Industry leaders urged to support ELAM's growth as its founder makes the appeal
Festive Reflections and Lofty Aims: Will Kennard's ELAM Journey
As ELAM, the brainchild of Chase & Status maestro Will Kennard, entered its 10th year, the visionary educator had much to celebrate. Nestled in the heart of East London, this arts & music institution offers youngsters specialised education in music, games design, or film & TV studies, all for free.
"This is quite the milestone," Kennard mused, "A grand adventure that began with a concept, rallying support from the industry, stakeholders, and government, and then finding our brilliant trainees and spreading the word."
In a stunningly short span, ELAM has become a shining beacon of success in creative education.
"I'm nothing short of proud," Kennard beamed. "We've aced two Ofsted inspections, both granting the highest rating. It's more than just a badge of honour; it's a testament to the quality of our teaching, safeguarding, and school management."
ELAM's alumni include the eclectic crew of FLO, Nia Smith, Tendai, Girli, Sekou, and Chrissi. Past students have inked deals with Warner, Island, Polydor, RCA, 0207 Def Jam, and AWAL. Kennard described ELAM as a tried and trusted route for ambitious young minds.
"They may dream of superstardom, and we nurture that ambition, but we also showcase a world brimming with incredible careers," he shared. "We're an industry-focused academy."
Juggling his work with ELAM alongside chart-topping success and hectic touring commitments with Chase & Status, Kennard finds inspiration in young music and new culture – much of which stems from his ELAM days. "It's a delicate dance, but for me, it's part of our secret sauce and I'm grateful for it," he said.
Ethan Holt, a former ELAM recruit, joined forces with Chase & Status to record and perform live with the duo. Today, Kennard frequently bumps into ELAM alumni at events, festivals, studios, and beyond. "It's a recurring theme, whether it's a management company, a label, a publishing house, or a venue," he said, smiling.
Expanding opportunities for gifted youngsters is Kennard's next big aim.
"I'm hell-bent on extending our offerings beyond London," he declared. "The formation of the Day One Trust is key to that, with connections to the London Screen Academy. We're all about the creative industries."
ELAM aspires to open more colleges across the country and engage in conversations with other schools to provide creative arts curriculum support. However, the task ahead is daunting – turning Day One Trust into a Multi-Academy Trust (MAT).
"Our model is transferable," Kennard explained. "The MAT model already exists, with 50-plus schools. The challenge lies in making it the first of its kind in creative education."
ELAM was conceived to address a glaring issue in the educational system, explained Kennard, ushering in a fresh philosophy. "Schools don't excel at teaching creative subjects in a practical manner," he said. "ELAM is a workplace where students are expected to act accordingly from day one."
Diversity in creative arts education remains an ongoing concern for Kennard. "When ELAM was born, I met with business leaders to address issues of accessibility and diversity. The consensus was that the current landscape was not diverse enough," he said. "Progress has been made, but there's still much work to be done."
Kennard emphasized the need for more support from the broader music industry to help ELAM thrive. "I believe the industry has already reaped the benefits from ELAM alumni," he said. "My hope is that this collaboration proves the value of our model and the support we require."
"Will Kennard envisions expanding the impact of ELAM beyond East London, aiming to establish more colleges across the country as part of the Day One Trust to foster diversity in creative arts education."
"As ELAM evolutionizes, Kennard hopes for expanded collaborations with the music industry, believing that mutual support can demonstrate the value of their model and ensure the academy's future growth."
