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Apply to be part of Keychange in 2020

WHO WE ARE LOOKING FOR
HOW TO APPLY
WHAT YOU WILL GET AS A KEYCHANGE PARTICIPANT
ADDITIONAL SUPPORT
COUNTRY SPECIFIC CRITERIA
PARTICIPATING FESTIVALS
SELECTION PROCESS

Apply to be one of the 74 innovative women and gender minority Artists and Innovators to take part in the year-long Keychange programme. Applications are open to artists and industry professionals (working in music) in Canada, Estonia, France, Germany, Iceland, Ireland, Italy, Norway, Poland, Spain, Sweden and the UK.

We’re looking for innovative emerging artists, with a distinctive and original talent who write and perform their own music, and are ready to export to new international territories. As well as the comprehensive training programme, artists will get the opportunity to showcase at one of the 13 partner festivals.

Mixed gender groups are welcome to apply for showcasing, with the woman or gender minority member taking part as a Keychange participant.

Innovators will be industry professionals pushing the boundaries of music industry practice, demonstrating an interest in new business models and innovative ways of working with growing professional track record. Each successful applicant will get a bursary and a stimulating programme of capacity building activity, detailed below.

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The deadline is on Wednesday 30th October at 6pm (wherever you are based)

N.B You must read the full guidance below before you apply

Who we are looking for

Both Artists and Innovators will:

  • Be able to demonstrate why participating in this project would have a transformative impact at this stage in their career
  • Confirm their availability for participating in Year 1 of the project (2020). Participants will be required to attend one full network meet-up in February and one full network meet-up in September at Reeperbahn Festival (3 days approx each). As well as this, in the application you will be able to state availability for our festival partners and you may be selected to showcase at or attend one or more. Keychange is an industry-wide campaign and we would like to hear from applicants who would like to engage in the wider Keychange programme (2020-2023), including relevant showcases and conference events, and interaction and sharing of experience through Keychange digital platform/blogs/social media
  • Be able to demonstrate their need for financial support, what they would get out of the network and why they want to be part of Keychange
  • Apply to be a Keychange participant by submitting a clear plan which indicates what they would be able to contribute and get out of the Keychange project and network, what success would consist of for them, how they would achieve their creative and business goals and how the Creative Labs, workshops, and mentoring might help them
  • Submit information about their career to date which gives us a baseline from which to evaluate progress at the end of the project
  • Be legally registered in one of the Keychange partner countries: Germany, UK, Sweden, Spain, Estonia, France, Italy, Norway, Ireland, Canada, Poland or Iceland

Women and people of gender minorities are eligible. Keychange has an inclusive approach to equality and aims to support all underrepresented genders. See our FAQs page for more information.

Eligible Artists (3^ per country per year) will:

  • Be innovative, emerging artists, with a distinctive and original talent, which would contribute to the breadth and excellence of the Keychange programme
  • Be able to write and perform their own music to facilitate the showcasing element of this project^^
  • Be ready to export, including:
    – Having a strong following in your country^^^, with the potential to break into other markets
    – Having the beginnings of a professional support team working with them to support business development^^^^

N.B. we are envisaging selecting a mixture of solo artists and bands across a range of music genres and are committed to the networking reflecting diverse new music.

^ Except Canada, which will have 4 Artists per year
^^ You will have experience of playing music to a live audience
^^^ You will be able to demonstrate within your application that you have achieved enough within the country in which you are based to stand out to Keychange Partners and international Festivals. This will be judged within the context of your country and/or genre and indications might include:

  1. a good touring track record and growing live fanbase
  2. recognition from the music industry (e.g. radio plays, streaming playlist inclusion, media coverage, awards, industry interest, etc.)
  3. recognition from the general public (e.g. promising sales/monthly play counts/views/streams/subscriptions/social media followers, etc.)
  4. you will have released a minimum of one sound recording in any format which will have been made available to the general public in your country and will have been released within the last five years

^^^^ Within your application you will be able to show that you are working with or being closely supported by at least one of the following: artist manager, booking agent, record label, music publisher, PR, plugger or lawyer. This will be judged within the context of your country and genre.

For most countries, you will still be eligible if you are signed to a major or independent label or publisher but will be asked to explain why financial support is needed. Some countries place further restrictions. Please see Country-specific criteria below.

Innovators applying (3^ per country per year) will:

  • Be pushing the boundaries of music industry practice; demonstrating interest in new business models and innovative ways of working
  • Have a growing professional^^ track record, with at least 4 years experience working in music
  • Be able to demonstrate their commitment to supporting emerging artists from all backgrounds, have an interest in enabling talented women and gender minorities to flourish and in influencing change across the industry
  • Be working with music whether from within the industry or another creative sector (tech, audiovisual, design) which intersects with new music business models.

^ Except Canada, which will have 4 Innovators per year
^^ You will need to explain in your application how your experience will ensure that you can make the most of the opportunity. This will be judged within the context of your country and its industry infrastructure. We encourage applications from DIY and independent innovators.

How to apply

All applicants will need to fill in an application form on Flexigrant, the PRS Foundation grants portal. Click here for guidance on using Flexigrant.

The Keychange application form will:

  • Gather basic contact information on applicants
  • Enable the applicant to state whether they want to be considered as an Artist or an Innovator
  • Ask for a short applicant Biography
  • Enable applicants to outline their career to date and achievements
  • Assess whether an applicant is at the right time in their career to be a part of Keychange
  • Ask applicants how they will make the most of the opportunity to develop their creative and business aims during and after the project
  • Establish how the applicant would contribute to the Keychange network
  • Gather information to monitor the breadth and diversity of applicants. We are committed to representing the diversity of new music across Keychange countries. Unless otherwise stated in the application form^, diversity-related questions will be hidden from those assessing your application and will not affect decisions, with PRS Foundation collecting diversity data to share overall results with partners.

^Keychange partners believe in reflecting and representing the diversity of new music in our 12 countries. We therefore ask applicants to state their ethnicity within the contacts section of our form which will be seen by reviewers. This is an optional question which allows you to answer ‘prefer not to say’.

Please read the full guidance before applying.

The deadline is on Wednesday 30th October at 6pm (wherever you are based)

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What you will get as a Keychange participant

What participants will get:
– Participation in full network meet-up in Stockholm in February 2020
– Showcasing or participation at one of our 13 festival partners
– Participation in full network meet-up at Reeperbahn Festival in September
– Mentoring via SheSaidSo
– For artist applicants: performance at one of our 13 festival partners
– Promotion via the Keychange database
– Capacity building with a bespoke training programme

Keychange will cover the costs of:
– Festival passes at respective creative lab festival
– Festival passes at Reeperbahn Festival
– Accommodation at the February meet-up
– Accommodation at the September meet-up
– Accommodation at respective creative lab festival
– An extensive programme of relevant and stimulating activity at all of the above
– Mentoring via SheSaidSo
– Capacity building training programme

Participant bursaries^ will contribute approx. 75%^^ of costs for:
– Flights to the February meet-up
– Flights to the September meet-up
– Flights to 1 creative lab at one of our 13 festival partners
– Per diems at all Keychange events

N.B. – we encourage Partner and Associate Festivals to pay artist fees. It is the selected artist’s responsibility to negotiate where possible.

^ Keychange Partners have agreed suitable bursary amounts which factor in travel costs, accommodation, per diems and ‘top-up’ bursary support as outlined below. Baseline bursaries available to Europe-based Participants will range from €1,400 for Innovators and between €1,800-€3,000 for Artists (depending on the number of performers for the related showcase). The bursary is a significant contribution to expected total costs.
For those based in Canada, baseline bursaries will range from €2,500 for Innovators and between €2,750-€4,250 for Artists (depending on the number of performers for the related showcase). The bursary is designed to cover all costs. If the bursary does not cover 100% of the Canadian artist/manager flights, hotel, local transport, per diem, then contact Evelyn Cream at FACTOR evelyn.cream@factor.ca for additional financial support.
^^ We expect all participants to be at a stage in their career where they can also invest income or allocate support to their participation in the network. The bursary will cover most of the costs, but additional support from a label, employer, publisher, funder etc. is desirable, and will ensure the participant can make the most of the opportunity. The exact amount of the bursaries will be decided based on need (e.g. number of performing band-members, access needs, parenting needs). For applicants based in Canada, 100% of costs will be covered. This is based on Canadian partner’s export priorities and objectives and is in line with other export schemes. Artist applicants may be eligible for grant support available from their local export offices. See Country-specific criteria for more information.

Top-Up Bursary Support

For European participants selected to attend Canadian events
In order to cover the additional costs relating to travelling to Canadian events and activities, participants selected by Partners to travel to Canada will receive top-up bursary support of €500.
Additional Access Needs
We recognise that for disabled participants with access requirements, the level of bursary support may not cover additional access costs and therefore have set aside ‘top-up’ support to cover for additional travel, accommodation or personal assistant costs. You will be asked within the application form to declare additional access costs and we can contribute an average of approximately €900 per participant where this is relevant.
This answer will be hidden from the selection panel and will not affect decisions.
Childcare related costs
Keychange partners believe that parents or guardians should not be prohibited from taking part in the programme and as such, we offer ‘top-up’ bursary support to contribute to the costs of childcare so that participants may still commit to the programmes’ event schedule. You will be asked within the application form to declare additional access costs and we can contribute an average of approximately €950 per participant where this is relevant. This answer will be hidden from the selection panel and will not affect decisions.
Contribution towards management/representative costs
For an Artist participants’ main showcase event, it often helps to ensure that an artist manager or other professional representative is present and supporting the business-side of showcasing. Keychange Partners encourage any participants with representatives to have them attend showcase events with them. In exceptional circumstances, the costs of showcasing may prevent a representative from attending and we have therefore set aside a small number of ‘top-up’ bursaries of €500 for those with management or representatives who are unable to cover their own travel and accommodation costs. A question in the application form will ask you to justify this additional support and Keychange Partners will decide whether additional support is appropriate.
N.B. Bursary amounts and top-up support will be offered at Keychange Partners’ discretion and are subject to change
The deadline is 6pm on 30th October (wherever you are based).

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Further information

The Keychange Phase 2 selection process is managed by PRS Foundation. If you require further application guidance please either contact the partner in your country or info@keychange.eu 

Country-specific criteria for artists

Germany
Applications welcome from artists signed to major labels or publisher, independent labels or publishers and from DIY and self-releasing artists.

UK
We welcome applications from artists signed to independent labels or publishers and from DIY and self-releasing artists. If you are signed to a major label or publisher in Europe and/or Canada you will not be eligible for Keychange support.

We are more likely to support artists who demonstrate international demand from the public or industry.

Selected artists may also be eligible for support through PRS Foundation’s International Showcase Fund should top-up grant support for their selected showcase event be required.

Sweden
Applications from independent labels or publishers and from DIY and self-releasing artists will be prioritised. Artists applying should be able to finance remaining costs for participation and/or additional musicians either from own resources or seek additional funding from other sources.

Spain
Applications welcome from artists signed to major labels or publisher, independent labels or publishers and from DIY and self-releasing artists.

Estonia
Applications welcome from artists signed to major labels or publisher, independent labels or publishers and from DIY and self-releasing artists.

France
Applications welcome from artists signed to major labels or publisher, independent labels or publishers and from DIY and self-releasing artists.

Italy
Music Innovation Hub welcomes applications from artists signed to major labels or publisher, independent labels or publishers and from DIY and self-releasing artists.

Selected artists will be required to perform tracks deposited in Italy. MIH will give priority to artists based and active in Italy.

Norway
Applications welcome from artists signed to major labels or publisher, independent labels or publishers and from DIY and self-releasing artists.

Ireland
Applications welcome from artists signed to major labels or publisher, independent labels or publishers and from DIY and self-releasing artists. Note that the criteria of eligibility linked to export readiness of the artists will be key in the selection of participants from Ireland.

Canada
Due to Canadian government funding regulations, we cannot select artists signed to international labels. Any artist signed to an international label during the Keychange support programme must return the bursary amount.

Poland
Applications welcome from artists signed to major labels or publisher, independent labels or publishers and from DIY and self-releasing artists.

Iceland
Applications welcome from artists signed to major labels or publisher, independent labels or publishers and from DIY and self-releasing artists. Keychange partners recognise the challenges around touring both internationally and locally for Icelandic Artists, so will mostly judge Icelandic applications based on success in other areas (see ‘Who We Are Looking For’ section above).

Participating Festivals

Tallinn Music Week, Estonia
Held each spring in Tallinn, Estonia since 2009, Tallinn Music Week (TMW) is a weeklong celebration of talent, curiosity, creativity, freedom and equality. TMW’s core is the new music festival and Creative Impact conference. The festival’s side events cover arts, design, city space, food culture and various societal issues.

Spring Break, Poland
At Spring Break shows of young, aspiring groups are accompanied by workshops and panels for both the industry people and participants. The goal of the event is to present young, in a large extent Polish, but also european bands to influential people from the music industry as well as give those bands an opportunity to perform for audience craving for new music.

Liverpool Sound City, UK
Liverpool is renowned for its musical heritage and radiates an energy unlike any other city in the UK. Sound City captures the vibrancy of the city with the unforgettable 3 day festival that sees established names perform alongside a constant stream of local, national and international emerging talent.

Way Out West, Sweden
Way Out West is held in the heart of Gothenburg. The three-day festival is a must for all music-loving, culturally oriented young minds.

Mutek Montreal, Canada
MUTEK is a not-for-profit organization dedicated to the dissemination and development of digital creativity in sound, music, and audio-visual art. Its mandate is to provide a platform for the most original and visionary artists currently working in their fields, with the intent of providing an outlet of initiation and discovery for the audiences we seek to develop. MUTEK’s principal activity is the annual presentation of its namesake festival, which has taken place in Montreal since 2000.

Reeperbahn Festival, Germany
The Reeperbahn Festival combines a diverse line-up of new, international talents with a programme comprising of a wide range of themes in a progressive music marketplace.

BreakOut West, Canada
BreakOut West is an annual music event that includes a four-day conference, three-night music festival, and the Western Canadian Music Awards. BreakOut West is hosted by the Western Canadian Music Alliance.

MaMA, France
MaMA gives the chance to agencies, label, publishing or management companies to have their artists – wherever they come from (line-up is 50% French – 50% international) – to play in front of an international audience of music professionals, media and Parisian festival-goers. MaMA Festival takes place in 10 emblematic venues and unusual places of Pigalle and Montmartre.

BIME, Spain
BIME started out in 2013 with its sights set on the music of the future, reaching out to America. Today it is a meeting point for all kinds of professionals from more than 30 different countries, working in all areas of music and other cultural and creative industries. It is a space for connecting continents, doing business, sharing knowledge and discovering the latest innovations in anything and everything directly or indirectly related to music.

Ireland Music Week, Ireland
For artists and arts professionals of all levels, Ireland Music Week gives them a chance to learn and develop their craft, and create new opportunities with agents, labels, bookers, music supervisors, and services from all over the world. From workshops and panels, to master classes and speed sessions, our conference gives artists, and those who support them, the tools and network they need to sustain a career in music.

Oslo World, Norway
Oslo World is one of Europe’s leading venue festivals, presenting a global outlook on today’s music scene, with a special focus on music from Africa, Latin-America, Asia and the Middle East.

Iceland Airwaves, Iceland
Iceland Airwaves Festival is the world’s most northerly music showcase and industry festival, situated halfway between North America and Europe. Iceland Airwaves brings together the country’s brightest emerging musical talent and forward-thinking international acts.

Linecheck, Italy
A place where music industry people meet, learn, share, talk, listen, dance.  Linecheck is the established meeting point for both music industry people and music enthusiasts of mixed backgrounds, as main content partner of the Milano Music Week. 

Selection Process – what happens next?

Following the 30th October deadline, PRS Foundation will share a list of applicants with each Country Partner who will be responsible for liaising with relevant festivals, sponsors and partners – and in some cases external music expert advisors – to shortlist applicants ahead of a Keychange Partner decision panel which will be held in December. Keychange Partners and Associate Festivals will be involved in deciding which applicants will receive support, and applicants will be informed by PRS Foundation of results by 13th December if not sooner.

Partners will use best endeavours to provide feedback to all applicants but this depends on the level of demand in each country.
Keychange Partner decisions are final and applicants are encouraged to request feedback and take note of recommendations or signposting to other support programmes. See PRS Foundation’s grievance policy for more information.

Please ensure that audio or video links work until at least the end of December.