SPOTLIGHT ON THE LIVELINE FUND, SUPPORTING THE GRASSROOTS MUSIC SCENE

In the aftermath of the budget in October last year, independent live music venues across the UK were abruptly confronted with the harsh realities of economic strain. The implications of the budget were devastating, bringing into question the future of these vital cultural establishments. However, from this uncertainty arose a lifeline in the shape of the Liveline Fund, a collaborative venture between Music Venue Trust (MVT) and Save Our Scene (SOS). The stakes are high, and it’s a last-ditch battle for many venues and organisations.

“Sadly, continual explosive shifts in the industry and beyond are still threatening to crush the little guy. Still, these organisations and fans persist defiantly.”

Against a backdrop of dramatic decay, the Liveline Fund has emerged as a powerful force unexpected, perhaps, but undeniably pivotal. Supporting these live music champions is crucial, follow them, go to their gigs, and spread the word. Will you stand by idly, or will you join the chorus of change by spreading awareness? The choice is yours.

The Liveline Fund is set to benefit the independent music sector by ensuring the long-term viability of the UK Grassroots Music ecosystem. The first project of this new partnership was a significant announcement from Coldplay: the band donated 10% of their profits from Wembley and Hull stadium shows to MVT in aid of the Liveline Fund. This donation went towards MVT’s vital work with the UK’s grassroots venues, artists, and promoters.

Also contributing to the fund will be donations from the promoters of the concerts (SJM Concerts, Metropolis Music, and Live Nation), the booking agent of the band (WME), the venues (Wembley Stadium and Hull Craven Park), and the official ticket agents (Ticketmaster, See Tickets, and AXS), with every penny going towards the grassroots level. Sam Fender and Katy Perry have also made contributions.

UK clothing and footwear brand Kickers, which has deep roots in the UK’s musical heritage, is the first brand to contribute to the Liveline Fund. The contribution follows Kickers launching their ‘Stomping Grounds’ campaign in partnership with SOS, which further solidified their commitment to grassroots music venues.

Save Our Scene, established by George Fleming in lockdown during COVID-19, campaigns for the protection of UK live music and is the authentic voice of the fans. SOS organises events, coordinates activism, and is a driving force in the independent live music sector, ensuring that fan community views are heard and at the center of shaping the future.

Save Our Scene CEO George Fleming said he was proud to be working with MVT after being introduced to Coldplay last year. Fleming stated that Liveline aims to validate the independent live music ecosystem and secure its future sustainability. Fleming pointed out the need for collective effort to make as much money as possible from the fund and allocate proceeds openly, to the benefit of the whole grassroots ecosystem, fans included.

MVT CEO Mark Davyd welcomed the partnership with SOS as an uplifting collaboration with like-minded people who are also dedicated to protecting the grassroots music sector. Davyd stated that Save Our Scene’s immediate link with the fanbase is precious in ensuring fans and their experiences remain at the forefront of the debate.

The Liveline Fund, already bolstered by the incredible kindness of Coldplay, Sam Fender, Katy Perry, and Kickers, makes it simple for other companies, organisations, and artists to give and be part of the future of UK grassroots music.

The music scene’s fate literally hangs in the balance. It’s not just a narrative. It’s reality. In the end, only those willing to act can truly claim the title of saviours so please be part of the resonance or watch as our beloved music scene fade into silence.

Keep an eye out for more news and be a part of supporting the grassroots music sector.