Felix
Coulton

Can you tell me about your business?

I started Swing Dash in 2022 in a small industrial space in Nottingham’s Creative Quarter. Initially, I focused on music production – but I soon realised there was a big demand for rentable DJ rooms.

With permission, I began to share CCTV footage from DJ sessions on Instagram to raise awareness of the rooms in the music community. I found this was the most natural way to share videos of the DJ’s performance, as they didn’t need to face a camera or think about being filmed.

About a year into Swing Dash, I began to focus on live streaming, and after successfully running live streams for charity and an International Women’s Day event, I decided to develop a self-service live-streaming system – which is how the studio operates now.

This led to the creation of Swing Dash Radio, where DJs can host their own monthly shows without the need for a producer. I then had the idea to create a social radio platform, so DJs can self-service broadcast from our studios to share their performances in one place, on a dedicated online community platform.

Now, Swing Dash offers a innovative and accessible way for people to enjoy and support dance music culture. It’s an alternative space for dance music, that allows artists to promote their music, build their skills, and engage with the community outside of traditional nightclub settings.

What led you to apply for the Create Growth N2 programme?

I wanted to help Swing Dash expand. While it’s important the space remains affordable for DJs and the community, financial constraints had limited its growth. I have big plans for Swing Dash, I want to make waves in the UK dance music community, support it and help it to grow – and I knew I needed some guidance to make that happen.

What are the aspirations for your business?

My main aspiration for Swing Dash is to make a meaningful impact on the UK dance music scene. The industry is facing challenges, with a record number of venues shutting down since COVID, so there is a need to support DJs and small event promoters.

The 10-year goal for Swing Dash is to establish a network of studios across the UK, connecting in-person dance music communities with online audiences, bridging the gap between social media and real-world interactions. The ultimate aim is to create a UK-wide live-streaming ecosystem and social radio that benefits the dance music scene, with hopes of expanding into Europe in the future.

What kind of support did you receive from Create Growth N2?

The workshops covered essential topics like business structuring, legal protection, revenue streams, and how to secure investment – offering fresh insights I hadn't previously considered. Through the programme, I learnt about Innovate UK funding where the team at Nottingham Business school helped me to secure £28,000 of Innovate UK funding through the Create Growth Round 3 competition - which was crucial in allowing Swing Dash to develop further, particularly in building a scalable social radio platform for multiple studios across the UK.

I also received one-to-one support, which was incredibly helpful. The experts were patient, explained the support available to me, and always made time to follow-up and answer questions, even after workshops.

Beyond this, the ongoing support from the team at Nottingham Trent University made the transition from sole trader to business owner less daunting. Their encouragement, guidance, and access to new opportunities have been crucial.

The Create Growth programme changed my life, my business and Swing Dash – and I know that the benefit will be passed on to the creative community and Nottingham.

What are some business challenges you’ve faced?

Even though I have a small team, as a business owner, I still take on a large share of responsibilities, which limits my ability to execute new ideas and strategies. Because of this, balancing daily operations with long-term planning, such as legal structuring and funding applications, has been difficult.

With continued support and investment, the team can expand, and more day-to-day responsibilities can be delegated – so I can focus on long-term planning to create a stronger foundation for Swing Dash’s growth.

Has your business vision changed since Create Growth N2?

Before, the focus was on the immediate challenge of keeping Swing Dash afloat, balancing affordability with financial sustainability. The programme opened my perspective to long-term growth, helping me to move beyond survival mode and think about scaling the business.

Swing Dash still operates as a micro-business with tight finances, but the funding we’ve received since the programme has allowed me to invest in long-term projects like the website. Now, I see the potential for Swing Dash to evolve from a small business into something much larger.

Would you recommend Create Growth N2 to others?

I absolutely recommend the programme to anyone looking to start or grow a creative or digital business – and I’d encourage any local aspiring business owners to seek support from Nottingham Trent University and other organisations, because that’s how I got started.

My advice to anyone considering taking part in Create Growth N2 is to set aside time for it, as the more effort you put in, the more value you gain. Treat it as an opportunity for your business and don’t be intimidated by the workshops or programme. Some of it may seem a bit complex at first, especially if you have no formal business qualifications, but it’s designed to support your learning and growth.

Fully engage and embrace the process, take advantage of the collaborative support offered and see where it takes you.

Is there any advice that you would give to somebody thinking of starting a business?

Don’t hesitate to reach out and talk to other self-employed people in your industry, this massively helped me. Seek help from friends, build connections, and take advantage of available resources like Innovate UK, Arts Council England and The King's Trust.

Nottingham is an ideal place for start-ups because of its strong arts and culture scene, affordable costs, and supportive institutions like Nottingham Trent University. The city’s thriving independent business community makes it a great environment for creative businesses.

It’s empowering to be self-employed. Knowing that the work I do today impacts me, others around me and potentially the community is very fulfilling – so I’d encourage others to pursue their ideas and to do what they’re passionate about.