Youth Music

About

Having previously supported Youth Music with the appointment of its Co-Chairs in 2023, the team was delighted to partner with the organisation again on the recruitment of its new Chief Executive. Youth Music is the UK’s largest young people’s music charity, operating in a rapidly changing landscape in which young people face reduced public funding, mental health challenges, and the rise of AI. Its mission, to help young people learn and earn through music, has never been more urgent.

This appointment represented a rare opportunity for a strategic, inclusive leader to boldly champion the charity’s mission and shape its next chapter, operating across a diverse range of relationships spanning grassroots organisations, commercial partners, policymakers and government.

The Brief

The new Chief Executive would be responsible for driving Youth Music’s next phase of income growth, building strong relationships with government, funders, policymakers and philanthropists, and serve as a compelling public spokesperson for the charity’s impact. The role required a leader capable of diversifying income, particularly through high net worth individuals, corporates, and music industry partners, while ensuring the organisation continues to lead the field in innovative grant making.

The focus was on sustainable growth, maintaining quality, and bringing the team along through digital transformation. The ideal candidate would be an ambassadorial, values-driven communicator, with credibility gained through experience in the music, education or youth sectors.

Our Approach

Following detailed briefings with the Co-Chairs and Senior Leadership Team, a four-week search targeting senior professionals across the arts, music and broader charity sectors generated 87 applications. As the process progressed, it became clear that deep knowledge of the music industry would be essential to success in the role. Eight candidates were invited to first-round interviews, with four progressing to second-stage, which included a presentation on their approach to the first 100 days.

The Outcome

The Board appointed Adam Joolia, an award-winning founder and Chief Executive with over 20 years’ experience shaping youth, culture and public policy. He had led AudioActive for two decades, transforming it from a single-post community project into a £1.5m Arts Council England National Portfolio Organisation with significant national influence, and was recognised as a 2024 National Lottery Gamechanger for outstanding leadership.

Adam’s system leadership experience spanned statutory, cultural and grant-making boards including PRS Foundation, the Cultural Learning Alliance, and the Brighton & Hove Cultural Alliance. He also brought long-term commitment to cultural infrastructure through founding trustee and non-executive roles at Creative Crawley, Platform B Radio, and Brighton Youth Centre.

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