Introduction/ Background

Osian Powell Jones, who goes by the name Powsy, is a 19-year-old singer-songwriter from Wrexham, Wales. He first picked up the guitar at the age of seven, and from the end of primary school into the beginning of secondary school, he took regular guitar lessons. Music quickly became a constant in his life, shaping how he expressed himself from a young age.

By Year 9, He began writing his own songs, experimenting with different styles and genres as he searched for his own sound. This early exploration allowed him to develop confidence as a songwriter. During this period, he also started performing more regularly, learning how songs translated from the bedroom to a live setting and discovering the power of connecting with an audience.

As he grew older, music became more than just a hobby, and although he had written songs in the past, his songwriting journey truly began during lockdown following the death of his father. Confronted with loss at such a young age, Osian turned to music as a way of processing grief and making sense of emotions that were otherwise difficult to express. During this period, his songwriting shifted from experimental to necessary, becoming a deep personal and honest outlet.

One of the songs to emerge from this time was “Dead Too Soon,” written from his father’s point of view during his struggles with mental health, leading up to his death by suicide. The song reflects Osian’s willingness to confront painful subjects head-on, using empathy and perspective to tell a story that is both raw and emotionally powerful. Rather than shying away from the reality of loss, he channels it into his writing, creating songs that resonate with listeners who have experienced similar struggles.

While in high school, Powsy formed his first band called Cataylst. This led him into the local pub circuit, where he honed his craft on stage and built confidence performing. He then went on to perform at Wrexham’s Larger Festival in consecutive years, further cementing his presence in the Welsh music scene. He then released two original tracks with Catalyst, recorded at The Windmill in Oswestry. 

He later moved into higher education at LIPA Sixth Form College, where he had many opportunities to perform in venues such as The Cavern Club and Rough Trade. These helped him to improve his stage presence as well as his songwriting abilities from working alongside like-minded musicians. Towards his second year in LIPA sixth form college, Osian formed a new band called Rioja. This band included his 3 friends: Sonny, Seth and Harrison. Their first performance as a band was supporting ‘Hollowbody’ in Rough Trade, which then introduced them to promoters around Liverpool and with my help, they were able to secure gigs in venues such as The Jacaranda, Shipping Forecast and even a headline gig in Kazmire Stockrooms. During this time, Osian also released his first two solo tracks on SoundCloud, which were written, recorded, mixed, and mastered by himself in his bedroom. 

In the summer of 2025, Osian played in front of a crowd of over 800 people at the Wrexham Racecourse Ground, supporting The Royston Club, which helped him gain a larger following and recognition as a rising artist in his local scene.

Style

His style as an artist is rooted in intimacy and authenticity, drawing heavily from the spirit of 90s Britpop while staying true to his Welsh identity. Inspired by bands like Oasis, his sound blends melodic, acoustic-driven songwriting with anthemic choruses that feel just as powerful in a small room as they do on a larger stage. His performances thrive in intimate gig settings, where raw vocals, honest lyrics, and stripped-back arrangements create a close connection with the audience. There’s a nostalgic warmth to his music, echoing the attitude and confidence of classic Britpop, but it’s grounded in personal storytelling, shaped by acoustic foundations and a genuine, down-to-earth presence that reflects both his roots and his influences.

Market Apeal

Powsy’s market appeal is strongest among British males aged 16–25, particularly those from working-class backgrounds who resonate with music that feels honest, relatable, and rooted in real experience. His songwriting reflects everyday emotions, personal loss, and youthful ambition, themes that connect deeply with listeners in similar age ranges. Rather than presenting a polished or distant image, Osian’s authenticity and openness make him approachable, allowing audiences to see themselves reflected in both his lyrics and his journey.

As a Welsh artist, Osian carries a strong regional identity that adds to his appeal within the UK music landscape. His connection to local venues, pub circuits, and community-driven festivals strengthens his credibility, particularly among young listeners who value artists that represent where they come from rather than chasing manufactured trends.

Musically, Osian’s blend of 90s Britpop influence and acoustic-led songwriting aligns closely with the current revival of guitar music among young British audiences. Indie rock and alternative scenes continue to dominate youth culture, especially among male listeners drawn to anthemic choruses and emotionally charged lyrics. This positions Osian as an artist who fits naturally into modern playlists, intimate gig circuits, and emerging festival line-ups, while maintaining a sound and identity that feels timeless, grounded, and culturally relevant.

Developing Powsy as an Artist

recording, producing and releasing plan for “dead too soon”

“Dead Too Soon” will be treated as a priority release due to its emotional significance and strong connection to Osian’s personal narrative. The recording process should aim to capture the raw honesty of the song, beginning with an acoustic-led Demo that highlights vocal vulnerability and lyrical impact. Production decisions will remain minimal. The release will be supported by accompanying visual content, such as a stripped-back live video or a behind-the-scenes insight into the production and songwriting process, to better engage the audience and contextualise the song’s meaning.

Selecting Producers, Studios, or Home-Recording Approaches

Decisions around production will balance quality, affordability, and creative control. Powsy will explore a combination of studio sessions and home-recording setups, depending on the needs of the track. Working with producers who understand acoustic-led and indie-inspired music will be prioritised, while home recording will continue to be used for demos and experimentation. 

Pre-Release Development and Preparation

In the weeks leading up to release, all creative and technical assets will be finalised. Short audio snippets should be prepared in advance to allow for consistent teasing across platforms without overusing the same clip.

Artwork plays a critical role in shaping first impressions. The single cover should visually communicate the emotional weight of the song, using symbolism or minimalism rather than literal imagery. Alternate versions of the artwork should be created for different social media platforms to maintain visual consistency throughout the lead-up.

At the same time, Osian should clearly articulate the story behind Dead Too Soon. This includes why the song was written, what inspired it, and what emotions or reflections it is meant to evoke. 

Teasing the single

The marketing campaign should begin with a slow-build teaser phase that prioritises emotional connection over hype. Early content should focus on intimacy, with Powsy talking directly to the camera about the meaning of the song, subtle studio clips, or visual posts that reveal lyrics line by line. These moments invite listeners into the world of the song rather than simply telling them to stream it.

Pre-save links should be shared consistently but naturally, always tied back to the story of the song. Fans should be encouraged to engage by sharing what the lyrics mean to them or by reflecting on similar emotions in their own lives. 

Engagement Build-Up and Countdown

As release day approaches, the content frequency should increase, but the tone should remain grounded. Countdown posts, short-form videos and reflective captions help build anticipation without feeling forced. Audience engagement is crucial during this stage. Powsy should actively reply to comments, repost fan content, and acknowledge listeners. This builds trust and makes early supporters feel like part of the journey.

Release Week 

On release day, Dead Too Soon should go live across all platforms simultaneously. Social Media posts should be pinned and focused more on gratitude and meaning. A lyric video or visualiser on YouTube provides an additional entry point for listeners who connect visually.

Press outreach should run alongside the release, targeting independent blogs and local radio. Rather than pushing for reviews. Powsy can be pitched for short interviews, live sessions, or clips on TikTok or Instagram that expand his story and personality beyond the song itself.

Post-Release

After release week, the focus shifts to sustaining attention. Content should evolve week by week, starting with fan reactions and first-listen responses, then moving into deeper explorations of specific lyrics, stripped-back versions, or live performances. This keeps the song alive in different formats. Encouraging fans to add the track to personal playlists, share screenshots, and listen repeatedly helps strengthen algorithmic performance.

Evaluation of effectiveness 

A major strength of this plan is its flexible approach to production. By combining professional studio sessions with home recording, Powsy can maintain creative independence. This approach allows each track to be produced according to its individual needs, keeping costs manageable while still achieving a polished outcome. Using home recording for demos and experimentation also helps preserve the raw, authentic qualities. The teasing strategy is particularly well thought out. By prioritising intimacy and storytelling over hype, the plan aligns naturally with Powsy’s songwriting style and audience expectations. Content such as lyric reveals and behind-the-scenes footage invites listeners into his creative process, effectively helping the release. As the release approaches, the gradual increase in content and engagement helps naturally build anticipation. 

Finally, the post-release phase helps extend the song’s lifespan. Gradually shifting content toward fan reactions, lyrical insights, stripped-back versions, and live performances all help encourage fans to keep streaming the song.

Social media presence and following

Defining Artistic Identity and Brand

Powsy’s artist development should focus on strengthening his artistic identity, clarifying his brand, and building a consistent platform that audiences can easily connect with. This starts with clearly defining his sound, image, and message. Powsy should identify what makes him unique. This could be his lyrical themes, vocal tone, visual aesthetic, or personality. Ensuring that these elements are reflected across all music releases, visuals, and public appearances. 

Live Performance and Fan Engagement

Live performance and fan engagement are essential to Powsy’s development. Whether through small shows, open mics, pop-up performances, or live-streamed sessions, performing regularly. Powsy should treat fans as part of his journey by sharing behind-the-scenes moments, creative struggles, and milestones. This transparency builds loyalty and makes his audience feel invested in his growth as an artist.

 Social Media Consistency and Authenticity

To improve Powsy’s social media presence, he should focus on consistency, authenticity, and platform-specific content. Posting regularly keeps his profile active and visible within platform algorithms. Short-form video content should be a priority, especially on platforms like Instagram Reels, TikTok, and YouTube Shorts. These videos can include music snippets, studio sessions, freestyles, performance clips, and lifestyle content that shows his personality beyond his music.

Creating Value-Driven Content

Instead of only announcing releases, he can tell stories about the songs, explain lyrics, react to fan comments, or share moments from his daily life. Engaging directly with followers by replying to comments, reposting fan content, and asking questions encourages fans to interact. Consistent visual aesthetics, such as similar colour palettes, fonts, and video styles, will also make his pages more visually recognisable.

Networking, Collaborations, and Growth

Growing Powsy’s following will require strategic networking and collaborations. Partnering with other artists, content creators, dancers, or influencers can expose his music to new audiences. Participating in trends in a way that aligns with his brand, using relevant hashtags, and posting at optimal times will further increase discoverability. Over time, combining strong music, authentic storytelling, and consistent engagement will help Powsy build a loyal fanbase and a sustainable online presence.

Evaluation of effectiveness 

By identifying what makes Powsy unique and ensuring his sound, visuals, and messaging are aligned across all platforms, this plan helps create a recognisable artist image. This clarity makes it easier for audiences to understand who he is and what he represents. The emphasis on live performance and fan engagement is important for the plan’s effectiveness. Regular performances, whether in physical spaces or online, allow him to develop a stronger bond with his audience. Treating fans as part of his journey through transparency. This kind of content helps build loyalty and emotional investment, which is essential to grow his following. Prioritising short-form video content increases visibility and discoverability, while platform-specific posting ensures content feels natural rather than forced. By showing his personality alongside his music, Powsy can build a more relatable and human presence online. Finally, the inclusion of networking and collaborations will ensure expansion beyond his existing audience. 

Anne and Pint-sized are two songs that Osian released on Soundcloud as part of his experimental project. He explores different genres and sounds while writing, recording, mixing, and mastering everything himself in Logic from his bedroom. This DIY approach gives the songs a raw, unpolished feel. Rather than chasing a single style, Powsy uses this project as a testing ground, blending indie, lo-fi, and alternative influences in a way that feels personal and unforced.

Together, these two tracks put a strong spotlight on his songwriting ability. 

Musically, they show how he can do more with less: subtle guitar parts, restrained rhythm sections, and carefully placed harmonies are used to shape mood and dynamics instead of relying on complexity or volume. Lyrically, Anne and Pint-sized feel intimate and reflective, reinforcing the sense that these songs are written from a genuine place rather than for effect. Together, the tracks demonstrate that even within an experimental, bedroom-produced setup, Powsy’s core strength lies in songwriting, crafting songs that connect through feeling, melody, and careful attention to detail.

What makes the song ‘pint-sized’ so compelling is how its layered guitar parts interact. Instead of one dominant riff or arpeggio, several guitar lines weave around each other, some with a clean tone and others gently muted, giving the track texture straight away. Supporting these guitars are simple MIDI drums that don’t overwhelm but perfectly serve the song. The programmed percussion gives the track a steady pulse, letting the guitars and harmonies be the main focus of the song. The harmonies are simple and not overly complex, but they sit beautifully in the mix: warm, complementary, and melodic. These vocal layers add an emotional dimension that makes the track feel intimate yet expansive at the same time. Beneath it all, there is a subtle bass part that doesn’t draw attention to itself but instead gently reinforces the song’s chordal movements, deepening the sound without detracting from the guitars or vocals. 

One of the first things that stands out in ‘Anne’ is the muted rhythm guitar that plays throughout the song. This gives the song a subtle groove that supports the vocals without overpowering them. This restraint also carries into the vocal arrangement. The lead vocals feel more isolated and exposed in the mix, which gives the lyrics time to resonate with the listener. That sense of vocal space makes the performance feel more honest and direct. Subtle harmonies can also be heard, complementing the melody without being overwhelming. These soft layers add a pleasant warmth that adds to the song without having too much going on. There is also a simple but catchy guitar riff that joins towards the middle of the song, which adds to the song, giving the listener something else to focus on.

Weaknesses 

1. Poor social media marketting 

2. Budget limitations

3. No long term vision 

4. Netwerking skills
5. Finding producers with the same niche

How they can be fixed 

1. By posting more regularly, Osian will be able to maintain visibility. His content will offer value rather than just promotion, such as storytelling and behind-the-scenes clips. Using platform-specific formats like short-form video increases reach, and actively responding to comments or messages helps build genuine relationships with the audience. 

2. Using free or low-cost platforms for promotion, such as social media and live-streaming, can help build a following. Collaborating with other artists, sharing resources, and performing at small or local events can also expand reach without major financial investment. 

3. Developing short-term goals will give Osian a clear direction, allowing him to stay focused, adapt strategically, and build momentum rather than progressing in a scattered or unfocused way.

4. Engaging with other artists online, attending local shows, collaborating on small projects, and supporting others’ work can help create relationships naturally. And over time, it can gradually strengthen an artist’s network and open doors to new opportunities.

5. By researching artists with a similar style, checking producer credits, and exploring platforms like Instagram and SoundCloud, it will be easier to find a producer in a similar genre/niche. Within Leeds Conservatoire, there are also lots of people studying production who could also help in this at a low cost.