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ASM Global’s UK venues OVO Arena Wembley, AO Arena, First Direct Arena, P&J Live, Utilita Arena Newcastle, Connexin Live and others will offer concert-goers further opportunities to support the Music Venue Trust (MVT).
The donations represent the next step of MVT’s existing partnership with ASM Global which began in 2023. So far, the producer of live entertainment experiences has supported grassroots venues through access to free health and safety, mental health and wellbeing and marketing training; marketing support for grassroots venues and artists; donating venue and stage furniture; the launch of the first arena donation campaign for MVT, partnering with Enter Shikari at OVO Arena Wembley to fundraise and match customer donations.
Additionally, as part of Katy Perry’s upcoming UK leg of The Lifetimes Tour, AO Arena confirmed it will contribute £1 from every ticket sold to MVT.
As part of this latest campaign, concertgoers will be able to see examples of MVT’s work inside venues and will be able to donate directly on bars and concourses, as well as when buying tickets via venue websites.
“Our industry starts with the grassroots. As an interconnected ecosystem, these venues lay the foundation for artists to perform, fans to discover, and the industry to thrive,” commented Chris Bray, president of ASM Global Europe.
“At ASM Global, we recognise the absolute importance of grassroots music venues, and we’re great supporters of Mark and his team at Music Venue Trust. Through this partnership, created specifically for MVT, we are able to harness the power of our venues and our fans, to help ensure the survival of the grassroots – the place where headliners of the future are made.”
The UK charity, which was founded in 2014 to support and represent the needs of hundreds of grassroots music venues, has also welcomed a donation of more than £30,000 (€36,000/$38,000) from WeGotTickets.
WeGotTickets considers itself to be a socially and environmentally responsible ticketing and live events company. It appointed MVT as its official charity for 2024, and asked customers to consider a voluntary donation when purchasing tickets that would go towards the organisation’s Pipeline Investment Fund.
The fund supports UK-based grassroots music venues, artists and promoters with infrastructure, repairs, training and staffing requirements and was established in 2022. It was initially funded by donations from ticket sales of MVT’s ‘Revive Live’ programme of gigs around the UK in partnership with The National Lottery.
MVT has long called for a levy on tickets for larger stadium and arena tours that could support grassroots venues.
Last month, the UK Government backed the idea and instructed the live music industry to initiate a voluntary level in the coming year.
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