Young Sounds UK launches at Fender Celebrity showroom

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In April 2024, and after 25 years of growth, Awards for Young Musicians became Young Sounds UK. The rebrand was to reflect the breadth of our work and its mission and values while enhancing our reach and impact.

To mark the occasion we invited media to Fenders Celebrity Showroom to share the news and showcase some of the young musicians we support. The iconic electric guitar, acoustic guitar and guitar amp brand, newly renovated Grade II property in the capital’s Covent Garden district. Located in Covent Garden, the building is a treasure chest for guitarists and music fans, consisting of five floors of office space for various Fender brands, as well as a unique Artist Showroom.

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The morning featured words from our Chair Philip Jones, Chief Executive Hester Cockcroft and Programme Director Neil Phillips as well as a very special appearance from Alumna Patron Jess Gillam. Meanwhile musical performances came from 17-year-old violinist Teagan and 14-year-old singer-songwriter Jarlaith. On the event they said:

“Performing at Fender was truly memorable! The atmosphere, both in the space and among the people was amazing! ‘Electrifying’ was the word that came to mind when playing there, which I think perfectly captures the new energy behind the name change!” Teagan

“The rebrand event at the Fender Rooms in London was an amazing and truly enjoyable experience; It was an absolute pleasure to have been invited to perform.The new name ‘Young Sounds UK’ I personally feel has a more inclusive meaning and connects all young children from a range of different music genres.” Jarlaith

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None of this would have been possible without the enthusiasm and determination of the Young Sounds team, trustees and collaborators. In particular we’d like to thank Dan Burkitt, Poppy Cumming-Spain and Ben Gibbon from whom the name and branding came from. Creatives at Fold7 and House337 respectively​, the work has been done entirely pro bono​. Dan says:

“As copywriters we were tasked with updating the name of AYM. And it’s been a real pleasure to work with the team on the brand refresh. As a Grade 7 flautist, Poppy wanted to hit the right notes. And as a Grade 1 pianist, Dan just about found his rhythm. Massive thanks to Ben Gibbons, Dan’s colleague and designer at Fold7, who created the beautiful logo inspired by the movements of a conductor. We hope our minor efforts will bring the charity major success. “

We’d also like to thank Premier PR for their help managing external communications around the relaunch and rebrand. On this Sam Roberts of Premier PR says:

“Playing a part in raising awareness and understanding of the charity’s mission was a true privilege – its work feels critical to our young people and to our music industry.”