London is witnessing a significant expansion in the partnership between ASM Global and the Music Venues Trust (MVT). This move aims to provide enhanced support to grassroots music venues and scenes across the UK. Starting in December, ASM Global, a renowned venues and live entertainment giant, is set to strengthen its ties with the MVT through a series of new initiatives. These initiatives will play a crucial role in raising awareness and funds for the grassroots music scene, which serves as the breeding ground for future music stars.

Join the Effort to Save Grassroots Music Venues

New Initiatives to Support Grassroots Music

The new initiative by ASM Global will encourage music fans to gain a deeper understanding of the work done by the MVT for the independent and emerging music scene. It will also offer opportunities for fans to directly donate to the MVT, not only within the venues but also during the ticket onsale process. This direct support will have a significant impact on the sustainability of grassroots music venues.In the UK, ASM Global operates several large arenas, such as London's OVO Arena Wembley, the AO Arena in Manchester, Leeds' First Direct Arena, and the Utilita Arena in Newcastle. These venues play a vital role in hosting various music events and providing a platform for emerging artists.The two companies have a history of collaboration on multiple topics. They have worked together on training opportunities related to health and safety, mental health and wellbeing, and marketing. In 2023, Enter Shikari pledged £1 from every ticket sold on their UK arena tour to the MVT's Lifelife fund, with a show at the OVO Wembley. Next year, Katy Perry's Lifetimes tour will visit the AO Arena in Manchester, and £1 from each ticket will be donated to the MVT to be distributed among their members.This partnership is a crucial step in addressing the growing problem of venue and nightclub closure. In 2023, the MVT reported a decline in the number of grassroots music venues from 960 to 835, a decrease of 13%. This decline has resulted in the loss of as many as 30,000 shows and 4,000 jobs. The voluntary levy proposed by the British Government on all tickets sold for stadium and arena concerts is seen as a potential solution to support smaller venues. The Department for Culture, Media and Sport (DCMS) believes that this mechanism will enable a small portion of revenues from the biggest shows to be invested in the sustainable grassroots sector.Some artists have taken it upon themselves to lead the conversation. In September, Coldplay announced that they would donate 10% of all proceeds from their 10-night run at Wembley Stadium next August to the MVT and the grassroots scene. Tickets for Sam Fender's current tour at arenas in the UK and Ireland, including ASM's First Direct Arena in Leeds, also include a £1 donation to the MVT.Mark Davyd, CEO of the MVT, emphasized in September that their door is open to any artist or company interested in this cause. He believes that this should become the new normal and that companies should view it as an investment rather than a burden. By reinvesting in research and development, companies can ensure the future growth and sustainability of the grassroots music scene.This partnership between ASM Global and the MVT is a positive step towards safeguarding grassroots music venues and providing opportunities for emerging artists. It shows the industry's commitment to supporting the next generation of music talent and ensuring the continued vibrancy of the music scene.