ASM Global is expanding its partnership with Music Venue Trust to support grassroots music venues in the UK.
- Starting from December, ASM Global will collaborate with MVT to safeguard grassroots music venues.
- The partnership includes health, safety, mental health training, marketing support, and donations to venues.
- ASM Global will involve concertgoers in fundraising efforts during events at their arenas.
- The initiative emphasizes the importance of grassroots venues in the UK live music ecosystem.
ASM Global, known for operating major UK venues like AO Arena and Utilita Arena, is deepening its alliance with the Music Venue Trust (MVT) to strengthen grassroots music venues. This partnership, starting in December, signifies a commitment to protecting these vital cultural hubs that play a fundamental role in the UK’s live music landscape.
This enhanced collaboration includes various support initiatives. ASM Global is providing free health and safety, mental health and wellbeing, and marketing training to grassroots venues. Such actions aim to bolster these local venues’ capacity to continue nurturing artistic talent and offering community engagement opportunities.
Moreover, ASM Global is extending marketing support to these venues and artists. This includes promotion through their digital channels and arena marketing efforts, ensuring that grassroots music receives the visibility and appreciation it deserves.
ASM Global has also initiated the MVT’s first arena donation campaign, collaborating with Enter Shikari at the OVO Arena Wembley. This campaign is designed to raise funds by matching customer donations, demonstrating ASM’s dedication to supporting community-oriented music spaces.
During Katy Perry’s UK tour, ASM Global will donate £1 from every ticket sold at AO Arena to MVT. This actionable step highlights the financial commitment of ASM Global to the cause, encouraging concertgoers to participate actively by donating at bars, concourses, and through online ticket purchases.
The partnership with MVT serves to protect and celebrate grassroots venues, recognizing their crucial role in launching artists’ careers across the UK. It also aims to increase public awareness about the importance of preserving these venues for future generations.
Chris Bray of ASM Global Europe underlined the significance of grassroots venues as the foundation of the music industry, advocating for their survival as a priority. Mark Davyd of MVT applauded ASM Global’s pioneering support for grassroots venues, noting the intrinsic passion and understanding the ASM team has for local music scenes.
The Music Venue Trust, founded in 2014, continues its mission to safeguard grassroots venues, supported now more robustly by ASM Global. Their joint efforts focus on maintaining these venues’ viability and role as artistic launchpads within the UK’s music industry.
ASM Global’s expanded support for Music Venue Trust marks a significant step in preserving the UK’s grassroots music venues.
