Gilles Peterson
Benjamin Teo
The Next Generation of Music Promoters Is Out There. This U.K. Festival Is Trying to Find Them
Since 2019, U.K. music festival We Out Here — which is set to host its fifth edition from Aug. 15-18 in the Dorset countryside — has sought to elevate under-the-radar artists whose music falls outside mainstream tastes. Now, the festival is opening more doors — this time for the next generation of promoters.
Newly launched by We Out Here, the Future Foundations initiative is seeking to educate and empower grassroots music promoters by offering 15 applicants the opportunity to level up their skills with a bespoke training program. In addition to on-the-job training at this year’s We Out Here, the initiative includes mentoring, networking opportunities and virtual workshops. It will also knock down other potential barriers for hopefuls by covering the cost of travel, accommodation and meals.
“As an elder, it is without a shadow of a doubt our responsibility to support the grassroots scenes for the sake of the culture,” says Gilles Peterson, a curator, radio host and A&R who co-founded We Out Here with live music promoter Noah Ball. “We’ve all benefited from that expertise over the years, so we need to allow those experiences and opportunities to happen.”
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Grassroots music promoters are often the first line of discovery for emerging musicians, but that comes with a certain amount of jeopardy, says Ellie White, head of marketing at We Out Here. “Those promoters take a lot of financial risk doing what they do,” she says. “They often do it as passion projects; they get to platform amazing artists who get to work their way up the chain, but the promoters often don’t see anything back from it.”
The Future Foundations project was funded by Arts Council England on behalf of the Department of Culture, Media & Sport, which is distributing £5 million to festivals, promoters and music spaces as part of the Grassroots Music Fund. A spokesperson for Arts Council England says Future Foundations “offers a vital platform for the grassroots communities to connect with new generations, share their knowledge, and strengthen the industry’s future.”
White tells Billboard that by the time the application period closed, they had received over 200 applicants for the positions, with an emphasis on attracting promoters from under-represented scenes and those based outside of London (the pool was ultimately narrowed down to 15). In U.K. Music’s Diversity Report 2024, the number of Black, Asian and ethnically diverse respondents aged 16-24 had risen from 23.2% in 2022 to 40.6% in 2024. U.K. Music says industry initiatives seeking to diversify the workforce — much like Future Foundations — “are working.”
“We wanted to impact the diversity of promoters,” White says. “It’s currently a very male, very white section of a homogenous industry as a whole. It can be quite hard for people to enter it without connections or a bit of financial backing.”
This emphasis is a natural outgrowth of Peterson’s longtime mission of giving fresh and/or underrepresented voices a chance. During his broadcasting career at BBC Radio, Worldwide FM and Jazz FM, Peterson has given early plays to music by Amy Winehouse, Khruangbin, The Roots, Madlib and more; for the past decade, he’s hosted a weekly show on BBC Radio 6 Music. With We Out Here, he and Ball made a point of supporting artists the mainstream may not quite get, making it the kind of event where André 3000 of OutKast fame can perform his flute-heavy debut solo record New Blue Sun in full and have the 18,000 capacity crowd embrace it, while left-of-center artists like Sampha, Floating Points, Yaya Bey and jazz legend Brian Jackson also get a spotlight.
We Out Here is not immune to the challenges facing much of the festival market in the U.K. and Europe. According to figures from the Association of Independent Festivals (AIF), 56 music festivals have either been canceled, postponed or closed this year, up from 36 in 2023. “We’re fighting big, big promoters and machines who are controlling the acts, the fees and all of that,” Peterson says. “In recent times there’s a lack of support for this kind of grassroots work and we’re navigating our way to stay independent and be an important part of the journey for people in the industry.”
At least so far, We Out Here has managed to ride out the turbulence happening in the U.K. live scene. But with Future Foundations, it’s hoping to provide a gateway for the next generation to build something better.
