Telly Awards partner Skwigly is an award-winning UK animation magazine covering industry news, interviews, festivals, film showcases, and educational resources.

What is the core mission of your company and the types of content you specialize in?

At Skwigly our mission is to bring people the latest, most up-to-date news and perspectives on all aspects of animation, from the big Hollywood features to independent shorts.

We specialize in a mix of content aimed at celebrating the animation industry: interviews with filmmakers, news coverage, podcasts, and online community that celebrates underrepresented voices in animation.

What’s your organization’s origin story and/or ethos, and how does it set you apart from industry competitors?

Skwigly’s roots go back to 2000, when the site first launched as an early attempt to create a British Animation World Network. After a brief hiatus and reinvention period, the site re-emerged in 2004 as a magazine aimed at anyone with an interest in animation; from students to professionals.

In 2005 Skwigly began a print run supported by volunteers, sponsors, advertisers, and backing from the Welsh Development Agency, with printing handled by a family-run press. Following this one-off print run, Skwigly became purely an online magazine.

Fast forward to 2012, and Skwigly entered its next chapter when founder David Smith sold the magazine to a new team: Steve Henderson and Ben Mitchell (who had already begun the Skwigly Podcast and were regular contributors), and Aaron Wood, an animation producer and web developer. Since then we have grown significantly, expanding our online presence, hosting screenings, quizzes, mentorship programs, publishing books, and finding new ways to support and celebrate the animation community.

What sets us apart is our continuity and our reach. Skwigly is the longest running, and currently the only, UK-based animation magazine and community. We give wide coverage to all areas of the UK animation industry, while also spotlighting European and international work. Over the years, we have built relationships with our audience, studios, festivals, and filmmakers. That sense of community is what really differentiates us from our competitors.What projects and/or initiatives are you most proud of and why?

We’re especially proud of Patrons Circle, our mini-grant program that allows projects that are already live on Seed&Spark with the potential to receive additional funding from our Patrons, like Mark Duplass, Jason Reitman, and more.

We’re also deeply proud of The Distribution Playbook, a groundbreaking resource and collaboration with Kinema that demystifies the distribution landscape for independent filmmakers and creators. The Playbook equips creators with actionable strategies to find their audiences, build lasting relationships, and maintain control of their work throughout the lifecycle of their projects.

What projects and/or initiatives are you most proud of and why?

There are a couple of things that we are especially proud of.

First, the Skwigly Podcast. Over 13 years, we have recorded more than 120 podcast episodes, and from it have sprung popular spin-off podcasts such as Intimate Animation, Visible in Visuals, Skwigly Film Club and Animation One‑To‑Ones; which brings us to over 250 podcast episodes. Through that platform, we have been fortunate enough to host many legendary guests, including Richard Williams, Joanna Quinn, Guillermo del Toro, Michaël Dudok de Wit, Bill Plympton, to name just a few. The conversations we have had have helped connect our audience of students and professionals with real insights into the industry.

Second, our most recent initiative, the UK/UA Animation Lab (in partnership with the LINOLEUM Festival, Ukraine). This exchange program offered mentoring, workshops, online lectures and the opportunity for UK and Ukrainian animators to collaborate, learn, and build new projects across borders. It was a great moment when we saw the fully developed pitches of three Ukrainian directors present their short film projects at the Manchester Animation Festival in front of a packed room. We were particularly proud of this because it reflects Skwigly’s commitment to supporting the animation community globally, not just as a magazine or news source.

What’s one part of the video, television, and/or film industry you would change and why?

We would love to see better distribution for independent animated shorts and features. There is so much incredible work being created by new talent exploring interesting themes, but most of it never gets the visibility it deserves outside of festivals.

Part of the problem is how animation is still marketed and positioned. It’s often treated as a niche or as “kids content” when animation is one of the most expressive and accessible art forms out there. It deserves the same space and recognition as independent live-action, especially when so many animated films are made for adult audiences or tackle complex, mature subjects.

How does your organization approach collaboration in your process, either with your membership, other creative teams, or your clients?

We have a wide network of writers and contributors, many of which come from the animation industry, and we are always encouraging new voices and emerging writers to get involved. It keeps the magazine fresh, inclusive and connected to current trends and topics.

We also collaborate closely with both UK and international festivals, and have built many long lasting partnerships over the years. From hosting and programming screenings, panels and the Skwigly animation quiz, to supporting festivals with coverage, animation festivals are a vital part of the animation community.

Beyond our editorial remit, a big part of what we do is centered around the animation community itself. We run mentorship schemes, spotlight mental health and promote diversity and inclusivity in animation. We also get involved in international collaborations that connect creators from different parts of the world and help strengthen the industry as a whole.

How can people join or learn more about what you do?

The easiest way to learn more is add our website skwigly.com to your favorites, where you will find our latest news, interviews, features and podcasts. We also send out a regular newsletter, which is a great way to stay informed about what is happening across the animation world.

You can also follow us on X, Facebook and Instagram to keep up with breaking news and community updates. If you prefer listening, subscribe to the Skwigly Podcast on your favorite podcast platform, and for exclusive video interviews and festival coverage, make sure to subscribe to our YouTube channel.

And finally, you can always come say hello in person – we attend many festivals throughout the year, so keep an eye out for us!

How do you balance artistic vision and business demands when creating content?

At Seed&Spark, we know artistic vision and business strategy don’t have to compete: they can strengthen each other. Our platform and educational programs are designed to help creators align their creative goals with audience engagement and revenue models that sustain their artistry. By emphasizing audience-building and data-informed decision-making early in the creative process, we help artists with the infrastructure to fund, produce, and distribute their work without compromising their creative integrity.