The BIG Sing

What The BIG Sing does

The BIG Sing is a UK community choir organisation operated by From the Heart Productions Ltd, a private limited company registered in England and Wales (Company No. 07067029), with its registered office in Long Lawford, Rugby. Founded in 2011 and employing approximately 10 staff, it runs open-access community choirs across Essex, Kent, London, the Midlands and Suffolk for participants aged 12 to 120, alongside specialised programmes including TINY Sing (ages 0-4), Gospel Choirs, Elevate Choirs for people with disabilities and neurological conditions, SOUL Daytime Choirs, Schools Programs, Church Resources, and Corporate Singing workshops. Its charitable arm SOUL (Singing, Outreach, Unity & Love) is administered by the Imagine the Day Charitable Trust and has raised over £330,000 since 2017, delivering more than 200 projects that have reached over 17,000 vulnerable children and adults.

The core product is the in-person community choir experience, with a pay-as-you-go rehearsal model offering a free first session, supplemented by monthly direct-debit rehearsal passes and three online rehearsals per month. There is no proprietary technology platform: bookings are processed through TicketTailor, practice tracks are distributed via Dropbox, and member communication runs through WhatsApp groups. Differentiation rests on original song arrangements by Co-Founder Howard Francis, expert tutors, performance opportunities at festivals (GuilFest, Love Rugby Festival) and venues such as Chester Cathedral and Union Chapel, and national media exposure including a Britain's Got Talent appearance and a BBC One 'Stacey & Joe' feature.

The business model combines individual rehearsal fees (pay-as-you-go and subscription), merchandise sales (37 SKUs priced £12-£54), corporate workshop revenue (clients include Discovery Communications Europe Ltd and Iceland Foods), sales of school music resources authored by Howard Francis, and charitable donations via Crowdfunder, TotalGiving, NowDonate and the Essex Lottery. The SOUL charity's 2025 Crowdfunder campaign targets £50,000, institutionalising donations as a financial pillar. The model is a community-led, event-driven, direct-to-consumer live services business with no disclosed external equity funding.

Name

The BIG Sing

Legal name

From the Heart Productions Ltd

Website

https://big-sing.com

Company type

Private

Operating status

Operating

Headcount range

1–10 employees

Short description

The BIG Sing, operated by From the Heart Productions Ltd, is a UK community choir organisation running open-access choirs across five regions for participants aged 0-120, plus corporate workshops, schools programmes, and the SOUL charity serving vulnerable groups.

Ownership category

akta.pro rank

Product category

Community Choir Services

NAICS

Musical Groups and Artists (711130), Other Individual and Family Services (624190), Child and Youth Services (624110)

akta.pro primary industry

Group Music Classes & Ensembles (Band, Orchestra, Choir) (EDAMANAC)

akta.pro secondary industries

Early Childhood Music Education (Ages 0–7) (EDAMANAD), Music Therapy (Educational/Developmental Programs) (EDAMANAK)

Keywords

• Community choir services
• Group singing workshops
• Corporate team building
• Music education resources
• Charity singing outreach

Headquarters

HQ city

Long Lawford, Rugby

HQ country

United Kingdom

HQ region

Europe

Offices4 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D, Others

Revenue model

1. Rehearsal Attendance Fees: Pay-as-you-go system for individual rehearsal attendance. Monthly direct debit rehearsal passes available for unlimited weekly bookings plus 3 online rehearsals monthly. Primary revenue stream for community choirs.
2. Merchandise Sales: Online shop selling branded clothing (T-shirts, hoodies, fleeces), accessories (beanies, caps, scarves, bags), and performance uniforms. 37 products available. Items collected from local choir.
3. Corporate Singing Workshops: Team building workshops, office choirs, motivational days for corporate clients. Tutors work with UK top artists. Tailored packages for companies.
4. Music Resources: Sale of school music resources including The BIG Sing Online School Songs and School Resources Volume One by Howard Francis.
5. Charitable Donations: SOUL charity accepts donations via Crowdfunder, TotalGiving, NowDonate. Essex Lottery partnership. 2025 goal: raise £50,000 through Crowdfunding campaign.

Pricing tiers

Go-to-market motion3 records

Distribution channels4 records

Marketing channels8 records

Core offering

The BIG Sing operates a network of open-access community choirs across the UK (Essex, Kent, London, the Midlands, Suffolk) singing pop, soul, gospel, RnB, motown and inspirational songs, with no auditions and a pay-as-you-go model (first session free). Beyond the core community choirs, it delivers specialist programmes for babies/toddlers (TINY Sing), people with disabilities (Elevate Choirs), corporate clients, schools and churches, and runs a registered charity (SOUL) providing free singing workshops to vulnerable groups.

Product overview

The BIG Sing is a community choir organization offering a portfolio of choir services across Essex, Kent, London, The Midlands, and Suffolk. The core offerings include Community Choirs (open to all ages 12-120), TINY Sing (babies and toddlers 0-4), Gospel Choirs, SOUL Daytime Choirs (free community choirs), and Elevate Choirs (for people with disabilities). Additional services include Corporate Singing team-building, Schools programs, and Church Resources. The SOUL Charity extends their mission to vulnerable groups, having raised over £330K since 2017. The organization also sells Music Resources and merchandise through their online Shop, and has released recordings including the 'I CELEBRATE YOU' EP. The organization operates on a pay-as-you-go model with first sessions free, no auditions required.

Differentiator

Problem solved

Functional benefit

Brands

• SOUL (Singing, Outreach, Unity & Love): Charity arm of The BIG Sing that provides uplifting, inspirational and motivational singing workshops accessible to vulnerable groups of children and adults. SOUL stands for Singing, Outreach, Unity and Love.

Products and services

• Community Choirs Open community choirs for all ages (12-120 years) singing pop, soul, gospel, R&B, motown and inspirational songs. No auditions required, pay-as-you-go with the first session free. Operates in Essex, Kent, London, the Midlands and Suffolk.
• TINY Sing Weekly singing classes for babies and toddlers aged 0-4 years featuring puppets, dancing, musical instruments, bubbles and group singing activities with parental involvement.
• Gospel Choirs Monthly dedicated gospel choir groups teaching uplifting gospel songs led by genuine gospel tutors in Essex and Kent.
• SOUL Daytime Choirs Free daytime choirs for people who cannot attend evening sessions, offering opportunities to learn uplifting songs, connect with community, and form friendships to alleviate social isolation.
• Elevate Choirs Specialized choirs for individuals living with disabilities, neurological conditions and health challenges including learning difficulties, stroke recovery and Parkinson's, tailored to meet unique participant needs.
• Corporate Singing Workshops Team building workshops, office choirs, motivational days and workplace unity activities for companies, delivered by expert tutors with experience working with top UK artists.
• Schools Programme Uplifting music resources, workshops and online content for school children, including performance opportunities alongside The BIG Sing community choirs.
• Church Resources Package Six-week rehearsal package enabling churches to start their own BIG Sing choir for community outreach, with resources and training provided.
• SOUL Charity Programme Charitable programme providing free singing workshops to vulnerable children and adults in schools, pre-schools, hospitals, care homes and disability groups, having raised over £330,000 and delivered 200+ projects benefiting 17,000+ people since 2017.
• Music Resources Online school songs, music resources and the TINY Sing Album available for purchase, written by Co-Founder Howard Francis.
• BIG Sing Shop (Merchandise) Online merchandise store selling choir uniforms, apparel and accessories including T-shirts, fleeces, hoodies, bags, caps, scarves and beanies (37 products available), with collection from local choirs approximately 2 weeks after order.
• I CELEBRATE YOU EP Original music EP recording released by The BIG Sing community choir, available for purchase and streaming.

Quantifiable outcome

• Over £330,000 raised for community singing projects since 2017
• +3 more outcomes

Named customers4 records

Segments8 records

Ideal customer profiles6 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Partnerships

Seven partnerships are on record, tiered core and minor.

• Imagine the Day Charitable Trust (ITD)coreStrategic or Co-development Partner · 1 January 2008Imagine the Day Charitable Trust administers SOUL charity (Singing, Outreach, Unity & Love), the community outreach arm of The BIG Sing. Registered Charity: 1100673. Provides governance, safeguarding policies, and operational support for charity programs serving vulnerable groups.
• SOUL Charity (Singing, Outreach, Unity & Love)coreStrategic or Co-development PartnerSOUL is the charitable extension of The BIG Sing, raising funds to provide FREE singing workshops for vulnerable children and adults. Has raised over £330K since 2017, delivered 200+ projects, benefiting 17,000+ people. Target: £50,000 in 2025 Crowdfunding campaign.
• Discovery Communications Europe LtdcoreOthersCorporate client where The BIG Sing leads weekly choirs and provides performance opportunities for employees. Video documentary of their workplace choir program demonstrates B2B service offering.
• Thirtyone:eight (formerly CCPAS)minorOthersIndependent Christian safeguarding charity providing help, advice and support for safeguarding procedures. Their advised procedures are followed for all safeguarding matters.
• Give as You LiveminorOthersFundraising partner platform allowing supporters to raise money for SOUL charity through everyday online shopping at retailers, booking trips, or insurance - at no extra cost to the shopper.
• Essex LotteryminorOthersWeekly lottery partnership where 50p per £1 ticket goes to SOUL when supporters choose the charity. Part of local cause marketing to support Essex community projects.
• CrowdfunderminorOthersCrowdfunding platform hosting SOUL's 2025 campaign to raise £50,000 for continuing established projects and funding new initiatives. Allows supporters to create personal fundraisers linked to campaign.

Scale indicators7 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Rock Choir: The UK's largest adult contemporary community choir network with hundreds of local choirs and a similar pay-as-you-go/no-audition model. Operates on a comparable scale with regional groups and brand-led acquisition.
• Singology: UK-based community choir network running pop, soul, gospel and RnB ensemble rehearsals with multiple regional groups — directly comparable repertoire and target audience.
• The Choir: No Name: Charity choir network running free community singing groups for vulnerable and homeless adults — directly comparable social-impact/charity operating model to SOUL.
• Gareth Malone's choirs: TV choirmaster (BBC's The Choir) who runs community choirs and music initiatives that overlap with The BIG Sing's weekly community choir and schools segments.

Broad incumbents

• National Youth Choir of Great Britain: Nationally recognised youth choir organisation offering structured choir training and performances — adjacent in category but with a more selective/auditioned model versus BIG Sing's open-access approach.
• Stagecoach Performing Arts: Established UK performing arts education provider offering weekly classes for children including singing, dance and drama — adjacent offering with similar youth/parent target customer.
• Young Voices: Large-scale school choir events provider that organizes massed choir concerts for primary schools — overlaps with The BIG Sing's Schools Program and event-driven performance model.

Emerging players

• Music Mayhem: UK music education provider running workshops, after-school clubs, and community singing sessions — emerging player with overlap in schools and community music programming.
• Sing Sharp: Smaller UK community choir operator running pop and contemporary ensemble rehearsals — emerging player with partial overlap in repertoire and target audience.

Others

• Apollo Music: UK music education and outreach charity providing singing and music workshops to schools and community groups — an adjacent enabling/ecosystem peer in the music outreach space.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/@thebigsinguk
• Facebookfacebook.com/theBIGsing
• Instagraminstagram.com/thebigsing
• TikToktiktok.com/@thebigsing
• LinkedInlinkedin.com/company/the-big-sing

Revenue estimate

Valuation estimate

Number of profiles

Profiles5 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about The BIG Sing