ASM Global, the operator of some of the UK’s biggest arenas including AO Arena, first direct arena, Utilita Arena Newcastle and Connexin Live, is expanding its partnership with Music Venue Trust (MVT) as it pledges continued support for grassroots music venues around the country.
From December, ASM Global and its portfolio of UK venues will will work side by side with MVT to raise awareness and vital funds to protect and sustain the future of grassroots music venues, and in turn the UK’s complete live music ecosystem, celebrating the artist pathway from first show to arena sell-out.
Having first announced its commitment to MVT in 2023, ASM Global has so far provided support to grassroots venue through:
- Access to free health and safety, mental health and wellbeing, and marketing training
- Marketing support for grassroots venues and artists, including promotion through ASM’s venue digital channels and in-venue marketing at ASM’s arenas and concert halls
- Donations of venue and stage furniture, including over 100 items donated by OVO Arena Wembley alone to local independent venues this Autumn
- The launch of the first arena donation campaign for MVT, partnering with Enter Shikari at OVO Arena Wembley to fundraise and match customer donations
- As part of Katy Perry’s upcoming UK Leg of The Lifetimes Tour, AO Arena this month confirmed it will be contributing £1 from every ticket to MVT
ASM will also be offering fans and concertgoers opportunities to contribute. Every week tens of thousands of music fans pass through the doors of an ASM venue in the UK and as part of this campaign, they’ll be seeing examples of MVT’s work inside venues, and be able to donate directly on bars and concourses, as well as when buying tickets via venue websites, giving them an easy way to support the cause.
ASM Global and MVT’s partnership underscores the essential role of grassroots venues in nurturing talent and building the foundations of the UK’s world-renowned music scene. The funds raised will directly support MVT’s mission to safeguard these iconic spaces and ensure their long-term viability as cultural and community hubs. It will help to protect grassroots music venues in each of ASM’s regional areas, celebrating the vital role these spaces play in an artist’s journey. The partnership will not only raise funds but also drive awareness about the importance of preserving these venues for future generations to discover and enjoy.
Chris Bray, president of ASM Global Europe said: “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. 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.”
Mark Davyd, CEO of Music Venue Trust, added: “ASM were the first arena operators to respond to our call for support from the live music industry to deal with the crisis engulfing grassroots music venues after the pandemic. Their venues may be big but they’re run by teams of true music fans, people who not only understand the grassroots and love the artists but many that actually started their careers in their local venue. Support from ASM Global is an essential part of recognising that we are all part of one great big ecosystem, and that a strong and thriving grassroots sector is vital for the future of the whole live music industry. We are delighted to be developing and expanding this partnership and look forward to continuing to develop ways we can work together.”
Since its inception in 2014, Music Venue Trust has worked tirelessly to protect, secure, and improve the UK’s grassroots music venues. Iconic spaces such as Hull Adelphi, The 100 Club, and Band on the Wall are essential stepping stones for emerging artists, providing opportunities to develop their craft and connect with audiences. By collaborating with ASM Global, MVT continues its efforts in providing a voice for grassroots venues and their role in the cultural and economic ecosystem of the UK music industry.
Throughout December and January, ASM Global invites fans to visit participating venues to learn more about Music Venue Trust and contribute to this vital initiative. With every donation, you’re helping to protect the spaces where music begins, and future stars are born.
