MEET ENTERTAINMENT'S FUTURE LEADERS: JOSH HOLLAND

From former bass player in a pop punk bank to an internship in artist management, from being a marketing assistant in a major record label to working as a music supervisor, Josh Holland ticked off a whole bunch of roles in the music industry before he ended up at YouTube.

The band may not have made it big, but it proved a calling card for a new career.

“Someone had heard I’d been in the UK rock/metal scene and YouTube were looking for a rock/metal editor. I interviewed for it and that’s where my journey with YouTube started,” he says.

After two years heading YouTube’s Indie, Rock, Metal and Alternative programming for the UK, he moved four years ago to his current role overseeing relationships with around 50 mainly UK independent labels.

What's unique about my role at YouTube," he explains, "is its hybrid nature, bridging business development and label relations. I spearhead exciting partnerships while also delving into data-driven analysis of label businesses to identify growth opportunities. It’s a fascinating position because I collaborate with labels not just on their frontline releases, but on their overall business strategy.

It means his job can vary day-to-day from talking about specific new releases and how YouTube can support them to business review meetings to contract negotiations about new YouTube products.

Less than a decade into his journey in the industry Josh sees the dramatic and positive impact streaming has made to the music business.

"From our band's perspective, streaming was nascent. Our income primarily came from live and vinyl, and DSPs weren't really on our radar as a sustainable career option. Fast forward to now, and the transformation is striking: artists can tangibly build a livelihood on a single platform by optimising its use and cultivating a direct fan connection. There's a clear reduction in the barriers to entry for making a real living from music. It was a different world.”

Josh is passionate about his job – and his involvement in ERA’s Future Leaders Programme. “I’m genuinely thrilled to be recognised in this way. The talent in this group is incredible, and I’ve had the pleasure of crossing paths with some of them before - they’re not only exceptionally talented but also genuinely wonderful people. To be named alongside them is a huge compliment. ERA does such important work, and I hope this group can help drive its mission forward, making a real difference across industries.”

His ambition for the group is that together they can make a tangible impact by drawing on their expertise at the frontline of the entertainment industry.

“I think it’s really important that we make sure everyone’s winning together and it’s sometimes easy to lose sight of that in the context of the music industry,” he says.



Your all-time favourite artist/track?

Now that’s an incredibly difficult question, there could be so many, however on the basis I have a Boston Terrier dog named 'Geddy' I will say: Rush - Xanadu

A new artist/track to look out for?

Chloe Qisha - Sex, Drugs & Existential Dread - Amazing up and coming Alt Pop artist born in Malaysia, now based in the UK.

The biggest issue facing the music industry?

Creating a sustainable and supportive ecosystem in the UK that empowers emerging artists to break through the noise and build a career from their passion. Launching new talent in today's crowded music scene is an increasing challenge, with so much content competing for attention. That's why it's vital to equip these artists with the tools they need to forge deep and meaningful connections with their fans, whether that's in the intimate setting of local venues, the tangible experience of record stores, or across the vast reach of digital platforms.