Notion is a popular culture-focused media group producing innovative stories, editorial content and brand partnerships across print, digital, video and experiential. London-based but built from a network of contributors all over the world, we celebrate music, creative & cultural innovators, and encourage inclusivity, collaboration & eclectic tastes.
Notion’s digital destination and quarterly print editions are a space for pioneering talent, while our entertainment marketing agency — Studio Notion — builds bridges between brands and our audience. At the same time, NOTION’s live agenda mixes bespoke cultural happenings, with carefully curated festival-level events.
With one ear to the ground, NOTION is dedicated to creating a platform for contemporary culture, bringing you the freshest faces in music and beyond like you’ve never seen them before.
For an outstanding music video that features a Youth Music funded artist or has been created by a Youth Music funded project.
WINNER
Meduulla
Youth Music NextGen Fund, North West
Manchester-based, Zimbabwean-born rapper, poet and DJ Meduulla created a music video for “Limbo” when people connected with a snippet of the song on TikTok. Audiences loved the song’s playful vibe, so she gave the music video a fun 90s swing with cool locations and editing. "Limbo" celebrates migrants, travellers, and nomads, honouring those who feel conflicted about where to call home, real or imagined.
4 The Brotherhood - Adrenaline Rush
NextGen Fund, London
JR Graham, or 4 The Brotherhood, is a Filipino/Jamaican indie-pop artist, producer and songwriter from South-West London whose music has received support from Wonderland and DMY magazines. The "Adrenaline Rush" video captures his chaotic lifestyle, likened to the thrill of a rollercoaster drop or skydiving. Filmed in London over two days, JR enlisted talented friends for casting and set
- Pronouns he/him
LVRA - Venom (feat. Spent)
The Sound of Young Scotland Award / Youth Music NextGen Fund, Scotland
Edinburgh-based progressive electronic artist LVRA (aka Rachel Lu) worked with Oscar McNab to direct the video for "Venom". Part of LVRA’s ‘soft like steel’ project, the song exploring beauty and identity. Shot in Glasgow on a tight budget, it shows a character shedding a second-skin costume, symbolising rebirth. The video reflects LVRA’s personal journey of exploring queerness and individuality.
- Pronouns she/they
Peri Rae - the ocean (i could die)
Youth Music NextGen Fund, South West
Peri Rae’s guitar and vocal-driven indie-rock songs chronicle her life and how she views the world around her. Peri draws inspiration from the ocean, reflecting its healing power. This video, filmed in Cornwall, is a love letter to her new home, featuring friends as cast and their businesses as locations. A DIY project, it mirrors Peri’s life’s journey, building from sadness to something epic.
- Pronouns she/her
Sarah Isabella
Youth Music NextGen Fund, London
A singer and songwriter from East London, Sarah Isabella blends ambient soul, alternative R&B, jazz and hip-hop. As a co-director of the music video, Sarah shot across London, forests, and worked with vases for illusionary effects. Setbacks such as lost footage gave an opportunity to refine the video, and support from friends in styling, locations and lighting ensured it was full of heart.
- Pronouns she/her