FREENOW Launches ‘Ride for Music’ Initiative, Pledging £1 Per Ride To Save Grassroots Live Music Venues With MUSIC VENUE TRUST

Ed Sheeran, Steve Lamacq, Amy Lamé, Academy Music Group (AMG) and Ticketmaster join the sector in supporting the initiative

New research finds that eight in ten people believe the music scene is a very important factor for living in any city with 68 per cent of those surveyed having been hit by the cost of living crisis, impacting the number of events they’ve attended so far this year.

FREENOW launches the ‘Ride for Music’ fundraising initiative with Music Venue Trust to raise a guaranteed minimum of £200,000 for struggling venues and to support the nighttime economy throughout the UK.

Live gigs are the top occasions adults choose to spend their money on (63 per cent), according to research commissioned by mobility super app FREENOW. The research coincides with the launch of FREENOW’s ‘Ride for Music’ initiative, pledging £1 for each taxi ride to Music Venue Trust – all users need to do is ‘opt in’ to ensure the donation is made, at no extra cost to them. FREENOW has guaranteed a minimum commitment of £200,000 to save struggling venues impacted by the cost-of-living crisis.

The music industry has rallied behind the initiative with the likes of Ed Sheeran, Steve Lamacq, London night Czar Amy Lame, Ticketmaster and Academy Music Group (AMG) all pledging their support.

The research found that people are willing to ditch meeting their friends at the pub (43 per cent) and even declining wedding invitations in favour of attending a live gig (one in ten).

Two-thirds of respondents say they prefer a feeling of intimacy in the shows they attend and would rather watch acts in smaller venues. This is compared to 24 per cent who would pick to see a well-known performer in a large venue.

Music Venue Trust‘s annual report revealed 16 per cent (125 venues) of Grassroots Music Venues have closed in the last year across the UK. Sixty-eight (68) per cent of Brits surveyed said the cost of living had negatively impacted the number of gigs they had attended in 2023. Despite this, nearly half of respondents (48 per cent) were not aware that grassroots music venues were closing.

With 80 per cent of respondents agreeing that the music scene is very important to city life and 84 per cent saying they enjoy discovering new music through live events, it’s imperative that grassroots venues are celebrated and supported.

Ed Sheeran

“Like so many musicians, I started out playing in Grassroots Music Venues. They are such a vital part of the music ecosystem. Without them, I definitely would not have had the chance to hone my craft and become the artist I am today. I applaud the Ride for Music campaign and hope it raises loads of money for Music Venue Trust, who work tirelessly to both protect and promote these wonderful spaces.”

Michelle de Maat, Head of Marketing, FREENOW UK

“Music has such a positive impact on people’s lives and on their mental wellbeing, so supporting live music and preserving venues is key to making city life more vibrant for all.

By contributing to the resilience of these vital spaces during such challenging times, we aim to ensure that the stages remain lit, and artists have a place to showcase their talent. Ultimately, this supports our users, drivers and all those who rely on these exceptional venues and a thriving nightlife throughout the country.”

Mark Davyd, CEO, MVT

“The Ride for Music initiative from FREENOW gives every music fan in the UK an incredible opportunity to play a role in directly supporting grassroots music venues. It’s exactly the type of joined up, creative thinking that we need to tackle the crisis facing our grassroots sector.

People can make a genuine difference to Music Venue Trust’s ability to prevent venue closures, support artists, crew and staff. FREENOW have made it simple for you to be part of the solution, and help the whole music and night time economy.”

Amy Lamé, London Night Czar

“London’s Grassroots Music Venues have a special place in my heart. There’s nothing I enjoy more than going to a gig and discovering exciting new acts bursting onto the scene. These venues are essential to London’s place as a leader in the music industry and where global acts like Adele and Stormzy started their journeys. But, like many venues, they’re facing some incredibly tough challenges. That’s why I’m thrilled FREENOW is working with Music Venue Trust to raise money that will support these vital spaces in our music industry.”

Steve Lamacq

“This sort of investment from FREENOW is a terrific boost to the Grassroots economy. Schemes like Ride For Music are invaluable in helping to protect and promote our wonderful network of live venues in the UK.”

All funds raised through Ride For Music go to the Pipeline Investment Fund from Music Venue Trust. The Pipeline Investment Fund (PIF) is a grant-giving fund established by Music Venue Trust with the support of venue members of the Music Venues Alliance. PIF allows small-scale grant applications (up to £5,000) from UK-based Grassroots Music Venues to support three areas of work:

1. Improving venue viability, resilience, and performance, this might include diversifying workforces, succession planning, skills development, and strengthening local community ties.
2. Small-scale capital applications, and improvements to infrastructure, such as building improvements, sound, lighting, access, and energy efficiency.
3. Ownership investment, acquiring freeholds or to invest in community ownership funds run by venues themselves through appropriate charitable vehicles.

The fund will prioritise support for organisations who may be excluded from other available funding. All PIF generated funding is distributed to these three areas without any admin charge; 100% of generated funding goes into the sector and not into MVT. The Pipeline Investment Fund has so far helped support 62 venues, distributing just over £250,000 to venues across the United Kingdom.

This is the second year FREENOW has joined efforts with Music Venue Trust. In 2022, the Company underwrote the costs of 120 shows by independent artists in 60 venues across the UK, supporting venues and artists while offering unique experiences to its users. The continued partnership comes as part of FREENOW’s wider commitment to supporting the music business with existing 2023 partnerships including The Mercury Prize and Brockwell Live.