The brief
Tiny Changes is Scotland's first national youth mental health charity - a small, fiercely youth-led organisation with a well-earned reputation for doing work that is both bold and genuinely useful. When they decided that a podcast was the right format to reach young people navigating the realities of a career in music, they came to us to help bring that vision to life.
The concept was clear and compelling: honest conversations with artists and advocates about what the music industry actually looks and feels like from the inside, and how to protect your mental health while building a career in it. The audience was young people who needed something real - not polished or cautious, but genuine. Tiny Changes' instinct for what that meant was strong from the start.
Our role was to develop that concept into a fully produced six-episode series, managing every stage of the project from initial storyboarding through to distribution and launch.
The guests
Securing the right contributors for a podcast about mental health in the music industry required careful research and genuine relationship management.
We identified and coordinated twelve guests across the six episodes: Alice Johnson, EYVE, Lucy Babe Hunte, Lloyd Luther, Bemz, Maya Kashif, Jocelyn Si, Mobo Agoro, Kirsteen Harvey, Katie Waissel, Dr George Musgrave, and Lauren Mayberry.
George Musgrave is one of the UK's leading academic researchers into music, mental health, and the economics of the creative industries. Lauren Mayberry, lead vocalist of CHVRCHES, is one of Scotland's most internationally recognised musicians, known for her outspoken advocacy on the experience of women in the music industry.
The production
We sourced and secured a host and a filming venue, both chosen because they suited the charity's ethos and the world the podcast was speaking to.
We wrote all scripting and show notes across the series, produced 24 social media clips to support the launch, and coordinated the full release across all major platforms.
The subject matter required care as well as craft. Conversations about mental health, the pressures of the creative industries, and the gap between how a career in music looks from the outside and how it feels from the inside need to be handled with honesty rather than caution. The production was shaped to allow that - in the preparation, in the room, and in the edit.
