How BYMT broadened its ambition through the Amazon Innovation Accelerator

Most people arrive at business growth programmes with a clear focus or problem to solve. But one of the most valuable things you can bring is an open mind. The right programme can challenge your thinking and help you discover new possibilities. 

Emily Gray, CEO of British Youth Music Theatre (BYMT), joined Amazon’s Innovation Accelerator to spend time developing a digital app for her students. After meeting new people and hearing different perspectives, she started to see a bigger opportunity for BYMT. 

From thinking small to thinking big 

BYMT is a Leeds-based charity that creates opportunities for young people to develop theatre skills and enhance wellbeing through the process of making original music theatre. With a turnover of just over £1 million, the company supports 2,000 young people across the UK every year with a team of seven full-time employees. 

Emily came to the Amazon's programme thinking she’d focus a digital app to support rehearsal room use, an idea that had come from the young people she supports. 

Going through the process, I realised what our young people were asking for already existed. Amazon shifted my focus on the one thing we can deliver that no one else can. It made me think about what the world needs, what we offer and what’s unique to us.

Her thinking coincided with Amazon talking about the need for training for practical placements. For the award submission, Emily designed a pathway for young people to get into employment through an expanded Creative Work Placement programme.  

We were already solving part of the problem around work placements. But we could do it better, on a bigger scale. The moment this clicked was during a session on emotional intelligence. I knew we could meet a wider need in a creative, safe and innovative way. The accelerator helped me become more ambitious and focused.

Making connections with other leaders 

For Emily, one of the biggest benefits to Amazon’s programme was the people. 

I was buddied up brilliantly with another business owner and we’ve been able to really help each other, as we shared a lovely alignment around the people we work with. Since the programme, we’ve exchanged a lot of thoughts and ideas, while supporting one another in our health and wellbeing as leaders too.

Beyond business leaders, she also got exposure to a wider range of stakeholders: 

Amazon is making a difference in connecting smaller businesses with policymakers across this programme and its other events. For me to have this access is significant. As an arts charity, we don’t get the platforms big companies do.

An international vision 

The creative work initiative that Emily designed through Amazon’s programme is already having a positive impact at a national level: 

Since the accelerator, we’ve helped more people to gain employment. One young musical director has even come and worked for us straight off the back of their training. The placement programme is building momentum and we’re seeing results already.

Overall, taking part in Amazon Innovation Accelerator has allowed Emily the time and space to think about a bigger vision for BYMT. 

The change I’m most proud of is the progress in our theory of change. We talk about ourselves as a national company, but what we want now is to be internationally renowned leaders of training young theatre makers. That’s the biggest shift.