Since its launch in 2019, the MMF Accelerator Programme has played a crucial role in supporting artist, songwriter, DJ, and producer managers across the UK. Backed by YouTube Music, Arts Council England, Creative Scotland, PPL and the Scottish Music Industry Association, the programme offers a unique combination of financial and educational support, providing managers with grants of up to £12,000 alongside expert-led training.
Each year, a new group of managers join the programme to refine their skills, expand their networks, and strengthen their businesses. With applications for the 2025 intake closing on Monday 3rd March 2025, we spoke to Jen Anderson (The Bothy Society) about how the MMF Accelerator Programme has influenced her journey as a Scottish music manager and helped her reshape her approach to management.
1. You were selected for the MMF Accelerator program in 2024. Why did you apply for the MMF
I applied for the MMF Accelerator Programme in 2024 because I felt it was the perfect time to take my artist management work to the next level.
Over the years, I’ve gained extensive experience in the music industry spanning booking, artist development, and label management but I wanted to refine my business skills, strengthen industry connections, and explore new ways to create sustainable careers for the artists I work with.
The programme offers an incredible opportunity to learn from other managers, gain insights into new revenue streams, and develop strategies that will benefit both my roster and my business in the long term.
Being selected for the programme was both exciting and validating. It reinforced that I’m on the right path and gave me the confidence to push forward with bigger ambitions for my artists.
2. The MMF Accelerator programme includes educational support and training. What’s the most useful thing you’ve learned from the programme so far?
One of the most useful aspects of the MMF Accelerator Programme so far has been the focus on business planning. While I had plenty of experience in this area, having Julia break it down in such a clear and structured way while also encouraging us to be accountable to ourselves was exactly the push I needed. It’s easy to get caught up in the day-to-day demands of management, but this programme has really emphasised the importance of giving ourselves space and time to plan strategically for long-term success.
A lot of my learning has also come from the other managers on the programme. Being part of a group of like-minded people, all facing similar challenges but with different perspectives and approaches, has been invaluable. The discussions, shared experiences, and problem-solving together have been just as insightful as the formal sessions.
On top of that, the various people they brought into the programme have been fantastic not just in terms of their expertise, but also as great contacts for the future. Having direct access to industry leaders and specialists has given me a fresh perspective on different areas of the business and new strategies to implement with my roster.
3. How has your work as a manager developed since you joined the programme, and how do you see your business growing over the next two years?
Since joining the MMF Accelerator Programme, my approach to management has evolved significantly. I’ve gained a much clearer perspective on what management actually is and, more importantly, what it can be.
Rather than viewing it solely as guiding an artist’s career, I now see it as a much broader, more creative role that can incorporate multiple revenue streams and long-term sustainability. This shift in mindset has allowed me to refine and expand my business, moving beyond traditional management into publishing, sync, and other areas that create lasting opportunities for my artists.
One of the biggest influences on this growth has been Paul Bonham. He is one of the best people to have on your side an incredible sounding board who genuinely listens and helps you find the right path for your business. His guidance has given me the confidence to try new things, explore different business models, and push myself beyond what I previously thought was possible.
Looking ahead, I see my business continuing to evolve over the next two years. I want to build a more structured and sustainable model that supports my artists in multiple ways whether through management, publishing, or other creative ventures. The programme has given me the tools, network, and confidence to make that happen, and I’m excited to see where it leads.
4. Since 2019, 133 individuals have completed the MMF Accelerator programme. What’s been the biggest benefit of connecting with other managers and industry professionals?
One of the biggest benefits of the MMF Accelerator Programme has been the opportunity to connect with other managers in a way I’ve never experienced before. I’ve been managing artists for 18 years, but until now, I’ve never had access to such a wide network of peers who truly understand the challenges and complexities of the role. Management can often feel quite isolated, so having a group of people who are facing similar situations, sharing advice, and problem-solving together has been invaluable.
The sense of community within the programme has been a game-changer. There’s an openness and generosity among the managers everyone is willing to share their knowledge and experiences, whether it’s about deal negotiations, touring logistics, or just the realities of balancing multiple responsibilities. The relationships built here don’t just stop when the programme ends; they become a long-term support system that will continue to be invaluable throughout my career.
Beyond the managers, having access to such a wide range of industry professionals has been another huge advantage. The other managers on the MMF board and guest speakers have been incredibly insightful, offering not just knowledge but also meaningful contacts that I know I can reach out to in the future. This network has given me fresh perspectives and new strategies to apply to my business, and I feel much more confident moving forward with the support of this wider industry community.
5. Can you share a recent challenge you’ve faced as a manager and how MMF Accelerator has helped?
5. A recent challenge I faced as a manager was questioning whether the direction I was moving in even counted as management. I’ve always worked across multiple areas of the industry as a booking agent, publisher, and more recently, focusing on different parts of an artist’s career where support is most needed. But as I wasn’t necessarily building a traditional management roster, I started to wonder if I was moving away from management altogether.
The MMF Accelerator programme completely changed my perspective on this. Through discussions around different business models and Paul Bonham’s invaluable support, I realised that within the genre and sector I work in, management doesn’t have to follow one set path. I don’t need to structure my business like a traditional management company to be successful I can shape it in a way that works best for both my artists and myself. That realisation was incredibly freeing and gave me the confidence to continue growing my business in a way that feels right for the work I do and the artists I support.
5. Have you gained anything from the programme that you didn’t expect?
One of the biggest things I gained from the MMF Accelerator Programme something I didn’t expect was a completely new perspective on business planning. I’ve always had experience with planning and strategy, but the way it was broken down in the programme made me realise just how important it is to actively make space for it. It’s easy to get caught up in the day-to-day demands of managing artists, but taking the time to step back, assess, and plan with intention has been a game-changer.
Julia’s approach to business planning, particularly around being accountable to yourself, really pushed me to rethink how I structure my time and goals. It’s not just about writing a business plan it’s about creating a framework that allows for growth, flexibility, and sustainability. That shift in mindset has helped me refine my long-term vision and given me the confidence to try new approaches within my business.
6. Based on your experience, what advice would you give to managers thinking about applying?
My biggest piece of advice for managers thinking about applying is to make sure you’re in a position to fully commit and have the time to get the most out of it. The programme is incredibly valuable, but the more you put in, the more you get out. Between the sessions, networking opportunities, and the wealth of knowledge shared by both the speakers and fellow managers, there’s so much to absorb, and it’s worth making the space for it in your schedule.
Also be prepared for those early morning trains!
Applications for the 2025 MMF Accelerator Programme close at 12pm on Monday 3rd March 2025.
For more information and to apply, visit MMF Accelerator.