THE IVORS ACADEMY TRUST

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Opportunity

Inside Track Opportunity

One of the great things about The Ivors is that it brings everyone together. Legendary songwriters rub shoulders with successful contemporary hitmakers and the next generation of rising stars.

And supporting those up-and-coming stars has never been more important. It’s harder than ever to break through, while the cost-of-living crisis, problems touring abroad and the volume of new music getting released mean it’s increasingly difficult for musicians to make ends meet when they’re starting out.

Enter Inside Track: an artist development programme from In The Making and The Ivors Academy, in partnership with PPL and The Ivors Academy Trust. It provides creative and career opportunities to musicians that face significant barriers accessing the industry.

Now in its second year, Inside Track sees four specially selected participants work with programme leader Cassell The BeatMaker – aka Richard Cassell – to produce two tracks, collaborate with other musicians, learn about the industry and showcase their work to music biz professionals. Exactly the sort of thing that Cassell – also a drummer, producer and Ivor-winning songwriter – wishes had been around when he was making his way in the industry.

“The Prince’s Trust gave me a grant to set up a small studio,” says Cassell. “But there was no one to mentor me on the business or how to record in a studio. I had to literally learn it all myself.”

So when young, working class musicians would approach Cassell for advice while he was on tour, he was determined to help. He drew up a business plan and, having secured funding, accepted the first four artists in 2021 after a comprehensive audition process overseen by a panel of experts (“We don’t choose on style, we choose on talent and what we can do for them,” says Cassell).

One of that initial quartet was LOZ, a punk-rapper who says he didn’t fit the traditional music school template.

“I just wanted to do music,” he says. “I’m hungry and ready to work. I had a load of songs and I love jumping around like a twat in front of the camera, so I was like, ‘Let’s go!’”

LOZ says working with Cassell helped him “talk with my own voice” but also “to feel part of something”.

“I didn’t want to be doing this by myself as a lone wolf,” he says. “I felt like part of the family and had a network of support quite quickly. It’s definitely moved my career on.”

The second intake, including drill star Crae Wolf, is hoping for a similar impact.

“Knowledge is power in this industry so I’m definitely open to learning,” says Wolf. “Without Inside Track, I wouldn’t be able to pay for the studio. As long as I work hard, it feels like anything is possible.”

Cassell introduces the IT crowd to his team of collaborators in sessions, declaring: “I try and give them as much experience of the real world as possible, and give them banging tracks in their style.”

Several Inside Trackers have already attracted industry interest and Cassell hopes the programme will become a conveyor belt of “future stars”. With applications doubling between year one and two, he’s keen to expand the programme to support more artists and even launch an international element, if additional funding can be found.

“We’ve got some amazing talent,” he says. “They just need support.”

His students, meanwhile, have no doubt about Inside Track’s value.

“When I look back at this in the future, it’ll definitely be a significant moment,” says Crae Wolf. “It’s already opened my eyes to a new experience, it’s taught me that working with other people can help you get to the next level.”

“It’s done great things for me,” adds LOZ, who has continued to work with Cassell on new music since his time on Inside Track ended. “And I’m sure it’ll do great things for more artists to come.”