ITM, short for In The Making, was founded by Cassell the Beatmaker, an Ivor Novello-awarded songwriter, producer, and drummer with over two decades of experience in the music industry.
ITM houses music artist development programs, including Inside Track and ITM+. Delivered in collaboration with The Ivors Academy, PPL, and The Ivors Academy Trust, Inside Track is a one-year program designed to provide creative and career opportunities to four participants from underrepresented groups and/or individuals who face significant barriers to accessing the music industry.
“After completing Inside Track, select talent are invited to join ITM+, where we continue to support and develop them further with advanced mentorship and tailored resources. ITM’s mission is to empower these creators with the tools, guidance, and networks they need to break into the music industry and build sustainable careers.“
Musik Magazine got to catch up with Cass’ and talk about his hard work and dedication to support up and coming artists and support their journey into the music scene.
How many artists are involved with ITM?
“Currently, we select four artists per program cycle. We work with a diverse range of talented songwriters, singers, and rappers, and have recently added two young producers to collaborate with our talent. Alongside myself, we tap into my network of music industry professionals—including musicians, songwriters, and mentors—who help guide and support the artists.
Our focus is always on quality over quantity, ensuring that each artist receives direct one-on-one experiences and the dedicated attention and resources they need to thrive and develop their careers.“
How do you develop these artists?
“Artist development through the Inside Track Program is a comprehensive and personalised process. At the start of the program, we host an introduction day to create a strong connection between the talent and the ITM team. This day includes a photoshoot with a professional photographer and stylist, as well as interviews with our videographer and social media team. It’s a chance for the artists to express themselves and begin building their personal brand from day one.”
Such a core part of setting up your branding and a brilliant opportunity to immerse into the industry.
“We then focus on each artist’s unique sound, vision, and goals. From there, we work closely with them in the studio to refine their craft, offering tailored support in areas such as production and songwriting. The end result is that each artist has fully mixed and mastered tracks that showcase their growth. Additionally, we provide valuable networking opportunities through our partners, sponsors, and mentors, giving the talent access to influential industry figures and resources. We’re proud to be supported by organisations such as PPL, The Ivors Academy Trust, Arts Council, Sound Connections, the Ed Sheeran Foundation, Blueprint Partners, and Flare Audio.”
Networking is such a crucial part of maintaining and expanding musical connections in the industry, it’s amazing to hear how you support artists with this.
What other things do you offer ?
“Beyond these networking opportunities, we offer exposure through our social media platforms, including video diaries and behind-the-scenes content that document their journey throughout the program. We also host music a listening session, live ITM showcase, and a mini-documentary screening event at the end of the program. This event highlights the live show, as well as interviews with the talent and mentors, celebrating the final results of their hard work.
At ITM, our ultimate goal is not only to nurture both their artistry and careers but also to provide a safe space where they can freely express themselves, grow, and reach a wider audience while staying true to their authentic artistic identity.”
Is there a threshold to be picked to join?
“There isn’t a strict threshold to join ITM Presents, though applicants must be 18 years or older. We take a selective approach to ensure we’re working with artists who show significant potential in their craft, possess a strong work ethic, and are committed to their growth. Whether an artist is just starting out or has years of experience, what matters most is their dedication to their music and their willingness to push creative boundaries. If we believe we can add value to their journey and help them reach the next level, we’re excited to work with them.“
Tell us about your most recent artists that have been part of ITM.
“We make it a point to stay in touch with the talent who have participated in our programs, supporting them as they continue their journeys. Many of our alumni have gone on to achieve great things, including supporting major acts on tour. These have included legendary names like Earth, Wind & Fire, Daniel Bedingfield, Eric Bibb, and Alexander O’Neal. Additionally, some have arranged their own shows and mini-tours, releasing new music regularly, and performing at festivals and private corporate events. Some have also expanded into writing for theatre and have had interest from sync companies for their music. We’re also proud to have seen some of them return to the programs as mentors, passing on their knowledge and experience to the next generation of artists. It’s incredibly rewarding to see our artists continuing to grow, make an impact in the music industry, and give back to the community.“
Be sure to check out our ITM talents Rob Green, Aileen Kelly, Saasil on Earth, Cassellbeats, KBeats, Halle Casz, Kai Richie, Isaac Stunna, Alisha Kigs, Crae Wolf, and Alfie Neale who all have recent releases available on major streaming platforms.
Keep an eye out for their upcoming live shows and exciting new collaborations. We encourage you to share and comment on our videos and social media posts, all of which can be accessed through our link tree below. Stay tuned for upcoming live events and collaborations, as we’re always working on new projects with our talent that we’re thrilled to share with the community.
Find out more via Link Tree here.
As a non-profit organisation, ITM is always looking for additional funding partners and sponsors.
If you’d like to support our cause, please contact us at hello@inthemaking.com or consider supporting us by purchasing ITM merch. When you do, you’re directly investing in the future of talent and helping shape the next generation of successful music creatives.
Insta: @itmpresents
Photo credit : @niemelashoots
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