The National Lottery has partnered with leading UK charity Music Venue Trust in a unique initiative to help revive the UK’s grassroots live music sector.
In an unprecedented collaboration, The National Lottery – one of the biggest funders of culture in the UK – will contribute £1M to directly underwrite the touring and production costs of over 300 live performances this summer, enabling the grassroots live music industry to start promoting shows again in the knowledge that the upfront costs associated with touring are covered.
The National Lottery’s Revive Live Tour will run throughout the summer and will see a diverse range of headline artists including Olivia Dean, Twin Atlantic, The Magic Gang and The Futureheads perform at hundreds of grassroots music venues throughout the country. More than 20 tours will be taking place, once venues are able to open, in line with government guidance, with National Lottery players having a chance to gain access to every show for free.
Special one-off shows by Sir Tom Jones, Rag ‘N’ Bone Man, Mahalia, James Arthur, Frank Turner, Sam Fender and Fontaines D.C. will also take place at grassroots music venues to support the initiative and celebrate the return of live music.
Sir Tom Jones said:
“Musicians can record in their bedrooms, but they can’t learn to perform in public without a place to play. Without that, there is no way you can communicate directly to people. It’ll be tough to hone your skills and you’ll never have the thrill of feeling their feedback. Without a grassroots music venue, the neighbourhood won’t have a place where people can come together to discover and support new talent. So support your local pub, club, gym or church or wherever someone has the guts to bring in some entertainment, it makes all the difference both to budding artists and the community. I’m delighted to be able to perform a special show as part of The National Lottery’s Revive Live Tour and to be celebrating the return of live music”
Up to 30,000 tickets – or around half the capacity of these shows – will be gifted to National Lottery players, giving music fans the opportunity to get back to live gigs as soon as possible.
Every National Lottery ticket-holder will be invited to bring a “plus one” for free – all they need to do to qualify for this offer is to show a National Lottery ticket or Scratchcard purchased in-store or online/via the National Lottery app when they attend the gig.
Nigel Railton, Chief Executive of National Lottery operator Camelot, said:
“The National Lottery is very excited to be working with Music Venue Trust in what we believe is a truly ground-breaking initiative. The last year has been incredibly challenging for many industries and we hope The National Lottery Revive Live Tour will help kick start the return of grassroots live music. With every ticket having a built in plus-one, we hope The National Lottery can bring friends back together this summer to once again share the experiences we’ve all missed, while thanking players for the amazing things they make happen just by buying a ticket.”
Mark Dayvd, CEO of Music Venue Trust said,
“It’s so important to get artists and crew back out and working, to get our grassroots music venues back up and running, and to get friends, families and communities back together enjoying live music. Grassroots music venues play a crucial role in the development of British music, nurturing local talent, providing a platform for artists to build their careers and develop their music and their performance skills. These venues also play a vital role in the cultural and economic vibrancy of any village, town or city. The National Lottery Revive Live Tour is a fantastic initiative which will kickstart the return of great events across the country. We can’t wait to get started!”
Following the government’s announcement today, Music Venue Trust have issued the following statement:
“Music Venue Trust warmly welcomes the decision to permit Grassroots Music Venues in England to open at full capacity from 19 July. For the last 12 months, we have been working tirelessly alongside venue operators to identify ways in which they can Reopen Every Venue Safely. That work remains at the forefront of everyone’s minds, but today we want to reach out to live music fans and send them a simple message: It’s finally time to Revive Live. Please help your local venue in England to provide safe events by thinking about your personal responsibility, the things you can do to ensure that as well as keeping yourself safe you are also doing everything you can to support the safety of others. We have all been desperately seeking the opportunity to Revive Live Music, and to show that we can do that safely. Let’s take this opportunity and demonstrate that we are a community that cares about each other.”
A recently conducted LIVE survey of music fans shows that the majority are now ready to return to live music, with over 75% ready to attend shows immediately. The results of this survey indicate that enthusiasm for live music has been intensified by the crisis, with one third of gig-goers saying they will attend shows more frequently than they did previously.
The money for this initiative comes from a National Lottery promotional fund. It is not being funded by money allocated for National Lottery Good Causes or by Camelot.
For more information on The National Lottery Revive Live Tour, click here.
Tickets for The National Lottery Revive Live Tour go on sale on Monday 12 July from 8pm.