The O2 Pledges Support for UK Grassroots Music Venues
The O2, in partnership with Music Venue Trust (MVT) — the charity supporting hundreds of grassroots music spaces across the UK — has unveiled a landmark initiative that formally acknowledges the vital role smaller venues play in developing the next generation of headline artists for the country’s globally respected live music industry.
As part of this innovative scheme, The O2 will donate directly to Music Venue Trust every time an artist tops the arena’s bill for the first time. This pledge forms part of a broader three-year commitment and ensures that the grassroots sector, which supports artists at the earliest stages of their careers, benefits in a meaningful and ongoing way from the success those artists later achieve on major stages.
In 2024 alone, more than 50 artists have headlined The O2 for the first time. To mark this record number, the venue is making an initial donation worth six figures to Music Venue Trust. This significant contribution highlights both the sheer volume of talent progressing from intimate venues to arena stages and the importance of maintaining a sustainable talent pathway.
Recent artists who made their debut as O2 headliners after developing their careers within the grassroots circuit include Gracie Abrams, Pulp, Architects and Wolf Alice — all of whom built their live reputations in venues that form part of the Music Venues Alliance.
Ben Lovett of Mumford & Sons commented: “This week we’re playing two shows at The O2. Even though it’s not our first time headlining the arena, it’s still incredibly special to return to our hometown and perform in one of the world’s greatest venues. When we first played this stage back in 2012, many of the small venues where we learned our craft — including the Luminaire in Kilburn, where we played our first headline show — were already disappearing. That decline has only accelerated since then, both in London and nationwide. We’ve consistently tried to protect the grassroots scene by engaging with governments, raising awareness, and reminding people that artists don’t simply appear in arenas overnight. We continue to play smaller shows, encourage fan support, and have implemented a £1 per ticket levy on this tour, backed generously by our audiences.”
Emma Bownes, Senior Vice President of Venue Programming at AEG Europe, said: “The O2 is proud to play a role in supporting the UK’s live music infrastructure, beginning with the local venues that sit at its foundation. Every first-time headliner at The O2 is a testament to the strength of the grassroots network. Through our partnership with Music Venue Trust, we’re helping safeguard the pipeline that allows emerging artists to develop and thrive.”
Mark Davyd, CEO of Music Venue Trust, added: “This is a hugely important and welcome step from The O2. Arena success is inseparable from the health of the grassroots venues where so many artists begin their journeys. This collaboration sets a new standard for the industry, demonstrating that large-scale venues can actively contribute to securing the future of live music. We now encourage every other UK arena to follow The O2’s lead.”
Lovett continued: “I’ve personally invested in the Music Venue Properties initiative and have supported Music Venue Trust and similar organisations for many years. I’ve also been involved in building and running venues across London and beyond to help counter the growing challenges facing small spaces. All of this reflects how deeply we care about the survival of grassroots venues. It’s fantastic to see a major venue like The O2 making a meaningful contribution through its first-time headliner model — something we should all be doing to help create a healthier, more sustainable live music ecosystem.”
Overall, this commitment marks a significant moment for the UK live music sector, bringing together artists, grassroots venues and major arenas to strengthen the future of music across the country.
As part of this innovative scheme, The O2 will donate directly to Music Venue Trust every time an artist tops the arena’s bill for the first time. This pledge forms part of a broader three-year commitment and ensures that the grassroots sector, which supports artists at the earliest stages of their careers, benefits in a meaningful and ongoing way from the success those artists later achieve on major stages.
In 2024 alone, more than 50 artists have headlined The O2 for the first time. To mark this record number, the venue is making an initial donation worth six figures to Music Venue Trust. This significant contribution highlights both the sheer volume of talent progressing from intimate venues to arena stages and the importance of maintaining a sustainable talent pathway.
Recent artists who made their debut as O2 headliners after developing their careers within the grassroots circuit include Gracie Abrams, Pulp, Architects and Wolf Alice — all of whom built their live reputations in venues that form part of the Music Venues Alliance.
Ben Lovett of Mumford & Sons commented: “This week we’re playing two shows at The O2. Even though it’s not our first time headlining the arena, it’s still incredibly special to return to our hometown and perform in one of the world’s greatest venues. When we first played this stage back in 2012, many of the small venues where we learned our craft — including the Luminaire in Kilburn, where we played our first headline show — were already disappearing. That decline has only accelerated since then, both in London and nationwide. We’ve consistently tried to protect the grassroots scene by engaging with governments, raising awareness, and reminding people that artists don’t simply appear in arenas overnight. We continue to play smaller shows, encourage fan support, and have implemented a £1 per ticket levy on this tour, backed generously by our audiences.”
Emma Bownes, Senior Vice President of Venue Programming at AEG Europe, said: “The O2 is proud to play a role in supporting the UK’s live music infrastructure, beginning with the local venues that sit at its foundation. Every first-time headliner at The O2 is a testament to the strength of the grassroots network. Through our partnership with Music Venue Trust, we’re helping safeguard the pipeline that allows emerging artists to develop and thrive.”
Mark Davyd, CEO of Music Venue Trust, added: “This is a hugely important and welcome step from The O2. Arena success is inseparable from the health of the grassroots venues where so many artists begin their journeys. This collaboration sets a new standard for the industry, demonstrating that large-scale venues can actively contribute to securing the future of live music. We now encourage every other UK arena to follow The O2’s lead.”
Lovett continued: “I’ve personally invested in the Music Venue Properties initiative and have supported Music Venue Trust and similar organisations for many years. I’ve also been involved in building and running venues across London and beyond to help counter the growing challenges facing small spaces. All of this reflects how deeply we care about the survival of grassroots venues. It’s fantastic to see a major venue like The O2 making a meaningful contribution through its first-time headliner model — something we should all be doing to help create a healthier, more sustainable live music ecosystem.”
Overall, this commitment marks a significant moment for the UK live music sector, bringing together artists, grassroots venues and major arenas to strengthen the future of music across the country.
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