Our Mission & Vision
MISSION
To empower talent and creatives to learn, earn and thrive. We achieve
this by providing opportunities to develop the skills, confidence, and
experience necessary for success in education, employment, and
enterprise in the music industry.
VISION
A world where every artist and creative has equal access to the
opportunities, support and resources they need to succeed, regardless
of their background or circumstances.
Words From Our Artists
“ITM has been a great help to my journey as an artist, it has been something that has given me direction as well as the guidance I need to reach the level I would like to be at. The songwriting sessions and the music workshops that were organised for us have been the most helpful part of the whole program, the songwriting sessions helped me write and record music in a new way that I haven't done before whilst the workshops addressed the business and marketing side of the artist journey that most people musicians don't learn about. I really feel like we've been given the right tools to succeed here.”
- Isaac Stunna
“I Can’t put into words how much InTheMaking has changed my life.”
-Aileen Kelly
“One of the things that I gained from the programme that I would not have gained on my own was expertise, working with amazing people like cassellthebeatmaker, joy farrukh, eric appapoulay and liam bailey. People who I just really respected, incredible song writers.”
-ROB.GREEN
In The Making
Founded in 2017 by Ivor Novello Award-winning songwriter, drummer, and producer Cassell The Beatmaker. In the Making is a dynamic artist development programme dedicated to nurturing emerging music talent.
With over 25 years in the music industry, Cassell has worked with both rising stars and household names, including The Streets, Plan B, Duffy, and Mahalia.
Cassell and his expert team provide comprehensive, hands-on support to help artists realise their full creative potential.
Our Directors
Cassell The BeatMaker is a UK-based Ivor Novello Award-winning songwriter, producer, and drummer, and the founder of In The Making (ITM)—an organisation dedicated to supporting emerging talent from underrepresented and disadvantaged backgrounds.
Cassell’s journey in music began at a young age as a drummer in Quite Sane, a band formed with school friends. As the group grew and developed, they soon found themselves playing sold-out shows across London, setting the stage for their future in the industry.
His professional career began in his teens, touring internationally as a drummer and building a reputation for versatility across hip-hop, soul, funk, and pop. Moving fluidly between live performance, production, and songwriting, Cassell has established himself as a respected figure across multiple areas of the music industry.
Through ITM, Cassell uses his experience and relationships within the industry to connect the next generation with established professionals while providing hands-on mentoring, songwriting, production and artist development.
His belief is simple: talent should never be limited by background, finances or access.
Live / Touring
Plan B · The Streets · Duffy · The Roots · Labrinth · Natasha Bedingfield · Ms Dynamite · Estelle · Terri Walker · Vanessa Simon · Akala · Courtney Pine · BBC Concert Orchestra · Keziah Jones · Greg Osby · Steve Williamson · Pino Palladino · JayKae · London Posse · IIuvlive · Bassistry · Missy Lilly · Rob Green · Aileen Kelly · Apricot Jam Band · Balk Twag · Quite Sane
Production, Writing & Session Work
Plan B · The Streets · Jeff Beck · Paul Epworth · Fraser T. Smith · Duffy · Natasha Bedingfield · Beverley Knight · Rebecca Ferguson · Maverick Sabre · Axelle Red · Pino Palladino · John Newman · Cassellbeats · Mahalia · Rizzle Kicks · Akala · Demolition Man · Terri Walker · Vanessa Simon · Dionne Bromfield · Matt Goss · LZ7 · Garou · Josh Barry · Rob.Green · Missy Lilly · Aileen Kelly · Bassistry · Quite Sane
Paola Lucktung
A highly accomplished Global Director of Entertainment and Influencer Marketing with over 25 years of professional experience spanning brand strategy, business development, entertainment, influencer marketing, brand management and talent management. Throughout my career, I have built and led impactful partnerships, developed commercially successful strategies, and connected brands, talent and audiences on a global scale.
With extensive experience navigating the evolving worlds of entertainment, culture, media and influence, I bring a strategic yet people-focused approach to building brands, developing talent and creating meaningful opportunities. My expertise lies in identifying potential, nurturing relationships and developing authentic partnerships that deliver both cultural relevance and commercial value.
Alongside my leadership and industry experience, I am passionate about mentoring and supporting up-and-coming talent. I am committed to sharing knowledge, experience and insight with the next generation of creatives, influencers and industry professionals, helping them build confidence, understand the business behind their talent, navigate their careers and unlock their full potential.
Driven by a belief that success is strengthened through collaboration, representation and opportunity, I continue to combine global industry expertise with a genuine commitment to developing people, building sustainable careers and helping emerging talent thrive in an increasingly competitive and fast-moving industry.
Amanda Joseph – Director
Amanda Joseph is a yoga instructor, entrepreneur and passionate advocate for health, wellbeing and personal development. With a strong belief in the connection between physical wellbeing, confidence and performance, Amanda brings a people-focused approach to her role as an ITM Director.
Amanda is passionate about supporting the next generation of music and creative talent, helping emerging artists develop their confidence, recognise their potential and create the foundations for a successful career. She understands that talent alone is not always enough and believes the right support, guidance, and environment can make a significant difference to an individual’s development.
Through her work in wellbeing, Amanda has developed a particular interest in helping people build resilience, self-belief and a positive mindset. She brings these values into ITM, supporting its vision of creating an environment where young and emerging talent can feel encouraged, valued and empowered to grow.
Amanda shares ITM’s belief that creativity and wellbeing go hand in hand. She is committed to helping create a supportive and positive community where artists can develop not only their creative skills, but also the confidence and personal qualities needed to navigate the challenges of the music and creative industries.
As a Director, Amanda is passionate about contributing her experience, energy and perspective to ITM and helping the organisation continue to provide meaningful opportunities for the next generation of creative talent.