The fund will support the independent music scene, hoping to strengthen the future viability of the UK grassroots music ecosystem.
SOS was launched by George Fleming during the COVID-19 lockdowns in the UK, as an organisation that advocates for the protection of the country’s live music scene.
The first initiative under this new partnership between MVT and SOS was the announcement from Coldplay (pictured) in September, which will see the band donate 10% of the proceeds from their forthcoming Wembley and Hull stadium shows.
Additional donations from the promoters of these concerts (SJM Concerts, Metropolis Music and Live Nation), the band’s booking agent (WME), the venues (Wembley Stadium and Hull Craven Park), as well the official ticket agents (Ticketmaster, See Tickets and AXS), will also support the Liveline Fund.
“Working with likeminded people is always inspiring and, in George and the team at Save Our Scene, we have found kindred spirits who share our passion to protect the grassroots music sector in the face of many challenges they are having to confront,” commented Mark Davyd, chief executive of Music Venue Trust.
“Save Our Scene has the sort of direct access to the fan community that we feel has been missing from too many of the discussions so far. By partnering with SOS we are taking a first step towards putting fans and their experiences at the heart of the conversation.”
Fleming added: “We are proud to have formed this partnership with Music Venue Trust following our introduction to Coldplay last year. The goal of Liveline is to affirm the independent live music ecosystem and ensure the future viability of our sector.
“A thriving music industry depends on a steady pipeline of talent, which is made possible through supporting grassroots music. Collaborative action is essential to ensure this fund achieves its full potential and we look forward to working alongside MVT and other stakeholders in amplifying the fund, its awardees and helping ensure proceeds are distributed in a holistic and transparent way, which benefits the entire grassroots ecosystem, including fans.”
The money will not only be used for curated investments into infrastructure, but those behind events and touring, and UK grassroots music venues, as well as artists and independent promoters, will be able to apply for funding.
UK footwear and apparel brand Kickers has also stepped up to become the first brand to contribute to the Liveline Fund. This contribution comes shortly after the launch of the brand’s ‘Stomping Grounds’ campaign in partnership with Save Our Scene.