Inside the LOOSE.fm and giffgaff partnership: opening doors for grassroots talent
giffgaff and LOOSE.fm present Industries: Your Way In, a project that helps people kickstart careers. With giffgaff’s desire to build a fairer, more connected world and LOOSE.fm’s commitment to supporting up-and-coming talent, the partnership will offer knowledge, connection and opportunity.
LOOSE.fm isn’t like other radio stations. It’s a point of difference that founder Mark Freeman prides himself on.
When he launched the independent community radio station in 2021, Mark curated the space around what he calls a “triple X” ethos: eclectic, experimental and ecstatic. Now, the mission has evolved.
We're here for people who want to share what brings them joy he explains, adding: “I think it's really important that people remember that the reason why we engage with culture, first and foremost, is for enjoyment. Things like depth, meaning, beauty all travel further on the back of it.”
The joy-seeking “unseriousness” that defines the brand is perhaps best visualised by the studio space in Greenwich’s design district. A bright green repurposed shipping container with giant googly eyes and a service hatch styled like a mouth where passersby can watch DJs broadcast live.
But LOOSE’s refreshing commitment to joy and creativity isn’t just skin deep; it’s at the core of programming. LOOSE has become a haven for grassroots music, where a diverse roster of DJs explore and share their passion for music. When it comes to shows, the bigger the genre mash-ups, the better: “What really stands out to me are specific genres that are either very broad or that don't always go together. If someone says they're into death metal and jazz, then that's really interesting,” says Mark.
Alongside championing joy and creative freedom, the station is committed to supporting up-and-coming talent. “We want to give a platform to people who haven’t had the space elsewhere,” explains Mark. DJs are largely self-selecting, often applying to be involved through social media. “We don't need someone to be an experienced DJ or broadcaster to enter our space,” he explains, adding that it’s more important to share the station’s values and have a unique sound.
“We’re here for people who want to share what brings them joy”
Providing access to the music industry
Lack of access and gatekeeping are key barriers for people trying to get into the music industry, he says. The knock-on effect of streaming platforms on the wider industry means fewer doors open to new talent, which disproportionately affects those from lower-income backgrounds and marginalised communities. "People with genuine talent and passion tend to get forced out," he says.
LOOSE is committed to supporting grassroots and underground music, and providing a platform for talent to hone their craft. This support includes not charging DJs to perform, which some community or independent stations do through memberships or “subs”, and giving them creative freedom to fully express their art. In Mark’s words, “It’s about encouraging people to just do what they do and not ask anything from them other than that. It’s also being open-minded with how people want to express themselves.”
As a result, many have used their LOOSE platform to build a career and take the next step, whether that’s booking regular gigs, running successful events or forging careers in other areas, such as content or studio production.
Creating opportunities with giffgaff
This shared commitment to leveling the playing field is what brought giffgaff and LOOSE together to create “Industries: Your Way In”. The event is designed to help open doors and turn ambition into action, helping people kick-start their careers.
Hosted by broadcaster, DJ, writer and British music tastemaker Tiffany Calver, industry influencers will share their real experiences of breaking into the industry. The conversations will be followed by a networking segment for attendees to connect with one another.
For Mark, this event can act as a professional “crossroads” for people looking to break into the music industry. They provide a place where people meet, collaborate and form meaningful relationships. This value comes as much from the conversations people have on the night as from any formal advice or information they walk away with.
In an increasingly online world, Mark is passionate about the value of IRL meet-ups, events and spaces to create opportunity. “There is much more to the human experience than staring at the screen,” he says. While he admits that digital connection has huge benefits, especially for those who might not be able to access physical spaces as easily, for him “meeting people in real life is irreplaceable”.
He hopes people will feel inspired and know that, although it is harder than ever to get into the music industry, it is possible with grit and determination. “In this economy, talent isn’t enough; you have to persevere, work hard and stay focused,” he says. If you think you're doing something well creatively, take it 100% more seriously.
Your Next Move
Networking can feel intimidating, especially when you’re new to an industry or just starting out. It’s totally normal to feel this way, and many people do – even when they’re way further into their career.
For those looking to make the most of networking opportunities, Mark has some top tips:
“Practise saying what you do (or what you want to do) in a sentence.” — A clear, confident introduction will make you more memorable and help you ease into conversation.
“Be ready to listen to others and not just talk about yourself.”— Really listening to others will help you build stronger professional relationships and help you spot opportunities to work together.
“Don’t be afraid to approach someone.” — People go to networking events to connect with others and chances are they might feel just as awkward as you do!
Not been lucky enough to get a free ticket for Your Way In: Music? We’ll be posting highlights and takeaways from the event across the blog and our social accounts to help people make their next move.
Follow @giffgaff on TikTok, Instagram and YouTube for further takeaways and interviews from the event.