💨 Abstract

The O2 arena in London has initiated a three-year commitment to support grassroots music venues by donating directly to the Music Venue Trust each time a new artist headlines. This effort aims to sustain the ecosystem that nurtures emerging artists, many of whom have performed at venues associated with the Music Venues Alliance. The move has been endorsed by industry figures like Ben Lovett of Mumford & Sons, who emphasized the importance of protecting grassroots venues.

Courtesy: Sarah Hooper