KEEPING MUSIC LIVE

Launched in early 2025, WaterBear’s Keeping Music Live national campaign was created to protect, support and raise awareness of the vital role independent grassroots music venues play in at the heart of the UK music industry, nurturing emerging bands, artists and music professionals. Our belief in Keeping Music Live, and in the enduring potential of grassroots venues, remains central to our DIY ethos and dynamic community of up-and-coming creatives.

In a rapidly evolving music industry, grassroots live music has never been more important. As venues across the UK continue to close, it is our collective responsibility to protect these spaces, which provide an invaluable foundation for talent to develop, connect with audiences and contribute to a vibrant, diverse cultural landscape. By supporting these venues, we nurture the next generation of musicians and help safeguard the UK’s rich musical heritage.

With the full support of the Music Venue Trust and other KML partners including, Tickets for Good, Scruff of the Neck, Rough Trade, Love Music Hate Racism, Fight Back Lager, Slambarz and AudioActive, the campaign undertakes national tours, venue partnerships, student engagement programmes, and the expansion of our network of grassroots venues, including the WaterBear Venue and WaterBear Music Bar in Brighton, with a Sheffield venue soon to be announced.

The campaign’s mission is to:

• Protect independent venues that form the foundation of local music scenes

• Support emerging artists with real-world performance opportunities

• Strengthen the communities and networks that sustain live music

• Back organisations like the MVT in their vital work to save venues

Grassroots music venues are the foundation of the UK music scene and essential to the development of artists, industry professionals. They are where artists take their first steps, where local scenes grow, and where live music remains accessible and community-led. Supporting these venues isn’t just about attending gigs, it’s about protecting an entire cultural ecosystem.

While the wider music industry continues to grow, independent grassroots venues are under increasing pressure. By supporting them, we help nurture emerging talent, sustain local communities, and ensure live music continues to thrive at its roots.

Independent venues play a vital role in providing:-

• First stages for emerging artists and bands
• Paid work and training opportunities for musicians, crew, and promoters
• Cultural hubs that bring local communities together
• Space for creative experimentation and genuine audience connection
• Affordable access to live music for diverse audiences

WaterBear seeks to encourage young people to support their local music scene, as well as the future of live music venues by highlighting how live music can touch people’s lives and give back more than AI or streaming ever could. The message is clear: support local music venues and discover your new favourite band or artist.

The Music Venue Trust (MVT) is a UK charity dedicated to protecting and supporting grassroots music venues across England, Scotland, Wales, and Northern Ireland. From iconic venues like Hull Adelphi, The 100 Club, and King Tut’s to smaller local spaces, MVT champions their vital role in artist development, local communities, and the wider music and cultural industries. According to MVT’s 2024 Annual Report, 125 grassroots venues closed in 2023 due to rising costs, noise complaints, development pressures, and limited support.

In 2024, MVT led the campaign for the Grassroots Levy, which was included in the UK Government’s Creative Industries Sector Plan. The Levy directs a portion of revenue from the music and creative industries to support independent venues. One example is a voluntary contribution of £1 per ticket, pioneered by Enter Shikari on their 2024 arena tour and followed by artists including Coldplay, Ed Sheeran, Sam Fender, Pulp, Katy Perry and Wolf Alice, who have donated a share of their tour revenues to help grassroots venues.

The MVT continue to advocate and campaign including initiatives such as the music fans voice survey, Manchester City Council donation, the purchase of at risk and closed venues such at The Croft in Bristol through Music Venues Property (MVP), and direct artist donations and advocacy.

Read more about MVT’s work and how to get involved.