Industry insights with Yemi Sawyerr: International showcase prep and balancing a multifaceted career
Radio host, musician and events coordinator at Jazz re:freshed Yemi Sawyerr heads to her third SXSW in Austin this year. British Underground ask Yemi how to successfully prepare for industry conferences like SXSW, what diversifying the music industry and curating culture entails and how to balance a professional and musical career.
Interview: Almass Badat
Adam, Yemi and Alanna from Jazz re:freshed.
Photo credit: Debbie Tucker Green
Yemi’s journey began in administration, sparked by a desire to play a part in the behind-the-scenes organisation of the events at the beating heart of London’s grassroots music scene. Today, she prepares for another year of presenting emerging talent to the international industry at the Jazz re:freshed SXSW showcase in Austin, Texas.
Read below for real industry insights on what live event coordinating entails, how Yemi balances her music and professional career and if you’re an artist, her tips for best practise when pitching for live-gigs.
Hello Yemi. Let’s set the scene. Why are industry gatherings important for emerging musicians?
Industry gatherings are really helpful for emerging musicians as there really is no better way to connect with someone than face-to-face. For those of you whom networking isn’t your cup of tea, gatherings are a brilliant way to gain confidence and pitch yourself in an environment where everyone else is doing the same - you can be reassured that industry professionals and other musicians are in attendance to speak to you! I speak from a firsthand perspective when I say it can feel pretty intense, but simply by showing up, you’re taking your place in the industry and making steps towards people falling in love with you and your music.
Jazz re:freshed is going from strength to strength - can you describe the current audience appetite for jazz and live music in the UK?
The appetite for jazz in the UK continues to grow. With the meteoric rise of young and innovative musicians, more and more people are showing up for a piece of the action. It feels that live music is finally bouncing back from the blow of the pandemic and audience members are gripped by the new dawn of exciting young artists.
What did you wish you knew about international music showcasing before, that you now know?
Doing your homework before even setting foot on that plane or train is vital to international success. Physically being there is only half of the task at hand and most of the groundwork is laid within your very own shores.
By speaking with veterans of international showcasing, I’ve realised the importance of researching and reaching out to potential collaborators and industry professionals ahead of time. Most international showcase events release some form of delegates/ performer list which are really helpful to see who will be there and discover labels/ companies you haven’t come across before.
Don’t be afraid to pick up the phone and form personal connections - set up those meetings, rehearsals and jams that will help you best promote yourself at the showcase.
Chances are it won’t just be the showcase day you’ll be in the country for, and therefore this homework ensures you make the most of your time out there.
“The community that live music fosters is second to none. Spaces for expression and connection are vitally important to creative blood flow and live music provides this and more.”
How important are the social elements to these industry gatherings and how do you navigate them?
Navigating industry gatherings can be intense, but rest assured that most attendees are feeling the exact same way as you; nervous and apprehensive to make the most of it. My best advice for navigating the social situation is to be yourself! If you’re anxiously strung like myself, take time beforehand and practice your pitch to make sure you get all of the key information across. The focus is to foster connections that will grow outside of the gathering, so have your phone at the ready to take down details and follow up on exciting conversations.
What part of being an events coordinator are people surprised to hear you do?
The thing that people are most surprised to hear about my career is that it takes me around the world, both physically and digitally. Through this role, I’ve had the pleasure of forming friendships with individuals and creatives whose paths I would otherwise never have crossed, and been to places I never could have imagined.
What is an ‘absolute yes’ when an artist is pitching themselves to you?
My absolute 'yes’ in an artist pitch that is punchy, has easily accessible music links, gives me an idea of the band’s personality and shows why they’re reaching out to me or the organisation specifically. Try to keep your pitch to a reasonable length, include information on who you are, your music/ performance style, key releases and key successes. Avoid sending lengthy, vague or cold emails that don’t directly relate to the recipient.
How does working in the industry help your own musical career?
Through my work, I’ve learnt a lot about the organisations that exist to give independent artists knowledge on how to fund, market themselves and develop their own careers. An example of this is PRS Foundation, who provide artists with funding opportunities for a range of different purposes including artist development, international showcasing, partnerships and much more.
Furthermore, my career has helped me to step outside of my comfort zone in terms of networking and helped me realise that networking is not as soulless as I once thought. Industry connections have turned into real friendships and I’ve found people genuinely interested in my career growth.
Where should musicians in your industry be looking to showcase/gig live in the UK?
Across the UK you can find such vibrant scenes for all genres of music, don’t feel as though you need to be in London for your art to be relevant. My best advice for emerging artists is to get to know the scene around you, and that includes other musicians. Too often we forget that music is collaborative and some of my earliest shows came from approaching local artists after their gigs or chatting to the person scanning tickets on the door.
If you’ve conquered your local area and are looking to expand, there are some great resources online signposting you towards festival applications and promoters. For example, PRS has a great festival application guide that they update annually.
Who are your top 3 'ones to watch’ right now?
There are so many exciting, innovative musicians that my answer is extremely difficult to narrow down! I’d have to say Allexa Nava, whose debut EP drops on the Jazz re:freshed label February 28th. Also drumming prodigy Lox who dropped a single with us last year in November, as well as female brass duo Bad Influence whose live performance blows me away.
Yemi at Brick Lane Jazz Festival.
What’s coming up for JRF in 2025?
We’ve got some exciting programming coming up in 2025 which kicked off in January with our Jazz Cafe ‘Sounds Of’ collaboration and Brussels Jazz Festival.
Our weekly residency is going strong, taking place every Thursday at 91 Living Room, Brick Lane. Each week features a live performance from different bands, as well as tunes from the Jazz re:freshed DJs before and after the set. It’s a great space to meet jazz enthusiasts, artists, DJs and creatives of every discipline and we’ve got some brilliant artists lined up for the coming weeks. We’ve also just announced our lineup for SXSW 2025 in Austin Texas, check out our socials for the scoop!
Jazz re:freshed Outernational is presented by Jazz re:freshed and British Underground and supported by Arts Council England and the PRS Foundation.
