Well, for The Pack Smart Group, the Coventry-based fulfilment company behind Music Smart, the answer was simple – create a platform for local artists to showcase their talents, learn the ropes, and ultimately expand their fanbase. And what better place to do this than Coventry’s iconic Godiva Festival?
That’s why this year’s Godiva Calling competition didn’t just shine a light on Coventry and Warwickshire’s most promising musical talent; it also marked a milestone in what can happen when businesses step up and use their expertise and resources to back creativity.
“We’ve worked with musicians, artists and labels for years,” says Seánna Holland, Business Development Director at Music Smart. “The part we love most is supporting those early in their journey, the ones releasing music for the first time, who don’t even realise companies like us exist to help them.”
Sponsoring Godiva Calling wasn’t about visibility for The Pack Smart Group; it was about making a tangible impact. Traditionally, winners of the competition would perform on a small festival stage and fade from the spotlight. But this year, with The Pack Smart Group’s support, the nine category winners experienced something far bigger:
- A Main Stage slot at Godiva Festival
- A Live Lounge performance filmed and photographed at Pack Smart Group HQ
- A studio package including recording, mixing and mastering
- CD production and distribution handled by Music Smart
This hands-on sponsorship transformed the competition into a launchpad.
“We wanted to give these artists a legacy not just a moment,” adds Seánna. “Seeing the confidence of the performers grow, especially from Live Lounge nerves to Main Stage triumphs, was inspiring. One act looked like they were playing a set in Ibiza. They owned it.”
One winner, Charlie Ward, described stepping onto the main stage as “a proper moment”, the kind of artist-defining moment that rarely comes without label backing or a major break.
The Pack Smart Group’s involvement went far beyond the final performance. Seánna personally contacted over 100 entrants, offering support and guidance on topics like chart reporting, distribution and self-release, whether they needed services or just advice.
This commitment to social value was noticed by others, too. In a comment shared on LinkedIn, John Hunt from Coventry City Council wrote:
"Great to see a sponsor that supports for a genuine reason of local people getting great opportunities to benefit themselves. People talk social value, but great that Pack Smart, Music Smart, and Sport Smart help deliver what I call genuine community impact. Well played."
For The Pack Smart Group CEO Nick Walker, this sponsorship aligned with a bigger mission:
“We’re proud to be a Coventry business. The city has given us so much, from staff to partnerships to community. Godiva Calling was our way of giving back and investing in the next generation of artists. Who knows? One of them could be the next big thing.”
From behind-the-scenes logistics to centre-stage moments, this year’s Godiva Calling was a testament to what’s possible when local businesses champion local talent – not just with funding, but with heart, expertise, and belief. And for The Pack Smart Group, this is only the beginning.
