M&C Saatchi Sport & Entertainment partners with UK’s first social-purpose black music festival

M&C Saatchi Sport & Entertainment is partnering with Limitless Live, the UK’s first social-purpose black music festival. The partnership aims to reach aspirational talent from disadvantaged backgrounds through the power of music and entertainment.

The festival will take place at The Roundhouse on April 16th with a live music line-up including BRIT nominated artist Raye, rhymer Ms Banks, UK drill artist Unknown T and YouTube rapper, Miss La Familia.

The London agency is supporting the festival through funding, exposure to brand networks and educational programming at the event. Talent from the agency’s ‘Step Up’ team will lead an interactive workshop that aims to inform and inspire young people about the opportunities within passion marketing and host discussions to raise awareness of the roles available within the industry, creating an open and encouraging space for ambitious individuals to ask questions and gain understanding.

M&C Saatchi Sport & Entertainment upholds the creative philosophy of ‘Diversity of Thought’, the belief that similar people think similar thoughts and therefore diversity of thought is a social and creative necessity. Through it’s Step Up offer, the agency is committed to driving change for brands and society by making passions more equitable. The partnership with Limitless Live takes action to break down the endemic and systemic barriers to inclusion for many underrepresented groups by unlocking future talent.

Jodie Fullagar, Joint Managing Director at M&C Saatchi Sport & Entertainment, said “The creative industries need to be more representative of the society we live in and the audiences we are trying to reach through our work. We are proud and humbled to be a part of the mission of Limitless Live in celebrating and supporting aspiring talent to power up the pipeline with brilliant young creative people who are passionate about sport and entertainment. As a business, we aim to create meaningful change not just for brands, but for society too, which is why we are thrilled to be supporting Limitless Live in its mission to reach aspirational young people through the power of music”

Tolu Farinto, Founder of Limitless comments, ‘At Limitless Live, our goal is to create an open and honest space for creatives to celebrate and support ambitious individuals and connect at Limitless Live. Here at Limitless we recognise that not everyone starts at the same starting line. We aim to leverage music and brand partnerships to remove the barriers marginalised groups face. We will also work strategically and collaboratively with other great organisations to increase our collective impact’.

The Roundhouse adds, "Each year, Roundhouse gives thousands of 11–25-year-olds the chance to develop their skills and confidence through creativity – in music, media or the performing arts. We help them find new perspectives and new directions. Whether it's helping someone get into education, or out of a rut. Or supporting their early career in the arts. Whatever the spark, we nurture it into a flame that can change everything."