A groundbreaking national initiative to protect and enhance the digital presence of Wales' most iconic music.
“Optimise Music Wales works with the artists to ensure Wales’ cultural legacy remains ship shape, visible, able to be found, heard and valued not just for today but for generations to come.”
Cerys Matthews
Singer, songwriter,
radio programmer
Optimise Music Wales is a pioneering national initiative by Dark Arts, designed to preserve and elevate the digital presence of Wales’ most iconic musicians.
Funded by the Welsh Government through Creative Wales, and supported by R&D investment from Media Cymru, the project is a first-of-its-kind intervention at a national level, aimed squarely at protecting and future-proofing Wales’ musical heritage in the digital era.
The project has supported 20 Welsh artists across genres and generations, including the likes of Sir Tom Jones, Manic Street Preachers and Catatonia.
The goal is to ensure that culturally significant Welsh music remains discoverable, engaging, and competitive in a landscape driven by algorithms, streaming platforms and ever-shifting digital standards.
“An excellent project and service.”
Donna Woodward
Tom Jones Management
What did we do?
Dark Arts offered a package of optimisation focussed support, deploying purpose-built digtal tools to produce a tailored roadmap for each artist.
Digital Healthcheck
Tool assessing and scoring an artist’s presence across digital platforms including web, streaming, social and YouTube.
YouTube Audit
Tool producing a deep, optimisation focussed audit of up-to 150 videos on a YouTube Official Artist Channel (OAC).
Tailored Consultancy
Unpacking reports with artist teams line-by-line, considering individual circumstances to prescribe fixes and improvements.
“It’s really brilliant that the Welsh government is investing in the legacy of Welsh artists and their future in this way.”
Sean Adams
Charlotte Church
Management
