Hox How To

Understand The Future Of Music

Meet the mentor

Alana Leggett

Head of Festival Marketing Operations, Broadwick Live

Alana Leggett heads operations for an eighteen-strong festival roster, which includes Hideout, Snowbombing, Field Day, SW4 and Festival No. 6, as well as London’s award-winning Printworks venue. 

Alana’s worked up standout partnerships with brands such as Vodafone, Topman, Spotify, Shazam, NME, Foot Asylum, BBC Radio 1 and Lad Bible. She’s all about live and electronic music, and its impact on society.

01. Did you always want to work in music?

For as long as I can remember, I've wanted to work in the creative industries. I always loved both music and fashion, and when I was 18 and pondering my options, my sister asked me, "if you had to pick the thing that you couldn't live without, what would it be?". I knew it was music.

02. If you couldn't do this job, what would your Plan B be?

Honestly, I never actually had a Plan B - my plan was always music. I've heard people say 'don't have a Plan B because it just distracts from Plan A', and I think I agree. I'd put all my focus and energy into finding a way into the music industry and getting as much experience as I could.

03. What's the best advice you were ever given?

Something that always clicked for me, although of course he wasn't talking to me directly (unfortunately!), was listening to a YouTube talk in which Will Smith spoke about his work ethic. He said that he wasn't the most talented actor, but that he would outperform a lot of other people simply because of his work ethic. Talent is a small portion of the pie; the real question is how hard you are prepared to work.

04. Who's been your biggest influence, and how?

A few years ago, I worked a lot with Dan Blackledge and Steve Allison, who founded Obonjan Island in Croatia. Also, Mark Newton, who hosts a string of successful festivals and is co-founder of music streaming service, Melody VR. I'm lucky to surround myself with some amazing friends too; Michelle Ravenhill who runs Live.Love.Logistics. Lindy Nsingo, movement director and choreographer. Ria Moran, an amazing singer (EP coming soon!) and Emma Schofield, who's doing great things in the tech industry. Make sure the people around you are pushing and inspiring you too.

05. Sum up a typical working day in 5 words

Busy. Challenging. Fun. Different. Progressive.

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  • The competition dates are as follows: Amsterdam/Design 19 February-22 March, Holborn/Fashion 23 March-22 April, Shoreditch/Music 23 April-31 July, Paris/Tech TBC.
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