It was wonderful to announce the fourth round of the PYST x S4C Music Video Fund recently. Over three previous rounds, the Fund has contributed to the creation of 50 music videos by new artists, or artists who have never created music in the Welsh language before. We\u2019d like to thank S4C for their continued support, which has allowed the fund to continue and grow. <\/p>\n\n
The call for the Fund\u2019s support has been strong, which has exemplified a number of things.<\/p>\n\n
Firstly, the Fund has filled a gap by offering support for artists to create their first video to promote their records. It has become increasingly obvious that in the streaming age, there is often a lack of money available to create promotional assets of the sort, and a music video can be a valuable tool for any artist. <\/p>\n\n
The fact that the support is available to new artists that perhaps haven\u2019t had the chance to create a video thus far is also crucial. There are many gaps in the support that can be offered to new artists (and investment in the ecosystem that is needed to develop new artists), and the Fund\u2019s success amplifies the need for these opportunities. <\/p>\n\n
As the number of Welsh speakers continues to decrease, the Fund has also shown that artists from all backgrounds and language ability can engage with the language, and the opportunity to do so on their own terms is vital. Several historical examples show that engaging with Welsh language musical can be a bridge to a wider engagement with the language and its culture. <\/p>\n\n
Finally, the Fund\u2019s success also demonstrates the importance of developing a collaborative infrastructure for the benefit of music in Wales. S4C finances the Fund, you can see all of the videos on Am, the videos promote the product of independent Welsh labels, and PYST (which is funded by Welsh Government) co-ordinates and releases a number of the records \u2013 and so it is an example of sharing resources and learning to the benefit of new artists in Wales. <\/p>\n\n
There is a wealth of resource and experience in the musical scene in Wales. The next challenge is to develop a music stategy for Wales which will acknowledge gaps and suggest ways of investing and collaborating, to ensure that the musicians of the future have a viable ecosystem in Wales to support their craft. <\/p>\n\n