Events promoter and marketing agency Mustard Media is set to receive £167,992 ($225,568/€199,798) from the third round of the UK Government’s Culture Recovery Fund. 

The Manchester-based company has been awarded the grant from The Arts Council England, with more than £100m donated to 925 recipients across the sector. 

Over the last year, Mustard Media has worked with event organisers to bring in more than £35m in ticketing revenue. The grant will enable Mustard to continue increasing revenue for clients, as well as aiming to aid destinations and tourism industries in which events and festivals are held – both nationally in the UK and internationally. 

Ed Norris, commercial director, said: “We’re very grateful to the Culture Recovery Fund for awarding us this grant. We’ve had a very difficult 18 months like most in the industry, and this goes a long way in securing the business, so we can keep delivering unparalleled marketing support for all our festival and event clients.” 

Over £1.2bn has already been awarded to around 5,000 individual organisations from the Culture Recovery Fund. The grants have supported museums, grassroots music venues, festivals and West End theatres, as well as cultural and heritage organisations. 

Culture Secretary Nadine Dorries said: “Culture is for everyone and should therefore be accessible to everyone, no matter who they are and where they’re from. 

“Through unprecedented Government financial support, the Culture Recovery Fund is supporting arts and cultural organisations so they can continue to bring culture to communities and the length and breadth of the country, supporting jobs, boosting local economies and inspiring people.” 

Darren Henley, chief executive of Arts Council England added: “This continued investment from the Government on an unprecedented scale means our theatres, galleries, music venues, museums and arts centres can carry on playing their part in bringing visitors back to our high streets, helping to drive economic growth, boosting community prude and promoting good health. 

“It’s a massive vote of confidence in the role our cultural organisations play in helping us all to lead happier lives.” 

Image: Valentin bonjour on Unsplash