Sound City

Sound City to host music business masterclasses with BBC’s VITAL

Facebook Live sessions will feature special guests over 8 weeks

Liverpool, 8th October 2020 Sound City is set to launch a series of music business masterclasses with rapper and BBC presenter VITAL, starting this coming Monday (October 12).

Supported by Arts Council England and CAPLL Ltd, ‘The VITAL Sessions’ will be broadcast on Facebook Live every Monday evening from 7pm to 8pm, welcoming a special guest each week.

In the first session, VITAL will talk with rapper J Lucia about surviving COVID as an independent artist.

With roots in Wolverhampton and Jamaica, VITAL’s first EP, Powers, hit the iTunes Hip Hop Top 20 in December 2016.

He began presenting his own radio show on BBC West Midlands following the release of his latest project #Clean Hearts Only in 2017.

His music has gathered more than 2 million views on YouTube and he has played more than 200 stages including MADE Birmingham and BBC Radio 1’s Big Weekend.

Sound City is a UK leader in the training and development of music business and artist talent through a range of programmes covering the North West of England and the UK more broadly. They sit alongside its famous Sound City and Off The Record festivals and conferences; Sounds of the Xity, Beijing, in partnership with Modern Sky Entertainment; and Sound City Korea, which sees UK artists showcase at Asia’s biggest industry events Zandari and MUCON.

VITAL said: “I’m excited to further build and work with Sound City as they have showed me love, support and embracement from the jump. Since then, I have gone on to perform across the UK and other countries, become a BBC presenter and am now working with DITTO Music. Through all that, Sound City have kept their relationship and support constant.

“I’m really looking forward to doing The VITAL Sessions and seeing where every conversation goes. The aim is to help people secure themselves for the future. We’re living in scary times. If these sessions help just one person through this turmoil, I would be happy that someone has allowed themselves the power to figure it out.”

Sound City MD Becky Ayres said: “VITAL is a brilliant artist who we have worked with over several years at Sound City. We’re delighted to collaborate with him on The VITAL Sessions, which will be open access and available for any artist or individual with a passion for music who wants to get inspiration, ideas and support during the tricky times we currently face. The sessions are part of a Sound City series we’re working on over the coming months. Watch this space.”


Sound City is proud to work with many leading and innovative partners including…

About Arts Council England

Arts Council England is the national development body for arts and culture across England, working to enrich people’s lives. It supports a range of activities across the arts, museums and libraries – from theatre to visual art, reading to dance, music to literature, and crafts to collections. Between 2018 and 2022, Arts Council England will invest £1.45 billion of public money from government and an estimated £860 million from the National Lottery to help create these experiences for as many people as possible across the country.

About INES and Creative Europe

We are part of the Innovation Network of European Showcases. The INNOVATION NETWORK OF EUROPEAN SHOWCASES, or INES, is a European cooperation project initiated by eight international showcase festivals and gigmit, the European digital platform for artist booking. Co-funded by Creative Europe Programme of the European Union.

About Keychange

Keychange is a pioneering international initiative which transforms the future of music whilst encouraging festivals and music organisations to achieve a 50/50 gender balance by 2022. 74 emerging artists and innovators each year from across Europe and Canada will take part in international festivals, showcase events, collaborations and a programme of creative labs. Keychange aims to accelerate change and create a better, more inclusive music industry for present and future generations.

Keychange is led by Reeperbahn Festival, PRS Foundation and Musikzentrum Öst, supported by the Creative Europe programme of the European Union, in partnership with Tallinn Music Week, Iceland Airwaves, BIME, Oslo World, Linecheck/Music Innovation Hub, Ireland Music Week, SACEM, Liverpool Sound City, Way Out West, Spring Break, MAMA, MUTEK and Breakout West.

Keychange is sponsored by FACTOR, Fundación SGAE, GEMA, Gorwelion Horizons, IMRO, the Musicians’ Union, Norsk Tipping, Roskilde Festival, Smirnoff Equalising Music, SOCAN Foundation, Songtrust, SoundCloud, STEF, STIM, and Talent Norge.


CAPLL Ltd is an established leader in face-to- face, regular-giving and lottery fundraising. We work in partnership with our clients to secure high quality, committed donors at sector leading attrition levels. Since 2009, CAPLL Ltd has generated in excess of 1 million long-term donors through lottery and regular giving campaigns. We employ directly and indirectly over 650 people nationwide working in high footfall venues, including high profile shows, and residential areas. We raise awareness through strongly branded presentations, stands and materials, which promote our clients work. An emphasis on inspiring quality supporters is at the heart of what we do. A thorough understanding of our client’s needs allows us to deliver national and regional campaigns for a wide variety of partners in the Charity Sector, the Energy Sector and Home Security. CAPLL Ltd has become one of the largest in its field across Europe!”

Sound City

Sound City-owned events include Liverpool Sound City festival and conference, Dubai Sound City, New York Sound City and Sound City Digital, Sound City Korea, Gateway To The Asian Music Markets, Off The Record, and Sound City Satellite.