Our latest Meet the Team interviewee, PPL’s Senior Events and Partnerships Manager Sarah Wall, has spent her career backing talent, helping artists take the leap from emerging to extraordinary.
Sarah, what made you want to be part of PPL – and what were you doing before?
I felt drawn to the way PPL supports those who release and perform music. Before coming to work here, I spent 10 years as an artist manager, looking after acts ranging from house DJs to indie bands and mainstream pop. Looking back with a slightly wiser head, as a young female manager from a low socioeconomic background, I realise I came across a lot of sexism and barriers. Being heard and hanging on was tough at times, but my belief in making a difference for musicians was unwavering.
I grew up in a pretty culturally vacant part of Essex and started coming into London alone from a young age to see gigs. I lived and breathed live music but didn’t know what jobs existed, so I had to pave my own way.
My first music-adjacent role was working with Coldplay after school while finishing my A Levels about 25 years ago. I met them and their manager at a gig in their early days, and they wanted some help to create a magazine for their growing fanbase. Despite being very shy and awkward, I volunteered to help. That was basically the start of my path to where I am today. It taught me that passion and hard work can go a long way. I took my niece (who is now a fan!) to one of their recent Wembley shows and it was very special.
What are some of the most interesting projects you’ve been involved with at PPL?
My role often involves joining the dots between people, ideas and opportunities. I get to interact with a huge range of people: our brilliant team at PPL, music organisations, emerging performers, managers and agents. My favourite thing is nudging people in the right direction, whether that’s through information, a connection, or guidance on funding for their careers.
We are involved in more than 100 events and outreach activities across the UK a year; from panels and workshops to conferences, award shows, and festivals, plus formal business meetings for members.
PPL Giving is another great programme. It officially launched last year, though we’d been working on it quietly for a while. I work across the whole process, from assessing what to support and why, to developing internal relationship managers who liaise with each organisation.
You also oversee PPL’s relationship with PRS Foundation (PRSF). What does that involve?
PRSF is the UK’s leading charitable funder for new music and talent development. Through it, PPL supports three key programmes:
- PPL Momentum Music Fund – for artists at a crucial tipping point
- ISF (International Showcase Fund) – to help UK artists take their first steps internationally
- And the Talent Development Network (TDN) – a network of 73 organisations across the UK
PPL has supported PRSF for around eight years and became headline supporter of PPL Momentum Music Fund in 2020. Previous recipients have gone on to great things, including Sam Fender, Little Simz, and English Teacher. ISF grantees include Ezra Collective, Dave, and Big Special. TDNs include our friends Jazz re:freshed, Focus Wales, Oh Yeah in Belfast, and Wide Days in Scotland.
I work closely with our Membership team to assess applications and feed into a wider panel with external assessors.
Sounds like there’s a lot going on! What’s a typical day in your role?
It’s varied and full of human interaction, which I love. There are lots of meetings and emails, of course, but I try to block out time to Get Sh*t Done. I’m often meeting with industry partners across the UK. There’s usually some negotiation, strategic planning, deadline-chasing… all in the name of getting the best outcome for PPL while being fair and collaborative.
What are your top priorities right now?
Looking at how we show up in 2026! Also, a big focus for the last few months had been preparing for the Annual Performer Meeting, which took place on 19 November in Manchester. It’s a chance for PPL members to hear what we’re up to and see the results of the performer board elections.
For the first time, we hosted a live show afterwards featuring ISF-funded Antony Szmierek, who’s from Manchester. We co-hosted this with PRSF and Manchester’s Un-convention, which is also part of the Talent Development Network. The then also took part both [Manchester music conference] Un-convention and the TDN Conference, where PRSF’s 73 organisations came together, supporting people across all genres and disciplines.
What are some of your biggest challenges?
From an events perspective, it’s impossible to reach everyone, so we focus on being as meaningful and accessible as we can, bringing a human face to what we do. Thanks to our Comms and Member Operations teams, we’ve got a great website, responsive support, and experts who deliver brilliant workshops and panels. Everyone’s working toward the same goal.
When it comes to PPL Giving, there are too many deserving organisations and artists, and not enough funds! Investment in new music is shrinking, and things like studio time and travel are more expensive than ever. That’s why PPL Giving, and the many organiations it supports, including PRS Foundation – are so important to keep the wheels turning. We need to support artists at the developing stage, when money isn’t flowing, so they can break new ground and hopefully become household names.
What’s the most rewarding thing about your job?
Supporting insanely talented people, whether through funding or other interventions, is incredibly rewarding. It’s about giving them confidence, validation, and industry buy-in so they can take the next big step.
What’s something you’ve helped make happen at PPL that you’re particularly proud of?
Helping get PPL Giving off the ground gives me all the feels. From an events perspective, I’ve always been passionate about making sure we’re not London-centric in our outreach. We work across genres, and collaborate with many industry peers, and I really relish that.
Onto our quick-fire music questions! Who are your ones to watch?
Sombr (though with over a billion streams on his top track on Spotify, he’s not exactly unknown!). I’m also loving Cowboy Hunters, Clive from Accounts, Adjua, TTSSFU, and Group AD.
What’s a track that always makes you smile – and why?
Talking Heads – This Must Be The Place (Naïve Melody). David Byrne is one of my all-time heroes. Thinking about his playful humour, his kooky dancing, his writing, it all makes me smile.
And finally, what new track should everyone have on their playlist
I keep coming back to ‘Gossip’ by Confidence Man & Jade because it reminds me of many fun nights watching ConMan live. Chaotic sophistication.
