Youth Music takes 2026 awards to Liverpool with new sponsor
The UK charity Youth Music will stage its annual awards in Liverpool this October, marking the first time the event has been held outside London, as Wingstop begins a new three-year partnership as headline sponsor.
The ceremony, which recognises young musicians and grassroots projects working to broaden access to music, will take place on 28 October. Liverpool’s selection reflects the charity’s work beyond the capital, with 86% of its funding currently supporting organisations elsewhere in the UK.
Wingstop UKI’s sponsorship builds on an existing relationship with Youth Music, including support for songwriting camps, paid creative opportunities and the charity’s Ones to Watch initiative. The restaurant brand, which launched in the UK and Ireland in 2018, now operates more than 97 sites and employs over 3,000 people.
The move to Liverpool will also create 21 paid event roles for young people in the city and across the North West. Opportunities will include photography, public relations, Instagram and TikTok content creation, and event support.
Youth Music said demand for grassroots provision continues to rise, with 33,500 young people now on waiting lists for funded projects. Waiting lists are 20% larger in the North than in the South, while more than a third of the projects supported by the charity are considering closure because of financial pressures.
More than 60 figures from music, media and technology will help select this year’s winners. BRIT Rising Star winner Myles Smith joins artists including BICEP, Snoochie Shy, ALT BLK ERA, Emily Makis and lockdownT, alongside representatives from Apple, Meta, Sony Music, Spotify, Universal Music Group and YouTube.
Smith said his own career had begun through grassroots music and described access to opportunities as essential to helping emerging musicians progress.
‘Access to music shouldn’t depend on where you’re from, who you know or what you can afford,’ he said. ‘I’m excited to see the awards head to Liverpool this year – a reminder that talent exists everywhere.’
Dirujan Sabesan, Chief Brand Officer at Wingstop, said the partnership reflected the company’s focus on culture, community and emerging creative talent.
‘We’ve always known that the most exciting talent doesn’t start on a big stage,’ he said. ‘It starts in bedrooms, community centres and local venues up and down the UK.’
Carol Reid, Interim Co-CEO of Youth Music, said the event would highlight the work of young people and organisations maintaining access to music at a time of growing pressure on the grassroots sector.
‘We’re delighted to bring the Awards to Liverpool this year and celebrate the people helping to shape a music industry that is more diverse, inclusive and representative,’ she said.
The awards are open to Youth Music NextGen Fund recipients and people who have participated in a Youth Music-funded project since January 2021. Nominees in the 11 award categories will be announced later in the year.