As Mastercard marks its 27th consecutive year as the headline sponsor of The BRIT Awards, the global payments giant is doubling down on its commitment to the creative industries with an inspiring initiative aimed at nurturing the next generation of talent. Through its new programme, Mic Drop Talks, Mastercard is seeking to break down barriers and inspire young people across the UK to pursue careers in the music and creative sectors.
The initiative, launched on February 20, 2025, brings industry icons and BRIT School alumni into schools across the country to offer guidance, share their experiences, and help demystify the paths available in the creative industries. The programme is designed to show students that a career in music or the arts is not just for performers but includes a wide range of roles—from production and event management to journalism, law, and technology.
A Launch to Remember
Singer-songwriter Ella Eyre, a BRIT School alumnus, kicked off the campaign with a surprise performance at Kelmscott Secondary School in Walthamstow, London. The crowd was treated to an impromptu performance of her hits Waiting All Night and Came Here for Love, before Ella engaged in a heartfelt Q&A with the students, sharing her journey from student to chart-topping artist. Eyre expressed her pride in being part of the initiative, emphasising the importance of showcasing the many career paths available within the creative industries:
“It’s so important that young people are shown the options available to them within the industry, so they can see a path that’s right for them,” she said. “I hope Mastercard’s outreach programme gives young people across the UK the confidence to pursue their passions and create their own path forward.”
The event was hosted by Vick Hope, a renowned radio and TV presenter, author, and journalist, who has long championed the importance of inspiring the next generation. Hope reflected on the power of the initiative, stating:
“Inspiring the next generation is so important, and there is such power in really knowing your options, so I’m excited to be launching Mastercard’s school outreach initiative, showing young people across the country the many careers available in the music industry. The UK is bursting with creative talent, and it’s been incredible to hear the aspirations of so many students and help guide them to fulfilling their potential.”
Addressing the Knowledge Gap in Creative Careers
New research commissioned by Mastercard reveals that 48% of young people aged 12-17 are eager to pursue a career in the creative industries. However, many feel unsure about the specific career paths available to them. Nearly 39% of respondents admitted that they only knew of performer-related roles, while 33% felt they weren’t creative enough to pursue a career in the sector. Mastercard’s research highlights the significant gap between ambition and access to industry insights.
The Mic Drop Talks initiative aims to bridge this gap, showing students that the creative sector is far more expansive than they might realise. The programme will feature a series of YouTube videos and in-school visits, where students will have the chance to interact with industry professionals and hear from experts who have succeeded in various fields, such as music production, event management, and even law, where creative industries are concerned.
“There are hundreds of amazing careers in the creative industries, from performing and tour management to technology and journalism. It’s time to bring these into the spotlight,” commented Charlie Carrington, Senior Vice President of Marketing and Communications at Mastercard.
A Nationwide Outreach for Aspiring Creatives
The outreach programme will extend to several state-funded schools across the UK, with the goal of reaching students who may not otherwise have access to the creative industries. Mastercard’s involvement with the BRIT School, which has produced some of the UK’s most iconic artists, is central to the initiative. In addition to Mic Drop Talks, Mastercard is funding a skills and CV-boosting work experience scheme, offering ten students from the BRIT School the opportunity to work behind the scenes at The BRIT Awards ceremony in roles spanning production, digital, events, and public relations.
The partnership with The BRIT School is a reflection of Mastercard’s ongoing commitment to shaping the future of the UK’s creative workforce. In addition, BRIT School students will feature in Mastercard’s advertisements, which will be broadcast live on ITV1 and ITVX during The BRIT Awards, further emphasising the importance of supporting youth talent in the creative sector.
Tackling Career Uncertainty and Financial Concerns
While enthusiasm for creative careers is high, 77% of 12-17-year-olds surveyed are already taking steps to turn their creative aspirations into reality, thanks in large part to encouragement from their parents (80%) and teachers (68%). Yet, financial concerns still loom large for many families, with 28% of parents actively supporting their children’s passion for the creative arts, while 27% are urging them to consider a more secure career plan.
The uncertainty felt by students, especially between the ages of 14 to 16, is evident. 23% of adults admit that their own career aspirations shifted during their teenage years to more “realistic” options. Despite this, the creative industries remain a major force in the UK economy, contributing £125 billion annually and employing over 2.4 million people.
The research also highlighted regional variations in career interests, with Edinburgh topping the list at 61% of young people showing an interest in creative careers, followed closely by London (57%), Newcastle (49%), and Manchester (48%). Conversely, Plymouth (52%), Sheffield (49%), and Newcastle and Southampton (45%) showed higher levels of uncertainty about career options within the sector.
The BRIT Awards 2025: A Celebration of Creativity
The BRIT Awards 2025, sponsored by Mastercard, will take place on March 1st at the O2 Arena in London and will air live on ITV1 and ITVX. In addition to showcasing the best in British music, the ceremony will serve as a celebration of the creative industries, bringing together talent from across the spectrum.
The Mic Drop Talks initiative and Mastercard’s continued support of The BRIT Awards highlight the company’s commitment to inspiring and empowering young people. By connecting students with role models and offering tangible opportunities for career development, Mastercard is helping to ensure that the UK’s creative talent pipeline remains strong for years to come.
For Mastercard, the campaign is more than just an outreach programme—it’s about helping young people find their voice and pursue their dreams. As Vick Hope aptly put it:
“The future really is in incredible hands!”
As the next generation of talent steps into the spotlight, initiatives like Mic Drop Talks are helping to shine a light on the diverse and rewarding careers within the creative industries, giving young people the tools they need to succeed.
