Joe GallopIndependent showcase music festival, Liverpool Sound City, has announced a two-year partnership with Virgin Music Artist & Label Services that will focus on supporting the next generation of artists.
As part of the partnership, an ‘in conversation’ session will take place between Virgin Music UK president Vanessa Bosåen and artist VV Brown, during the Sound City Conference on 28 April.
A new headline showcase, Virgin Music Presents, will also take place on the music festival’s opening evening. The showcase will see four emerging acts from Virgin Music’s roster perform intimate sets at a venue in Liverpool city centre – with the line-up and location still to be announced.
In addition, Meet Virgin Music will take place on the second day of the festival at Liverpool Arts Bar, one of the festival satellite venues. For the first time the event will offer educational insights along with interviews and discussions curated by Virgin Music.
Sound City managing director Becky Ayres said, “[Virgin Music] has blown us away with their ideas which are completely in tune with their values – disruptive innovation, musical creativity and innovation, putting artists absolutely at the centre of everything they do – and ours.”
Liverpool Sound City takes place from 28-30 April at various venues in Liverpool. Artists include Maisie Peters, The Reytons, Swim Deep and Beren Olivia.