Music graduate’s vision for new city venue wins 2023 NatWest Prize

A Music Business graduate from the University of South Wales has won this year’s NatWest #Powerup Graduate Prize, thanks to her vision for a new music venue for Cardiff.

Celeste Brown, 22, has just graduated from the BA (Hons) Music Business degree and will now benefit from mentoring sessions as part of the prize, supporting her start-up business, Third Stream.

“During my time at university I have discovered a passion for live music and entrepreneurship,” said Celeste, who is originally from Swansea and moved to Cardiff to study at USW.

“Third Stream is my idea for an elegant, premium music venue for full-time workers who crave a community-driven, down-to-earth atmosphere. I noticed a lack of venues suitable for the working, adult population in the city.

“The business aims to target existing fans of jazz and classical music whilst encouraging young musicians and a wider appreciation of the genres – creating an environment that promotes health, wellbeing, and sustainability alongside music.”

Celeste chose to study Music Business during her final year at college, after initially planning to do an apprenticeship in Electronics.

She said: “I didn’t feel particularly passionate about an apprenticeship, and after researching Music Business degrees, I knew the subject was for me, as I loved music and played the keyboard myself.

“I knew very little about the subject but was excited to learn. The wide range of prospects the industry offered appealed to me as I didn’t have a particular career in mind. After visiting a few universities, USW felt right. The environment inspired me the most and being close to my home city it felt like the best fit.

“Now that I’ve graduated, I’d like to continue my studies in business and entrepreneurship at postgraduate level. I plan to use this time to expand my knowledge and network whilst refining the business plan. I’ve begun getting involved in music promotion through planning local events for the same reasons.

“I feel very grateful for the opportunity to receive this prize and excited to receive further mentorship from NatWest. The University has been central to this project, through the support and encouragement of my lecturers and the support team at USW. I’m looking forward to the next steps.”

Gemma Casey, NatWest Cymru’s Ecosystem Manager for Wales, said: “The NatWest #Powerup Graduate Prize gives students on the BA Music Business course the opportunity to learn and develop enterprise skills.

“This introduction to the world of entrepreneurship, and to skills including pitching, is invaluable for students, whether they go on to set up their own businesses or go into employment. These are transferable skills which can really give students the edge, whatever their future path.”