Music graduate awarded NatWest Business Start-up Prize 2025

Music Business graduate Josiah Graves has won this year’s NatWest Business Start-Up Prize, thanks to his plan to help break down barriers faced by young adults entering the music industry.

Josiah, 22, has just graduated from the BA Music Business degree, and will now benefit from mentoring sessions as part of the award, as well as access to the NatWest Cymru Entrepreneur Accelerator Hub, where he will have the opportunity to hone his business skills.

Each year, NatWest supports final year Music Business students to build on their entrepreneurship studies, simulating a real-world initiative to launch music start-up businesses. As part of this partnership, students research, plan, develop, brand, market and manage a substantial project that has the potential to be successfully scaled up.

Josiah came up with a business plan for establishing Llais Ategol (Supporting Voice) – a charity which aims to provide support for young people through financial prizes and mentoring sessions, to help them get started in a career in music.

“From my research, I found that young adults in Wales and across the UK experience barriers in entering the music industry – especially those who are from economically disadvantaged backgrounds, those with disabilities, or those who have experience of the care system,” said Josiah, who is from Leicestershire and now lives in Cardiff.

“Llais Ategol would offer one-to-one mentoring sessions to help applicants set out their goals and come up with an individual plan to achieve them. Prizes of £200 would be awarded to four people, helping them to invest in musical equipment or time in a recording studio, for example, with an overall winner receiving £500.

“The idea is to create an environment where young adults are able to thrive, realise their potential and go on to earn a sustainable income from their music.”

Josiah also hopes to bring in industry professionals who would provide masterclasses and workshops to young musicians, creating a supportive network that can offer up shadowing and placement opportunities.

Following the pilot stage, Josiah hopes that the charity could expand further across South Wales over the coming years, and be in a position to offer mentorship to more young adults.

Nathan Martin, Regional Board Engagement Manager at NatWest, said: “The NatWest Business Start-Up Plan award gives new graduates from the Music Business course the opportunity to develop enterprise skills and get to grips with all aspects of being a successful business owner.

“This introduction to the world of entrepreneurship, and the chance to spend time at our Entrepreneur Accelerator Hub, is invaluable for students, complementing what they have already learned during their degree. We’re excited to be supporting Josiah in his business venture, and look forward to seeing Llais Ategol come to fruition.”

Lucy Squire, Head of Music and Drama at USW, added: “Receiving the NatWest Business Start-up Prize is a fantastic opportunity for Josiah to take forward his vision for a nurturing award scheme that will truly make a difference to people’s lives. We’re excited to see what the future brings for Llais Ategol.”