Help Musicians UK’s transformation, Agenda 2021 and MAD campaign

19 May 2016 - Editorial

Help Musicians UK is a charity emerging from its chrysalis to unite the industry and improve its welfare, Liz Stokes finds. CEO Richard Robinson and Director of External Affairs Christine Brown detail its new mental health campaign, MAD, and why the next five years will be pivotal in its upcoming 100 year history

Whilst being referred to as “the industry’s best kept secret” or a “sleeping giant” may be flattering, it’s not great in terms of reach. So, when you have ambition, funds and knowledge it’s time to shake up your reputation and let people know what you’re capable of. For Help Musicians UK, that time is now. And it has big plans. 

As it marks its 95th year as an independent musician’s charity, CEO Richard Robinson and Christine Brown, newly promoted Director of External Affairs (the first one for the charity), have set themselves the task of being catalysts for the music industry. The transformative moment was sparked when Robinson joined eight months ago and decided the organisation would benefit from not only being reactive but proactive too. Robinson explains: “A recent injection of a £5m legacy has enabled us to modernise and really invest in the music community and the music ecosystem. We’re not going to sit back, we’re going to go out there and make a difference.”

In its many years it has aided musicians via applications across a spectrum of issues, from companionship for elderly artists to hearing help, funding and beyond. Its new direction will not only see it respond to direct enquiries as it always has but in addition will put it on the frontline of musicians’ welfare. Brown comments: “I’ve been at the charity for seven years and I’ve seen a huge amount of change since Richard came in. The new strategy focuses on the next five years up to our centenary year in 2021 and it’s about being a one-stop shop. You can come to us for mental health help, finances, crisis support or if you just need someone to talk to.”

Dubbed Agenda 2021, the next five years promise to be transformative not just for Help Musicians UK but for the wider industry too. Topping its new focuses are campaigns and fundraising. “Over 60% of our current income comes from legacies and whilst that’s great, it’s also a completely unpredictable form of income. We can’t always rely on the money and it’s not possible to plan because we don’t know when it’s coming” Brown explains. “The new strategy needs to be sustainable to we’re looking at fundraising in all directions to ensure our plans are feasible.” Robinson adds: “We’ve never taken fundraising seriously and I would love to say by 2021 that the charity has raised £21m.” 

This week looks to be one of the most pivotal in the charity’s history as it launches its major new campaign, MAD, at The Great Escape on Friday. The Music And Depression campaign has been deliberately designed to be provocative as it aims to make the music industry’s mental health, not just depression but all encompassing, a major action point for everyone. Interest in the area has been bubbling under for some time with artists such as Benga, UK rapper NoLay and Olly Alexander from Years & Years recently coming forward to talk about their struggles. However, the charity recognises that stigma and a lack of understanding is still marring our conversations around mental health.

MAD’s rollout will see several stages over the coming months and years with its initial step being the commissioning of the first ever academic research into mental health in the industry. The research will be gathered across the length and breadth of the UK over the coming months in a survey conducted by the University of Westminster. The results, to be announced at the AIF congress in November, will not just provide a picture of the most important welfare issues but, crucially, will also offer actionable points we as an industry should be taking to address them. Further to this, Help Musicians UK is prepared to take its commitment to the cause one step further. “We’re trying to build clinical awareness and knowledge into the charity itself. We will aim to have our own medical director in-house here by the end of this year. We’re taking it deadly seriously. We want to build a coalition and make sure people have a voice and make sure we have an outcome at the end. It’s not just about having a profile it’s about building something fundamental at the end of it” Robinson highlights. “We’ve got to listen but we’ve also got to be part of the ongoing conversation. We’re not going to do the survey and then vanish, there will be a number of landmark points leading to the announcement and the launch of the medical service” Brown further notes.

Once the research and points are collated, phase two of MAD will look to the wider industry to work together on a healthier future. Help Musicians UK will use the results of the research to form a manifesto with a number of pledges or commitments which it will ask all facets of the music world to sign up to and support. “We can facilitate a lot of conversations. We want the CEO of BPI right through to a venue owner in Salford and a start-up band in Belfast to sign up to this and agree and that we do have to take mental health seriously” Brown states. 

Elsewhere, the charity is also heavily investing in creative programmes across the UK, as Robinson explains: “We’re keen to see the progression of the live musician; they might need help via mentoring or development, providing live experiences, showcases, bursaries, encouraging innovation or help with landmark projects – these are all areas we can invest in. Another side of it though is helping the musician as a creative entrepreneur, you could be the best drummer in the world but if you haven’t got the business acumen behind you, you’re finished. We want to fund interesting and innovative creative programmes across the whole of the UK - which is why we’re also looking at Northern Ireland and Scotland, because you’ll be surprised where you’ll find talent." In order for this to be successful however, Brown adds that this strand of the new-look charity is looking for ongoing partners. “We’re not saying that we’re going to be doing all of this ourselves, a lot of this will be working with people who are already doing it” she explains. “We will help schemes that already exist and help them make an impact. We can help other businesses thrive with this structure.”

As HMUK builds its national coalitions, Northern Ireland and Scotland strands, MAD campaign, fundraising goals and new “ambitious, front-facing strategy” it is also building its own internal structure with a raft of new hires and expansion in several areas. As far as having a shake up goes, there’s a positive earthquake at Help Musicians UK.

Catch the launch of MAD at The Great Escape in Brighton this Friday, more details here