ASM Global is deepening its commitment to grassroots music venues across the UK.
- The collaboration with Music Venue Trust (MVT) focuses on raising funds and awareness.
- ASM Global’s initiatives include health, safety, and marketing support for venues.
- Venue and stage furniture donations strengthen local independent music scenes.
- The partnership highlights the significance of grassroots venues in the UK’s music ecosystem.
ASM Global, a leading operator of major UK arenas such as AO Arena and Utilita Arena Newcastle, is enhancing its partnership with the Music Venue Trust (MVT). This alliance is devoted to supporting grassroots music venues, crucial to nurturing emerging talent and sustaining the UK’s live music scene.
Beginning in December, ASM Global will collaborate closely with MVT to generate awareness and essential funding. The goal is to protect and uphold the future of grassroots music venues, which are key to the country’s vibrant live music network, supporting artists from their initial performances to large-scale arena events.
ASM Global’s commitment, initially declared in 2023, encompasses extensive support measures. These include offering free training in health and safety, mental health and well-being, and marketing for grassroots venues. Additionally, they provide marketing support via digital channels and in-venue advertising at ASM’s arenas and concert halls.
Furthering their support, ASM Global has initiated donations of venue and stage equipment. Notably, OVO Arena Wembley contributed over 100 items to local independent venues in the autumn. This practical support bolsters the infrastructure and capacity of smaller venues to host live events effectively.
The company also commenced the first arena donation campaign for MVT. This initiative began with a partnership with Enter Shikari at OVO Arena Wembley to both raise funds and match customer donations. In line with Katy Perry’s upcoming UK tour, AO Arena will allocate £1 from each ticket sale to MVT, providing an ongoing funding stream for the trust.
This partnership between ASM Global and MVT highlights the essential role grassroots venues play in developing future music industry leaders. ASM Global’s president, Chris Bray, underscored the interconnectedness of the music industry, where grassroots venues serve as foundational spaces. “Our industry starts with the grassroots,” said Bray. “These venues lay the foundation for artists to perform, and the industry to continue thriving.”
Mark Davyd, CEO of Music Venue Trust, commended ASM Global’s supportive response during challenging times for grassroots venues post-pandemic. He recognised them as true music fans running large venues who understand the grassroots scene. “A strong grassroots sector is vital for the future of the live music industry,” Davyd remarked.
Music Venue Trust, since its foundation in 2014, has diligently worked to secure and enhance the UK’s grassroots music venues. Iconic sites like Hull Adelphi and The 100 Club offer significant opportunities for budding artists to hone their skills and engage with audiences. This collaboration with ASM Global fortifies MVT’s mission to amplify the voices and roles of grassroots venues in the UK’s music culture.
Through this partnership, ASM Global and the Music Venue Trust are set to ensure the survival and flourishing of grassroots music venues across the UK.
