Amazon Music is continuing its support of the APAs from AudioUK, the industry’s annual awards program, by backing the Pay What You Can scheme for 2026, a financial assistance initiative designed to remove barriers for creators unable to afford standard entry fees.
The streaming service, which has supported the accessibility program for five consecutive years, joins Audible as a headline sponsor of the awards, now in their 16th year. The APAs, organized by AudioUK, the industry body representing the UK podcast and audio sector, will offer free or reduced-cost entries to eligible applicants through the scheme. Entry deadlines run through September 16, with standard fees ranging from £50 to £70 plus VAT depending on membership status and submission date. The awards ceremony is scheduled for November 26 at the BFI, London Southbank.
The 2026 edition represents the largest APAs yet, expanding to 30 categories from previous years, with six new awards debuting this year: the International Breakthrough Award, Executive Producer of the Year, Experimental Sound Design, Best Use of Video, and standalone categories for Non-Fiction Audiobook and Ensemble Cast. The awards span podcasts, audiobooks, audio drama, sound design, radio, presenting, and production excellence across genres including comedy, factual and documentary, audio drama, music, lifestyle, and more.
“We’re incredibly grateful to Amazon Music for continuing to support the Pay What You Can scheme,” said Chris Baughen, CEO of AudioUK. “At AudioUK, we’re committed to ensuring that financial circumstances never prevent great work from being recognised. By helping make the APAs more accessible, this partnership opens the door for more creators, producers and production companies to celebrate their achievements, raise their profile and progress their careers within the UK’s podcasting and audio industry.” Megan Bradshaw, Head of Spoken Word for Europe, Australia, New Zealand, and India at Amazon Music, added: “We’re proud to be collaborating with AudioUK for a fifth consecutive year, helping the next generation of audio creators gain the access, visibility and recognition they deserve.”
The Pay What You Can scheme, first introduced in 2021, has become central to AudioUK’s equity commitments within the podcast and audio production community. By subsidizing or waiving entry costs, the program enables independent producers, emerging talent, and smaller production companies to participate in an industry-wide recognition platform that might otherwise be financially inaccessible. For audio professionals and creators operating on limited budgets, the scheme removes a significant hurdle to gaining visibility and industry validation.
The expansion of award categories reflects growing diversity and specialization within the audio production sector. The introduction of the Executive Producer of the Year and Experimental Sound Design categories signals recognition of evolving production roles and artistic approaches. The new Best Use of Video category acknowledges the cross-platform nature of modern audio content, while the International Breakthrough Award expands the scope beyond UK-based work. Most categories permit entries from individual producers or collaborative teams, recognizing that modern audio production often involves multiple contributors whose work cannot be attributed to a single person.
AudioUK has secured sponsorship from Audible, Morley Radio, and The Podcast Show, with additional sponsors to be announced. Media partnerships include Eurowaves, Podcast Discovery, TinkMedia, MICMedia, Mercurypodcasts, Content is Queen, Pineapple Audio Production, Podnews, Podomedy, Sport Social Podcast Network, The Audio Academy, Disruptive Talent Group, and Earworm. Early bird entry pricing of £50 to £60 plus VAT is available through August 30, with standard rates of £65 to £70 plus VAT thereafter. Those seeking assistance through the Pay What You Can scheme should contact roshan.roberts@audiouk.org.uk, with limited spaces available. The shortlist announcement and ticket sales begin October 26.
The continued partnership between Amazon Music and AudioUK underscores broader industry recognition that accessibility and diversity in award recognition programs strengthen the sector. As the UK audio production industry continues to expand, support for emerging and underrepresented creators through scholarship-style entry programs has become a standard expectation among major platforms and industry organizations.
Source: Audiouk — Read the original article →
