One of the 'sponsored' artists spoke at the AGM and expressed disquiet that the society had taken a step into so called 'artist development'. Their take on this was that they would 'sponsor' already established acts at such events. The artist concerned called into question whether a) this was part of the society's remit and b) whether the society actually understood the term 'grass roots' which was part of the rationale offered by the Chief Officer.
The short answer to Howard's question seems to be - get established and then the society will take the 'risk'.