Here’s what we learned from the Relentless Freeform Forum

Building a career in the music industry is tough – just ask your mates trying to land a gig, throw a night or produce an album. Without generational wealth or a huge online following, many talented creatives, organisers and entrepreneurs are struggling to catch a break.

Relentless and THE FACE know this all too well. So, rather than lamenting the industry’s failings, we teamed up for the latest Relentless Freeform Forum – a platform championing disruptive creatives in the face of financial and structural barriers. For this iteration, Relentless has offered one recipient £10,000 and bespoke mentoring to turn their unique proposal into a reality.

When the Relentless Freeform Forum was announced in December, over 300 applications flooded our inbox. From there, we whittled the shortlist down to just 10 standouts, who all received feedback from the scheme’s mentors: DJ AG, NAINA and Mura Masa.

Dare Balogun​’s Sunbeat proposal, which brings traditional African music into public space, was a highlight. ​“It presents aspects of community, disruption to the every day and the joy of breaking down boundaries through creative expression and freedom,” Mura Masa said, praising the project. So too was Nrthn Baby, a live band cypher devised by Nicola Coaker to shine a light on emerging North East rappers and singers. ​“This feels like a really exciting concept with [a] grassroots community at the forefront, which is super important,” NAINA noted. ​“It’s also supporting emerging North East MCs and vocalists – anything that isn’t London centric always grabs my attention.”

Ultimately, we landed on one individual, Savannah Harriott, a self-made DJ and community organiser behind the SAVSSOUNDS alias. The backstory and idea from Harriott was special. Until October 2025, she’d been holding down a full-time job in wealth and asset management, moonlighting (and week-ending) as a professional DJ. She took the gamble and quit her job in pursuit of creative freedom.

Her rebellious, genre-splicing attitude chimed with the forum’s goals from the offset. In her application, Harriott presented ALTVERSE, an expanded club night combining eclectic Black electronic sounds – house, edits, jungle, baile funk and pop edits (think Kaytranda via Willow Smith) with an educational programme comprising panel discussions and creative workshops. (At one event, she gave away free copies of her self-published survival guide for creatives with a nine-to-five.) The platform addresses topics such as financial literacy, marketing and wellbeing for any creative juggling office life with the club.

ALTVERSE has already proven successful: sold-out events, a crowd made up 70 to 80 per cent women and strong audience feedback. (In fact, she held an event yesterday.) It impressed the mentors, too. ​“I don’t come from a huge amount of money. I did want to pursue my creative pursuits but the financial stability was something that I couldn’t sacrifice,” Harriott explained in her one-to-one masterclass with DJ AG. ​“I feel like it’s information that people just don’t have, and they don’t now know how to maintain the two.”

DJ AG, who had until 2023 been working as a salesman, was naturally all ears. ​“It’s a really interesting journey, and I respect it because I didn’t actually leave my job straight away,” he said. ​“I was [live-streaming my sets on] TikTok for three months. When I realised I could monetise and survive, that’s when I decided to quit [my nine-to-five].” For DJ AG, it was TikTok’s battle function that first allowed him to earn while live-streaming. Later, brand deals came via Instagram, while YouTube provides less sizable but not insubstantial income. ​“You’re going to have to graft,” he told Harriott. ​“Don’t be afraid to post. Don’t be afraid to offend. Don’t be afraid to be unfollowed by some people.” Collaborations were also a key takeaway for Harriott to grow a community. ​“Just have a list of like a hundred artists, people or influencers that you’d like to collab with and DM them. See what happens. You’d be surprised. Every no gets you closer to a yes. That’s how I see it.”

When Harriott caught up with NAINA, there was an equally quick connection. After NAINA finished uni, she kept her passion alive by doing community radio, but she also worked a full time sales job. For NAINA, it was the tightness and clarity of Harriott’s application that caught her eye. ​“We’re in an era now where everyone’s spinning a lot more plates than they used to,” NAINA explained. ​“But when I read your application, there was a clear understanding of what you’re trying to do. You’re the voice of so many people who [are in] a similar situation. I’d never thought I’d get into the industry – especially being a woman of colour. I feel like I had to work five times as hard as my peers.”

Mura Masa, from the outset, fell in love with Harriott’s story. ​“It is extremely brave,” he said. ​“I appreciate the fuck out of that. Anyone who quits the corporate world to do something creative – that’s my people for sure.” Mura Masa advised her to embrace what makes her night unique, as that’s what has built her audience so far. ​“Do what you feel is really cool and nourishing, and then that will have the effect of people who agree with you gravitating towards what you’re doing,” he added. ​“You have the advantage of having a niche in Black, female-led music. I think by putting energy and thought into [questions] like, ​‘How do we build this out?’ you’re at risk of watering down your already good taste.”

Clearly, Harriott has a lot of food for thought in her next steps. Hopefully, with more collaboration and tenacity, a commitment to her USP and a respect for the original audience, she will sow the seeds of her – and her community’s – success. ​“I still don’t really have the words, but I want to say a massive thank you for your belief in ALTVERSE and the mission I have with it,” she said after the masterclasses. ​“The feedback from the mentors means the world. I wasn’t sure what to expect but the sessions were each so useful in their own ways.” For now, we’ll be watching on as ALTVERSE ramps up, passing on the tools for another generation of young people to shift from a day job to a creative passion sustainably.

Aaliyah Stretch (369), Asia Amodeo (QROWD), Dare Balogun (Sunbeat), Hang Linton (The Subculture Synthesis), Kemi Obasola (Polyjammerous), Mario Alcantara-Monteiro (ETHNIK Dance Lab), Nicola Coaker (Nrthrn Baby), Olivia Wilkes (Sensorial Collective), Oskar De Rocha (Unseen) and Savannah Harriott (ALTVERSE)