PRS Foundation’s Keychange initiative receives European funding as the programme gets ready to unveil its next steps
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The first cohort of artists and innovators for the Keychange 2.0 development programme have been revealed, with representatives from 12 different countries
By Anna Grace on 28 Jan 2020
Seventy-four artists and music industry professionals from across 12 countries have been selected from over 650 applicants to take part in the 2020 Keychange development programme.
Launching with a full network meet-up in Stockholm on 13 February, the programme aims to give the 74 female and gender minority participants the skills and opportunities needed to advance in their career.
The programme, part of the new-look Keychange 2.0 led by Reeperbahn Festival in partnership with PRS Foundation and Musikcentrum Öst, will benefit three cohorts of participants over four years. Keychange announced the initiative following a €1.4 million funding boost from the European Union’s Creative Europe programme in August.
Among the first group of participants are Estonian singer and violinist Marrja Nuut, Berlin-based lo-fi pop artist DENA and London alt-soul singer Anaïs.
Alongside meet-ups and mentoring sessions, participants will take part in ‘Creative Labs’ at one the 13 Keychange partner festivals, including Iceland Airwaves, BIME and Way Out West. The labs will offer showcase opportunities to artists, as well as workshops, seminars, studio sessions and masterclasses. Polish consulting company Chimes will oversee all training.
“We are pleased that a more inclusive approach to recruitment has resulted in a very diverse and exciting group of participants for 2020”
In accordance with feedback from the 2018 edition of the programme – which consisted of 60 participants – a percentage of Keychange funding will go towards participants’ childcare arrangements.
The announcement comes as the number of signatories to the Keychange pledge of achieving a gender-balanced line-up by 2022 surpasses 300. Norwegian organisations Talent Norge and Norsk Tipping, as well as the UK’s Musicians’ Union have recently joined the movement as sponsors.
“The Keychange talent development programme lies at the core of the initiative,” says Christina Schäfers, Keychange lead and head of Reeperbahn Festival’s programmes in arts, word and film. “While the pledge encourages organisations to book diverse talent, we’re helping the talent get to their stages.”
“We are particularly pleased that a more inclusive approach to recruitment has resulted in a very diverse and exciting group of participants for 2020,” says Schäfers, noting that the programme represents “many more gender minority participants and a diverse range of ethnicities, genres and career levels” this year.
“We can’t wait to host this incredible cohort at the full network meet-ups in Stockholm and at Reeperbahn Festival.”
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