The maths are pretty simple. But everyone likes a challenge so let’s reverse engineer them. Harry Styles, Dua Lipa, Ed Sheeran and Paul MCartney are the UK’s top earning musicians, millionaires many times over. And they all started small. In teeny venues and tiny studios in towns and cities across the country. The musical adventures of some of our biggest stars started local, homespun demos clutched in hand as they looked for that first career-changing chance. The holy grail for many a performer is to reach a place where they can discard the distractions of a day-to-day existence and focus fully on their art and whilst making money is never the sole reason to create, the reality is that it must be considered if a career as a musician is the goal.
But here’s where the maths starts to go wrong. Streaming has done untold damage to an income source many musicians relied on whilst the plight of the ever-shrinking stock of independent music venues is well documented (The Freebutt, Sticky Mike’s or The Prince Albert anyone?). And the cost of living often means a choice between rehearsal time and dinner time. If we define success as making a real living out of being a musician, then the path to that hallowed ground for younger artists is tougher than ever. But it’s not all doom and gloom, for in Brighton we are blessed with amazing organisations, fabulous venues and visionary individuals dedicated to supporting up-and-coming artists. And in these dark times, Small Pond are lighting the way.
SOURCE first wrote about Small Pond way back in 2015. The record label team were moving into their brand new HQ on Castle Street with grand designs on an approach that was all about creating opportunity. Fast forward eight years and, boy, are they realizing that vision. SOURCE managed to grab some time with mad-busy managing director Vlad Matveikov to talk about the projects they run.
A multi-instrumentalist who has performed and toured as a bass player, Vlad describes himself as the ‘Dad’ of the organisation. He notes that Small Pond was conceived as a hybrid studio, promoter and record label, with a drive to create initiatives for young people that has grown and evolved along with the city scene he loves. The move to Castle Street was huge. The idea was first conceived in a pub by a label team made up then, as now, of musicians. This seems key. The 11-strong Small Pond crew are artists and performers themselves, living and breathing the challenges that creators encounter as they seek to get their music heard. And with a tangible base from which to build, they turned their collective eye to the challenges faced by up-and-coming artists in Brighton.
Even the quickest of visits to the Small Pond website reveals a clear mission statement. Alongside offering seriously good recording and rehearsal spaces, it is the projects that really catch the eye. The “Emerging”, “Next Generation Sounds” and “Diversify, Learn, Create” schemes are all laser-focused on offering musicians multiple opportunities to develop and grow. From free rehearsal and recording time to mentoring and training, the programmes are all about helping musicians break through to a wider audience.
Vlad says that Small Pond are responding to the challenges that a changing, post-Covid world presents, by designing projects that speak to the needs of emerging talent. Just imagine being given free studio time and professional advice to turn your scratchy DIY demo into something that grabs wider attention. Solid gold. Even better, imagine then being given the chance to play live at one of Brighton’s biggest venues as the label’s recent Bad Pond Festival at Chalk has done. Solid platinum!
But how is all this free stuff paid for? Vlad and his team have worked hard to build relationships with funders that include Youth Music and the Arts Council and have been awarded grants that help keep the programs running. This is no mean feat. With many organisations stripped of funding by a government that arguably has more regard for maths than music, Small Pond have moved mountains to bring their projects to the city. And their numbers are proof that it is working. They had more than 70 bands and performers apply for their latest version of the “Emerging” project and so far dozens of musicians, including CLT DRP, Lambrini Girls and City Dog have benefitted from their projects.
Whilst the UK music industry has transformed this century, throwing up barriers to success that did not exist before, Vlad is positive about the future. Despite now being a significant commercial entity, Small Pond has a rebellious spirit that has remained intact. Their projects are designed to address and overcome barriers and inequalities, to ensure that Brighton’s infinitely diverse community have access to opportunities that are all about artist growth and progression.
Making millions out of music is a rare old thing and whilst the creative process shouldn’t just be about harvesting the lucre, the transaction is simple; if artists are rewarded by those who listen to what they do, they will have the time and the space and the resources to make more of their art. This is the bedrock of one of our cultural cornerstones. Small Pond are creating pathways for artists to find that wider paying audience and in a vibrant city crammed full of potential, we are very lucky to have them. Very lucky indeed.
If you’re interested in one of Small Pond’s projects, head to their website and get applying!
