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Creative Producers

With a track record spanning more than 20 years and a provenance that dates back further, Serious is an organisation which combines the highest artistic quality across a range of contemporary music, with social purpose, through its ambitions and skills around diversity, reach, access and social cohesion. 

The company makes a major contribution to the arts world through a national programme that is internationally recognised. Working with a network of partners to ensure the greatest reach for our work, each year we produce over 630 events, work with over 2,600 artists, reach live audiences of over 320,000 in over 300 venues and have a digital reach of 44 million. 

For organisations which choose Serious as a creative partner, we make connections and collaborations and bring innovative content, expertise and flair to achieving our shared goals. We are skilled artistic entrepreneurs who produce everything from major concerts and festivals, to national and international tours and specially commissioned bespoke events. Our core team are supported by a network of freelancers from a variety of disciplines, and also handle marketing, production and every logistical detail, delivering a range of high-quality projects with style.

Artistic Consultancy

EFG London Jazz Festival

The EFG London Jazz Festival is the capital's biggest pan-city music Festival in Europe and the highlight of the jazz calendar in the UK, with over 300 shows across more than 70 venues drawing over 100,000 in live audiences. Created in 1992 by Serious, the Festival takes place annually in November and has long been acclaimed for showcasing a heady mix of talent from around the world.

Associate Producer at Barbican

We work with our friends at Barbican throughout the year as a producing partner on their jazz and contemporary music strands, drawing on our shared passion for the performing arts to shape a vibrant and wide-ranging programme of music. As one of the UK’s most iconic concert halls, Barbican has remained a central pillar of the EFG London Jazz Festival programme since coming onboard as a venue in 1995 and producing partner in 1997. These large-scale cultural centres have been absolutely key to the success of the EFG London Jazz Festival – it needs the concert halls for some of the Festival’s headline acts, but it has also taken advantage of the spaces beyond the concert halls to expand the Festival to include workshops, free stages and film screenings.

'The series has turned into one of the most prestigious jazz events on the international circuit.'

The Guardian


Working with our partner, the Korean Cultural Centre, we found new venues and developed the artistic programme for the inaugural Festival in 2013. The result was an acclaimed festival starting with a gala opening concert of the National Orchestra of Korea, making their first appearance in the UK (to a sell-out Barbican) which also marked the official commemoration of the end of the Korean War. The other concerts, ranging from Korean rock to classical, played to capacity audiences and introduced Korean artists to British audiences for the first time. We worked with the Korean Cultural Centre to reach London’s Korean audience using different media/tools for the different generations.

Following the success of this initial Festival, Serious has gone on to produce subsequent editions each year since 2015.

Thamesmead Festival

Organised by local people and Serious with a programme packed full of home-grown talent, the day features live music, dance, performance, food and family activities as well as the much-anticipated annual dog show.

Barking & Dagenham

As part of Serious' commitment to offering a programme of free and affordable events, we host two weekends of entertainment in the London Borough of Barking and Dagenham during the EFG London Jazz Festival offering an exciting programme, including free pop up performances, affordable gigs, community workshops and more.

Royal Docks

International Collaborations

Aga Khan Music Awards

Having worked in partnership with the Aga Khan Music Initiative and Ismaili Centre London to produce a celebration of the Aga Khan's Jubilee in 2018 at London's Royal Albert Hall, Serious were once again invited to work in partnership with the Muslim cultural organisation to produce the inaugural Aga Khan Music Awards in March 2019; this being a three-day event at the Calouste Gulbenkian Foundation, Lisbon, Portugal.

The new event brought to Portugal a constellation of the world's leading musical talents from the Muslim world for an event of global importance in the arts.

Established by His Highness the Aga Khan to recognise exceptional creativity, promise, and enterprise in music in societies across the world in which Muslims have a significant presence, the three-day event featured concerts, musical presentations, a symposium, exhibition, and the awarding of prizes. At an Awards Ceremony on the evening of Sunday 31 March, award-winners received their prizes from His Highness the Aga Khan and Prince Amyn Aga Khan.

The Awards event was produced by the Aga Khan Music Initiative in collaboration with the City of Lisbon under the patronage of the President and Ministry of Culture of Portugal, the Calouste Gulbenkian Foundation, Desafio Global, Leading and Serious UK, and will be hosted by BBC presenter Lopa Kothari.

BT  River of Music

This once-in-lifetime two-day free festival of live music from all Olympic and Paralympic nations, welcoming the world to London the weekend before the Olympic Opening Ceremony, was conceived and created by Serious, who were responsible for the development and delivery of the entire event. 

1,530 artists from all 204 Olympic nations performed across six massive stages at iconic outdoor sites on the Thames, displaying a kaleidoscope of the word's best contemporary and international music. The stages, situated at landmarks along the River Thames, ran as follows: Asia at Battersea Park, Europe at Somerset House and Trafalgar Square, Americas at Tower of London, Oceania (Australia, New Zealand and the Pacific Islands) at Old Royal Naval College, Greenwich and Africa at London Pleasure Gardens.

Live audiences totalled 125,160 with a further eight million reached through television and radio broadcasts worldwide.  2,458 staff worked on the event.


‘From the standard of the food to the friendly security, flawless organisation and gorgeous sites, this was the best music festival I have ever been to in the capital. If this was a dress rehearsal for the sporting festival to come it couldn’t have been more perfect, framing London at its best.’

 ★★★★☆ Daily Telegraph on BT River of Music

National Projects

Ludovico Einaudi - The Illustrated Afternoon

Alongside his sold-out UK concerts in 2019, Ludovico Einaudi created three special afternoon performances in London, Coventry and Nottingham called The Illustrated Afternoon. For a man who never speaks on stage, during those performances he talked about how he had been inspired to create the music for his latest album Seven Days Walking, screened some of the films that he'd made of his walks, and played some of his favourite pieces from the album.

Ludovico Einaudi has been a patron of Serious Trust since its earliest days. He generously agreed to donate proceeds from those three performances to Serious Trust to ensure that music is accessible to all, and musicians have the opportunities they need to reach their full potential.

Yes - we are best known for producing the EFG London Jazz Festival, and yes - our office is based in London. But in fact our work spreads far beyond the capital into every city, town and village of the UK. Yes - even as far as my teeny tiny home town of Glossop, Derbyshire.

But seriously, Serious' programme of Creative Engagement, Talent Development, Touring and Digital work exists to identify thriving areas where we can harness regional creative energies, and to pin-point cold-spots where we can bring culture to those most isolated.

Serious believe that the creative and cultural activities we produce should not just be for the people of the UK, but with them. We use our portfolio of national projects to reach people, establishing relationships with landmark venues, grassroots community hubs, and all those in between.

Our vision at Serious is that all people can engage with music in a way which benefits them, represents them, and matters to them, and this begins with an understanding of people's creative and cultural needs, an active national presence and a relevant programme which is constantly evolving.

Milly Price - Head of Creative Engagement