THE FRONT ROW

As Editor-in-Chief of The Front Row, I’m thrilled to see the music industry taking a monumental step forward with the expanded partnership between ASM Global and Music Venue Trust (MVT). Starting this December, all ASM Global venues across the UK will fundraise for MVT and their network of independent venues—a move that will have a profound impact on local communities and the future of live music.

While it’s taken time for large-scale companies like ASM Global to truly recognise the importance of grassroots venues, this partnership feels like a game changer. Grassroots venues are the backbone of the UK’s live music scene, where countless artists have their first taste of success and fans discover the stars of tomorrow. These spaces are cultural hubs, vital to both the community and the music industry at large, and it’s fantastic to see ASM Global step up to safeguard their future.

Since announcing their initial commitment to MVT in 2023, ASM Global has already made impressive contributions, from providing training in health and safety, mental health, and marketing, to donating venue equipment and running fundraising campaigns. Notably, OVO Arena Wembley has already donated over 100 items of venue furniture to local independent venues, and their arena donation campaign with Enter Shikari has raised significant funds for MVT.

But this new phase, launching in December, will take their support to new heights. Venues like OVO Arena Wembley, AO Arena, and Utilita Arena Newcastle will now give music fans direct opportunities to contribute. Whether through donating on-site at bars or concourses, adding £1 to their ticket purchases, or making a contribution via venue websites, fans will be encouraged to support grassroots venues in an easy and tangible way.

This partnership highlights the essential role grassroots venues play in nurturing talent and creating the next generation of headliners. As Chris Bray, President of ASM Global Europe, aptly put it: “Our industry starts with the grassroots.” It’s this ecosystem that fuels the entire music industry, from intimate gigs to arena sell-outs, and ensuring the survival of these venues is crucial for the ongoing success of live music.

I can’t stress enough how significant this is for the UK music scene. Grassroots venues often struggle to survive, and the pandemic only made things harder. MVT has been tirelessly working since 2014 to protect these spaces, and with the support of ASM Global, they now have a stronger ally in their fight. This expanded partnership is a clear message that the future of music depends on the survival of these spaces. Mark Davyd, CEO of MVT, rightly points out that ASM’s support is vital for creating a thriving live music ecosystem.

I truly believe this will make a huge difference to local communities. For every donation made, fans are helping to preserve iconic venues like Hull Adelphi, The 100 Club, and Band on the Wall—places where so many artists have started their journeys. In the coming months, participating venues will raise awareness about MVT’s mission, and every contribution, no matter how small, will go directly towards safeguarding the grassroots music scene for future generations.

In my view, this partnership is a long-overdue but incredibly positive step forward. It’s about time we recognised the importance of grassroots venues—not just as places to hear live music, but as essential community spaces that foster creativity and innovation. It’s a fantastic initiative that I wholeheartedly support, and I encourage everyone to get involved. Let’s work together to ensure that the venues where music begins continue to thrive.

For more information and to contribute, head to musicvenuetrust.com/asm.