Pitch Scotland: A Love for Music, A Love for Communities

Reflections from Chyaro, Programme Coordinator at Generator

Last month, our Programme Coordinator, Chyaro, attended Pitch Scotland in Glasgow - a unique music industry conference focused on hip hop and rooted in community empowerment.

Hear from Chyaro as he shares his reflections on the event’s refreshing approach to industry knowledge-sharing, artist development, and grassroots growth - capturing the energy, authenticity, and sense of purpose that made Pitch Scotland stand out.

PITCH Scotland 27-29 August 2025

When I normally attend music industry events, there is usually a small takeaway for everyone, as organisers try to make them accessible to a wide audience. Pitch Scotland, however, felt different. It was designed specifically to equip individuals within hip hop with not only tools to succeed but the connections to do it. That focus gave it a unique energy while still leaving space for both artists and professionals to learn from one another. This ranged from 1-1 speed meeting sessions; artists sharing their art with people, panel structure which covered all of the how, why, who and where; and time to show the art in the in-evening showcases.

Lending a Helping Hand

Knowledge exchanges were on display throughout session and I’m a firm believer in this helping the industry grow from strength to strength. A standout example came after the first panel on How to Make Royalties Work for You, where Kenny Barber from PRS for Music stayed behind to speak directly with artists and producers, breaking things down at their own level of understanding. That accessibility and inclusivity set the tone for the whole event.

Stop Looking for the Scene

Pan Amsterdam’s words stuck with me: “Stop looking for the scene, be your own scene.”

It was a reminder that artists do not need to wait for external validation or existing infrastructure. They can build their own communities. That ethos mirrors a lot of the work we do at Generator, empowering artists to have the opportunities to create scenes where they are.

Grassroots Before Infrastructure

In the panel From the Ground Up, the message was clear: strong grassroots communities are a heartbeat of the music industry. I believe that must come first before structures and systems can take hold. Without a stable foundation, infrastructure will not last.

For regions like the North East, this is especially relevant. Industry infrastructure may be limited, but sustainable growth comes from investing in people and communities long before the spotlight arrives.

Lessons in Sacrifice and Self-Belief

Speakers throughout the event highlighted the human side of artistry.

Jaydahadadream (Artist) spoke about the value of showing up, taking opportunities, and sacrificing time because it is worth it.
Denise Allan (677 Media Management) emphasised the importance of being secure in your own company.
Studio GLA encouraged artists to celebrate the small wins, reminding us that every release is already a success.

Jords: Carrying Your Roots Everywhere

In conversation, Jords reflected on coming up in Croydon, within the wider South London community. Even with artists like Stormzy, Hardy Caprio and Krept & Konan breaking through before him, he kept chipping away, taking opportunities across the UK and later internationally.

He noted: “It is impossible not to wear it because it is engrained in who we are.”

That message resonated with me. Regional identity does not hold artists back, it gives them authenticity. At Generator, we want artists to know they do not have to shed their roots to succeed.

Local Stories, Global Echoes

The session Local Stories: Global Echoes drew striking parallels with Canada, where Toronto dominates the national scene. Organisations like Music Nova Scotia, the African Nova Scotian Music Association, Crescendo Fest and Cranium Arts Project are showing that strong community links can elevate talent outside the main hubs.

Dana Beeler from Music Nova Scotia summed it up: “Build your community in your community.” Patrick McCormack from Cranium Festival added: “Structures will come and go. Invest in human beings. It will always pay forward and have a ripple effect.”

This emphasis on people over structures reflects exactly how we approach things at Generator.

Conclusion

It started and ended with the music.

Pitch Scotland was not just another industry event. It was a reminder that artistry, identity and community are the real infrastructure. The conversations were honest, the lessons practical and the atmosphere rooted in hip hop’s spirit of self-determination.

For me, it reinforced the idea that we do not need to wait for someone else to build the scene. We already are the scene in the community we share.