Playback Creates, a bold new not-for-profit platform championing South Asian creativity and opening pathways into the creative industries, has marked a major milestone with the successful launch of its flagship music development programme, Homegrown.
Established to address the long-standing lack of culturally informed development opportunities for South Asian creatives, Playback Creates exists to build a stronger, more representative talent pipeline for the UK’s creative industries. At its heart is a commitment to access, visibility and meaningful community support.
Following its official launch, the response to Homegrown has exceeded expectations. The pilot programme received more than 50 applications from across Wolverhampton, the Black Country, and the wider Midlands area, highlighting the depth of untapped talent in the region. Eleven young creatives have now been shortlisted to form the inaugural cohort.
The majority of the shortlisted artists are singers, rappers and musicians spanning the full 16–30 age range, with a strong gender balance across the group. The diversity of genre is equally striking. The cohort includes a 16-year-old female artist creating heavy metal and rock, several artists working in Punjabi rap and contemporary Punjabi singing, a classically trained Indian classical musician, and artists exploring pop, R&B and neo-soul.
Dr Harpreet Jandu (PBN), Founder & Artistic Director of Playback Creates said, “We marked an important milestone as we welcomed and officially onboarded our first Homegrown cohort- an ambitious, talented and fearless group of young creatives spanning Hip Hop, Pop, R&B, Panjabi, Indian Classical, Rock, and Heavy Metal. It was incredibly powerful to see them in the room alongside established industry figures who generously shared their experiences, insights and time, committing to mentor and support the group throughout the programme.
Over a period of six weeks, the cohort will step into professional recording studios, receive dedicated development time, and benefit from hands-on industry guidance. The programme will culminate in a live showcase this March at Vaal & Vaal Wolverhampton, our official venue partner, where they’ll perform their work in front of invited guests from across the sector.
Homegrown sits at the heart of Playback Creates- a platform we founded to nurture talent, strengthen representation and create clearer, more accessible pathways into the creative industries. Having navigated the music industry myself, I understand how difficult it can be without the right networks and support. This programme exists to help level that playing field. And this is only the start.”
A flagship opportunity shaping the future of South Asian music:
Homegrown is supported by Arts Council England and delivered in partnership with Punch Records and APS Studio. Five industry mentors, each bringing different specialisms across performance, production and music business expertise, are supporting the cohort throughout the programme.
Each selected artist will receive dedicated time in a professional recording studio during the six-week programme, resulting in a fully mixed and mastered track. Alongside their studio sessions, participants benefit from one-to-one mentoring, industry insight, and hands-on creative support throughout their development journey.
The programme will culminate in a live showcase on 12 March at Vaal & Vaal Wolverhampton, where the cohort will perform in front of industry guests, media, and leading creatives.
The cohort perspective:
For many of the young artists, Homegrown represents their first experience of working in a professional studio environment.
Yuvi Singh, 23, said, “I applied to Homegrown because the opportunity to collaborate really stood out to me- especially working alongside established artists and industry veterans whose journeys I’ve followed for years. Being able to learn directly from people you’ve admired growing up is a huge opportunity. Their insight into production, creativity and the realities of the industry is invaluable.
I’m excited to work not only with the mentors but with the rest of the cohort as well. There’s so much talent in the room, and getting into the studio to blend ideas, experiment and build something collectively is going to be a great experience. I’m hoping to deepen my understanding of music production- from mixing and mastering to the wider business side of the industry- and come away with a stronger overall perspective.
The final showcase is what I’m most looking forward to. It’s a chance to perform, connect with people from across the UK and present my work to industry professionals. Being able to step onto that stage and share what I can do will be a proud moment.”
Meera, 22, a Punjabi singer from Wolverhampton, added: “When I came across Homegrown, I immediately saw it as a real opportunity to build my recording experience and take meaningful steps towards developing my original music career. Having structured time in the studio and access to mentors feels incredibly valuable at this stage in my journey.
I’m particularly looking forward to refining my recording process- learning more about vocal production, harmonies, vocal stacking and song structure, and understanding how to shape original material in a professional setting. Gaining insight into how the industry works behind the scenes is just as important to me as the creative side.
I love performing and being on stage, so the final showcase in March is something I’m genuinely excited about. It will be an amazing opportunity to share my music with a wider audience and celebrate everything we’ve created during the programme.”
Building a stronger talent pipeline:
Homegrown is designed to be free, inclusive and culturally relevant. It represents a practical investment in local talent and a bold step toward strengthening representation within the UK music industry.
With a powerful first response, a diverse and ambitious cohort, and strong industry backing, Playback Creates has positioned Wolverhampton and the Black Country as a vital emerging hub for South Asian music talent.
This is only the beginning.
For more information, visit: https://weareplayback.co.uk/