MVT And Jack Daniel’s Announce Cohorts Tour With Fickle Friends

Music Venue Trust has announced a new Cohorts tour with Fickle Friends, in partnership with Jack Daniel’s.

The indie pop band are taking part in a nationwide tour of Grassroots Music Venues, organised by Music Venue Trust’s Live Projects Coordinator Rebecca Walker. The Cohorts tour concept was developed and launched by MVT in 2024. The tours are fully funded and supported by commercial partners to illustrate the wide and diverse range of grassroots music venues outside of the primary touring circuit.

MVT’s 2024 Annual Report reported that in 1994, an average tour of the UK would have been spread across a range of 28 different locations across the country, meaning these towns and cities, primary and secondary touring circuit locations, were regularly accessing exciting new and original live music. In 2024, just 12 locations, all of them major cities, remained as primary and secondary touring circuit stops.

The collaboration with Jack Daniel’s is a continuation of their long-standing commitment to the grassroots sector, delivered in close alignment with MVT’s ethos of access, authenticity and artist development.

fickle Friends

“Fickle Friends owe a huge amount to independent venues. Over the past 4 years we have toured across more towns in the UK than we can remember (over 350 shows and counting) but looking back, what connects these shows is the community, loyalty and care that existed in the Grassroots Venues we played. Without them our experience of touring would be much less memorable and our chance to play to so many loyal audiences would not be there.”