Christopher BarrettThe O2 arena’s owner AEG Europe is to make a donation to Music Venue Trust (MVT) every time a new artist headlines the arena.
The thee-year commitment to the charity has kick started with AEG having made an initial six-figure donation to MVT to celebrate The O2 having hosted more than 50 first-time performers this year, including Gracie Abrams, Architects and Wolf Alice.
AEG said the initial donation underscores the volume of talent flowing from small stages to the arena, and highlights the critical need for a sustainable pipeline.
It is the latest move to support the grassroots ecosystem on the back of the launch of the LIVE Trust and multiple ongoing MVT fundraising initiatives. In July, the Royal Albert Hall became the first 5,000+ capacity arena to commit to contributing to the LIVE Trust, a move worth £300,000 a year.
“The O2 is proud to support the UK’s live music ecosystem, starting with the small stages in local communities,” said AEG Europe senior vice president of venue programming Emma Bownes. “Every artist who headlines The O2 for the first time reflects the strength of that grassroots network. By partnering with Music Venue Trust, we’re investing in the pipeline that nurtures the next generation of breakthrough artists and ensures they have a place to start.”
MVT CEO Mark Davyd said it was a hugely significant and welcome move from The O2: “The success of our arenas is directly connected to the health of the grassroots venues where so many of those headliners began their journey. This partnership sets a powerful new benchmark for the industry, proving that major venues can actively participate in securing the future of the talent pipeline. Our challenge to every other arena in the UK is simple: The O2 has taken a lead, now it’s your chance to follow.”
Photo (left to right): Emma Bownes, Mark Davyd and Music Venue Trust trustee Jane Beese.