The Music Venue Trust (MVT), a UK charity representing grassroots music venues (GMVs), has partnered with live music advocacy group Save Our Scene (SOS) to launch the Liveline Fund. This initiative aims to safeguard the future of the UK’s grassroots music ecosystem by supporting independent venues, artists, and promoters.
Coldplay Leads the Charge
The partnership’s first major initiative came with Coldplay’s September announcement that 10% of their proceeds from their upcoming Wembley and Hull stadium shows will go to MVT for the Liveline Fund. Contributions from the shows’ promoters (SJM Concerts, Metropolis Music, and Live Nation), booking agent (WME), venues (Wembley Stadium and Hull Craven Park), and ticket agents (Ticketmaster, See Tickets, and AXS) will further bolster the fund. Every donation is aimed at delivering maximum impact for grassroots music.
Open Funding Applications
Alongside curated investments in infrastructure, events, and tours, the Liveline Fund will feature an open application process managed by MVT, allowing grassroots venues, artists, and promoters to apply for financial support.
Kickers Joins the Cause
Kickers, a UK brand with a rich history in music, has become the first commercial partner to contribute. Their donation follows the launch of their Stomping Grounds campaign in partnership with SOS, reinforcing their commitment to preserving grassroots music venues.
Save Our Scene’s Role
SOS, founded by George Fleming during the COVID-19 lockdown, has been pivotal in advocating for UK live music. Acting as a voice for fans, SOS raises funds, coordinates events, and ensures that the fan community plays a central role in shaping the future of independent live music.
George Fleming expressed his enthusiasm for the partnership:
"The goal of Liveline is to affirm the independent live music ecosystem and ensure the future viability of our sector. A thriving music industry relies on grassroots talent, and collaborative action is crucial to amplifying the fund’s impact. We’re excited to work with MVT to ensure donations are distributed transparently and benefit the entire ecosystem, including fans."
MVT’s Vision
Mark Davyd, CEO of MVT, highlighted the importance of this collaboration:
"Working with Save Our Scene has been inspiring. They bring direct access to the fan community, which has been missing in many discussions. Together, we’re taking a vital step toward putting fans and their experiences at the heart of the conversation."
A Platform for Generosity
The Liveline Fund, already supported by Coldplay, Sam Fender, Katy Perry, and Kickers, offers a straightforward platform for companies, organizations, and artists to contribute. It promises to be a cornerstone in ensuring the sustainability of the UK grassroots music scene.
