
The FAC and Amazon Music launched the Step Up fund in June 2022, in direct response to the difficulties artists were having following the pandemic, the impact of Brexit and the cost of living crisis. The aim of the fund was straightforward: to find independent artists on an upward trajectory, and to provide a meaningful financial boost that would progress their creative endeavours.
In our own way, we wanted to make a difference.
For that reason, targeting the right pool of artists was essential. .
We wanted to help those operating without the backing of a major or large independent label, but who could also demonstrate a certain level of accomplishment.
To find the right balance, we eventually agreed upon some specific application criteria. Prospective awardees would have to have released at least three tracks within the last year, achieving a minimum of either 15k streams per track or one track with 45k streams on a chart-eligible UK streaming service.
In return, Step Up offers up to ten selected artists a grant of up to £8,000 alongside a broader package of benefits - including a one-year FAC`membership and exclusive benefit package, a 12-month subscription to Amazon Music, an Echo device as well as content creation opportunities with Amazon Music.
Against this criteria, artists were given complete freedom and flexibility. They could apply to support practically any music-related project over a 12-month period, including touring, recording, content creation, collaborations, marketing or video making.
In practice, it feels fairly notable that 62% of the awardees from 2023 used their funding to support their live touring activity - highlighting, yet again, the onerous costs facing artists when performing gigs and shows, and why the FAC is so passionate about establishing a grassroots music fund.
Over the last two years, it’s been hugely satisfying to see Step Up become established and for our ambitions to start to take root. More than 20 artists have now received funding, including Jalen Ngonda, now headlining London’s Roundhouse, current Disco Pogo cover star Elkka, who releases her debut album on Ninja Tune next month, and Amie Blu, the latest signing to 0207 Def Jam.
Other awardees since 2022 include Chalk, Joel Culpepper, Friedberg, Calva Louise, Declan Welsh & The Decadent West, Tara Lily, Cherise, VUKOVI, Nix Northwest, Graft, B-ahwe and twst.
Jalen Ngonda:
“As an artist signed to an independent label with no access to tour support the Step Up Fund really helped me to play UK and European shows and to set up a campaign in a way that was most impactful. It also allowed us to keep the ticket price affordable. This has been so valuable in helping us build an audience and to grow the fanbase, which culminated in a sold out UK and EU tour, including Koko London in May 2024."
Amie Blu:
“Step Up is such an amazing resource for artists and it has played a huge part in my career! The fund meant I was able to hold my headline show in November with my full band as well as a string trio and just support the whole production. At the time I was still an independent artist so I felt extremely grateful to have the support from the FAC and Step Up.”
With 2024’s deadline fast approaching, I’ve been asked a number of times what we’re looking for when it comes to applications.
That’s a difficult question to answer. Like all creative applications, it’s a mix of art and science. But my Top 5 tips are as follows:
Get organised - Make sure your Electronic Press Kit (EPK) is up to date and with working links to your music, socials etc.
Start early - time is already running out, there’s less than one week to go, so the next best time to start is NOW!
Time - Previous awardees have said it took a lot less time than they thought, total application takes about an hour, if you’re organised.
Usage - You can use the fund for any number of things, as long as you can demonstrate that it will help you take the next step in your career e.g. touring, writing, recording.
Clarity - Be clear about how the fund will help you step up to the next level in your career, outline the costs of doing what it is you want to do and what difference it will make.
For full information and application details head over to our Step Up page.