The venues’ joint campaign, Support the Support, aims to ensure that audiences don’t miss out on discovering new music and help artists and DJs build their fanbase.
Village Underground and EartH have also encouraged ticket holders to turn up early to the venues to support them after facing a crisis in the past two years. They said they hope other venues will follow suit in promoting a similar campaign.
The venues will put the spotlight on upcoming support acts in fortnightly social media posts. To further encourage people to arrive early, the campaign will involve a 10% discount at the bar for the first hour of opening.
Previous support acts at the venues have gone on to headline Village Underground and EartH and other venues. These include: Nilufer Yanya, Laura Mvula, George Ezra, Young Fathers, Emma Jean Thackray, Christine & the Queens, Sylvan Esso, Jorja Smith, HAAi, Moxie, Joy Crookes, Jordan Mackampa and Wu-Lu.