Grassroots music in the UK has been given a monumental boost as the Music Venue Trust (MVT) and Save Our Scene (SOS) unveil the Liveline Fund—a groundbreaking initiative designed to safeguard the future of independent music venues and nurture the next generation of talent.
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This landmark partnership has already drawn support from some of music’s biggest names, including Coldplay, Sam Fender, and Katy Perry. The fund aims to provide direct financial assistance to grassroots music venues, artists, and promoters while investing in vital infrastructure, events, and touring initiatives.
Coldplay Leads the Charge
Coldplay set the tone for the Liveline Fund with their pledge to donate 10% of proceeds from their upcoming Wembley and Hull stadium shows. The contribution, announced in September, reflects the band’s commitment to the grassroots music scene. This donation, along with funds from the concerts’ promoters (SJM Concerts, Metropolis Music, and Live Nation), booking agents (WME), venues (Wembley Stadium and Hull Craven Park), and ticketing platforms (Ticketmaster, See Tickets, and AXS), will collectively form a powerful financial foundation for the fund.
Every penny raised will go directly to supporting the UK’s independent music ecosystem, ensuring maximum impact on the ground.
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Funding Opportunities for Grassroots Players
Through an open application process managed by MVT, grassroots venues, artists, and promoters will have the chance to apply for funding. This transparent approach ensures that support reaches those who need it most while empowering the independent music community to thrive.
Mark Davyd, CEO of Music Venue Trust, expressed his excitement about the initiative, emphasizing its potential to tackle the significant challenges faced by grassroots venues. “This partnership is a game-changer,” he said. “By putting fans and their experiences at the heart of the conversation, we can ensure a vibrant and sustainable future for grassroots music.”
Kickers Steps Up
Adding further momentum to the Liveline Fund, UK footwear and apparel brand Kickers has joined the cause. Known for its deep connection to UK music heritage, Kickers’ contribution comes as part of its broader ‘Stomping Grounds’ campaign, which was developed in partnership with SOS. This campaign underscores the brand’s commitment to preserving and uplifting grassroots music venues.
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SOS: The Fan’s Voice in Action
Save Our Scene, founded by George Fleming during the COVID-19 lockdown, has quickly become a critical player in advocating for live music. As a partner in the Liveline Fund, SOS brings a unique perspective by ensuring that the voices of fans are central to shaping the future of live music in the UK.
“We’re proud to partner with Music Venue Trust and Coldplay on this incredible initiative,” Fleming said. “The Liveline Fund is about securing the future of the independent music ecosystem. By amplifying the stories of those supported and ensuring transparency in distribution, we can make a meaningful difference across the grassroots sector—benefiting venues, artists, and fans alike.”
Strengthening the Grassroots Ecosystem
The Liveline Fund’s mission extends beyond financial aid. It aims to create a thriving pipeline of talent by supporting grassroots venues that serve as critical launchpads for emerging artists. Collaborative action is key, and the fund welcomes contributions from artists, companies, and organizations passionate about sustaining the heart of the UK music industry.
A Call for Collective Action
With Coldplay, Sam Fender, Katy Perry, and Kickers leading the charge, the Liveline Fund provides a streamlined platform for others to contribute to the grassroots music scene. By investing in these vital spaces, supporters will help to ensure a thriving independent music culture for generations to come.
George Fleming summed up the initiative’s ethos: “A thriving music industry depends on the grassroots. By working together, we can secure its future and create a lasting impact that reverberates across the entire ecosystem.”
This is just the beginning for the Liveline Fund. As more artists, organizations, and fans rally behind the cause, the fund promises to be a lifeline for the UK’s grassroots music venues—keeping the music alive, loud, and proud.
