Anna Herbst: PPL Momentum Accelerator Liverpool
Short Project Title: MusicSeen
Bio:
Anna’s background spans the arts, business, and science. She has an MA in Music Industry Management from the Liverpool Institute for Performing Arts. She is a manager, businesswoman and singer-songwriter who is deeply connected to music as both her own personal emotional language and a shared cultural experience. For Anna, music creates connection, community, and representation. Supporting grassroots music means making space for people to be heard, valued, and lifted up as they express who they are and where they come from, and share that with a broader world.
She is the Business and Volunteer Coordinator at MusicSeen CIC, a grassroots platform supporting underrepresented artists in Liverpool’s music scene. Anna designed and now runs MusicSeen’s volunteer programme, building structure, training, and wellbeing resources for student and early-career creatives. She also leads business strategy, helping MusicSeen grow as a sustainable social enterprise, backed by research, interviews, and community input to better understand and represent the local music scene.
Alongside this work, Anna manages independent musicians, working on creative direction, release strategy, and contracts. As an artist herself, she understands what it takes to build a career from the ground up and how to balance creative integrity with opportunity.
The PPL Momentum Accelerator award is supporting Anna’s career at a key moment for herself and for MusicSeen. The funding will enable her to invest in professional creative tools, develop her digital marketing skills, and expand her industry connections, strengthening the foundations that help grassroots creativity and community flourish in Liverpool.