Max SteventonMusic Venue Trust (MVT) and the Association of Independent Promoters (AIP) have formalised commitments to reject pay-to-play schemes and merchandise commissions in the grassroots music sector.
Pay-to-play, where artists are required to buy their own tickets or pay fees for performance slots, is prohibited under AIP’s Code of Conduct. AIP co-chair Luke Hinton described pay-to-play practices as “predatory” and exploitative, adding that it often leaves emerging artists in debt.
Survey data from more than 800 members of grassroots venue group Music Venues Alliance suggests widespread pay-to-play practices. MVT and AIP said their intention is to ensure that artists performing at grassroots venues retain more of their earnings and can perform under fairer conditions. By codifying these commitments, MVT and AIP said they seek to promote transparency and fairness across grassroots venues, helping to establish consistent standards for artist treatment and revenue distribution.
“AIP fundamentally rejects the practice of pay-to-play. This unethical and exploitative model undermines the core principles of a healthy and equitable music industry”, said Hinton. “The AIP Code of Conduct strictly prohibits its members from participating in pay-to-play schemes.”
MVT COO Beverley Whitrick said, “The grassroots sector works because of the partnerships between venues, promoters, and artists. Practices like pay-to-play and merchandise commission undermine that partnership and exploit the very talent we are all here to support. We are proud that our members have taken a united stand against these practices and are setting a clear standard of fairness for the wider industry to follow.”