Organisation type
Charity/third sector
Sector
Culture, heritage and music
Disability, diversity, equity and inclusion
Health and social care
Service
As a charity media relations agency, we were appointed to help Nordoff and Robbins launch the inaugural Northern Music Awards (NMAs) and elevate awareness of its music therapy work across the region. The charity wanted to celebrate Northern musical talent, build excitement around its new fundraising event, and demonstrate the social impact of music therapy. Our objectives were clear: raise Nordoff and Robbins’ profile, drive interest and ticket sales, align the charity with both emerging and established artists, and showcase its long-term commitment to the North.
We developed a phased media strategy to position Nordoff and Robbins at the heart of Northern culture while ensuring strong visibility for the charity’s purpose.
Phase 1 — building momentum
We delivered sustained outreach to national, regional and music media, issuing four targeted press releases to create anticipation. Interviews were secured with headline artists, presenters and Nordoff and Robbins spokespeople. A key moment was a pre-event case study featuring shortlisted artists Antony Szmierek and Mica Millar taking part in a music therapy session at Heathlands Village Care Home. This generated significant ITV Granada coverage, including an extended online feature supported by video.
Phase 2 — at the event
Barley managed a dedicated onsite media room, coordinating interviews, filming and photography. Seventeen journalists attended — including outlets that had never previously covered the charity — such as the BBC’s entertainment correspondent and The Guardian. A PA photographer delivered high-impact imagery, while exclusive Getty access ensured international distribution. ITV Granada also filmed the ceremony for a substantial news segment.Phase 3 — post-event impact
We secured an exclusive with PA Media featuring quotes from artists and Nordoff and Robbins’ Nadra Shah, widely syndicated across national and regional media. Coverage spotlighted the charity’s messages and included clips from Mel C and Louis Tomlinson’s acceptance speeches.
The Northern Music Awards quickly became a talking point across the UK media landscape. Coverage extended far beyond entertainment pages, featuring on BBC Radio 1’s Breakfast Show, Radio 5 Live and Radio 3, and even inspiring a Euronews piece calling for regions across Europe to celebrate their own musical talent.The campaign significantly boosted the charity’s visibility and delivered real-world value. One sponsor extended their support — worth an additional £100k — as a direct result of the media activity. The success of the first awards means the NMAs will now be held annually, and funds raised have accelerated plans for a new music therapy centre in Greater Manchester, due to open in 2025.
“
I wanted to drop a note to say a HUGE THANK YOU for all your hard work and support with the NMAs. What a success!! You always go above and beyond and it’s a pleasure working with you all, you are very much part of the team.
Nadra Shah
Director of Engagement and Communications, Nordoff & Robbins
Want to chat?
Feel free to contact our team.
