LIVE launches Trust in UK to support grassroots

UK trade body LIVE has launched the LIVE Trust, a charity designed to channel funds raised via arena and stadium tours to support the grassroots ecosystem.

Set up in response to high-profile campaigns across the industry, and political pressure following a Parliamentary report, the new charity will offer funding to artists, venue operators, promoters, festival organisers and others involved in the scene.

A raft of pressures across the grassroots sector has led to the loss of significant numbers of venues and festivals in recent years, while a dramatic reduction in touring has hit promoters, managers and artists hard.

The LIVE Trust says it will initially receive its funding from a voluntary contribution of £1 per ticket from arena and stadium shows with a capacity of over 5000.

IQ understands that the Trust expects some “small contributions” in the coming months, with discussions under way in relation to support from arena and stadium level tours across 2025 and 2026.

It is hoped that some funds distributed in the second half of 2025, with the funding strategy being completed in Spring 2025.

“The launch of The LIVE Trust marks a significant step change in how the grassroots live music sector will be supported moving forward”

The LIVE Trust has appointed three founding Trustees: Steve Lamacq MBE, the Chair of LIVE; Kirsty McShannon, CEO of Azorra, commercial and business affairs advisors to the live music, festivals, events and venues industry; James Ainscough, CEO of The Royal Albert Hall.

Additional trustees will be appointed in the coming months to “ensure diverse representation from all elements of live music”.

Jon Collins, CEO of LIVE, said: “The launch of The LIVE Trust marks a significant step change in how the grassroots live music sector will be supported moving forward.

“By putting in place a robust infrastructure that can receive and allocate the financial resources needed to support the survival of this vital part of the music ecosystem, we have responded to the appeals of the grassroots sector and the recommendations of the CMS Report that asked us to implement tangible and workable solutions.

“We would like to thank all of our members for their hard work in making this bold and ambitious plan a reality.”

A number of existing financial support schemes run by the members of LIVE will continue to operate independently of the LIVE Trust, with the charity “augmenting and amplifying” existing schemes where they are already working well.

A number of 2025 arena and stadium tours in the UK have already committed to supporting the grassroots sector via donations to the Music Venue Trust, including Coldplay, Sam Fender and Katy Perry.

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