Youth Music

Boosting brand awareness across the whole of the UK

“Youth Music’s mission to equalise access to music for young people strongly aligns with ERIC’s mission to make the creative industries more accessible to the next generation. We have really enjoyed working with the ERIC team to make this happen.”

Daniel Williams | Engagement Director

Challenge

  • Youth Music aim to grow brand awareness across the UK and reach young people who face barriers to entering the creative industries.

  • While the team has built a strong community, they are working to expand their reach to new individuals unfamiliar with their work.

  • Youth Music have explored alternative career platforms, but found that these were often too London-centric, and didn’t quite meet the target audience that they’re looking for.

ERIC solution

  • ERIC provides Youth Music with instant, direct access to the young people that they’re trying to target with their opportunities.

  • With thousands of opportunities in one place, the ERIC platform is really accessible to young people, aligning perfectly with Youth Music’s mission.

  • ERIC’s expertise in connecting with Gen Z has been instrumental in boosting Youth Music’s reach and engagement across the UK.

  • The Youth Music team highly value their experience with ERIC so far, with the continuous support, feedback, and regular check-ins being a highlight of the partnership.

Results

  • In the first three months of using ERIC, Youth Music saw a considerable increase in website visits and applications for their opportunities.

  • For a recent role, the majority of shortlisted applicants came from ERIC, highlighting the high level of engagement amongst the app's community.

  • ERIC has had a significant impact on broadening Youth Music’s brand awareness, reaching more people nationwide.

  • Of the young people Youth Music has reached, 48% live outside of London, 52% are from the global majority, and 32% have a disability.

  • Implementing ERIC’s advice on tailoring posts to Gen Z saw Youth Music’s engagement increase by 134% within 3 months.

Looking ahead

  • Youth Music is excited to create more posts for the ERIC app to get more young people aware of their opportunities.

  • The team plans to share a wider variety of content on the platform to educate young people about the creative industries and the work that the charity does.

  • Youth Music is looking forward to attending more of ERIC’s industry events to maximize their impact on the platform and across their wider channels.