14 March 2022

S4C and distribution and promotion company PYST have today announced a new scheme to support the creation of independent music videos for emerging artists and create opportunities for young directors.

PYST will be responsible for coordinating the project enabling the production of 10 new videos and targeting artists who are embarking on their musical journey, with the aim of also providing the opportunity for video production talent to develop.

"This investment in the future of Welsh music and video is a key step.

"Having S4C fund a scheme that will create opportunities for those who do not currently have those opportunities and is also a valuable promotional tool for new artists to use is another important step in creating a landscape that will inspire and support musicians and directors the future," said Alun Llwyd, Chief Executive of PYST.

"Developing talent within the creative industries is an essential part of S4C's role as a public broadcaster." said Rhodri ap Dyfrig, S4C's Online Commissioner.

"I'm passionate about showcasing new musical talents as well as developing the skills of young producers.

"We are very pleased to support PYST with this scheme which will hopefully be a worthwhile contribution to creating a viable music scene in Wales. "

According to Branwen Williams from I Ka Ching Records:

"After the last two years, this scheme has been extremely positive for our new artists and bands, especially when they have missed tens of opportunities to establish themselves.

"Hopefully the videos will bring their new music to life, and a means of attracting a new audience, which will eventually strengthen their status as a band as they resume with performing after a difficult period for the music industry."

Gruff Owen from Libertino label added "This new scheme between S4C and PYST is exciting and significant. PYST's ambitious vision is vital to the future and flourishing development of the Welsh music scene. "

For more information: https://amam.cymru/pyst/cronfa-fideos-cerddorol