Keychange Keychange is an international initiative co-founded by PRS Foundation in 2017 (launched at
Reeperbahn Festival) with partners including Reeperbahn Festival (Germany) and Musikcentrum Öst (Sweden). The initiative addresses gender imbalance in the music industry through two main components: •
The Keychange Pledge: A commitment by festivals, music organisations and companies to achieve or maintain at least 50:50 gender balance in their programming, staffing and beyond by 2022. Over 750 organisations worldwide have signed the pledge. The programme is supported by the
European Union's
Creative Europe programme and has expanded to the United States (launched June 2022 with founding sponsors
TuneCore and Believe) and Canada. PRS Foundation itself achieved the Keychange Pledge target, ensuring that women, gender-diverse and mixed gender groups make up at least 50% of the talent funded outside of targeted action schemes. In 2020, PRS Foundation extended this commitment, pledging that 60% of all music creator grantees would be women, mixed gender groups and gender minority music creators by 2022. In 2025, Keychange and PRS Foundation received the LIVE Workforce Award at the
Live Awards in recognition of the initiative's impact on the live music industry workforce.
POWER UP POWER UP is an ambitious long-term initiative co-founded by PRS Foundation and Ben Wynter in January 2021 to tackle anti-Black racism and racial disparities in the UK music sector. The initiative was developed in response to the
Black Lives Matter movement and #TheShowMustBePausedUK in June 2020, shaped by over 80 Black music professionals. By 2024, POWER UP had received over 1,200 applications requesting over £12.8 million in grant support, investing over £1.1 million into participants' projects. The 160-person network includes participants who have gone on to win
BRIT Awards,
Mercury Prizes, and appointments to senior industry roles. In 2022, POWER UP received the inaugural
IMPALA Changemaker Award, recognising the scale and speed of its impact. ==Relationship with PRS for Music==