Independent music venues will be encouraged to form a national network offering daytime programmes of music-based activities to engage with diverse audiences.
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A national initiative to encourage independent music venues to engage with their local communities has launched in a bid to to attract diverse audiences and find new talent.
Developed by the founders of Independent Venue Week, Independent Venue Community (IVC) will encourage small venues to offer daytime programmes of music-based activities, with a strong emphasis on underserved communities and those living in areas of low arts engagement.
The programme will initially target engagement across six specific strands - early years, young people, D/deaf, disabled and neurodivergent people, mental health and wellbeing, the LGBTQIA+ community, and older people.
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The initiative has been inspired by a wide range of pre-existing community organisations and programmes, including The Warren Youth Project in Hull and the Gig Buddies scheme for individuals with learning disabilities.
It will also encourage projects like Soundcheck Sessions, launched by IVW in 2019, where young people aged 14 and over can access a venue before it opens ahead of a live show in order to learn how things work behind the scenes and speak with the crew, artists and industry specialists.
Life-changing outcomes
Sybil Bell, Founder of Independent Venue Community, said that while independent music venues are "the absolute heart of the music business", the role they can play as community spaces where local people can express themselves, try new things or come together in person, is less appreciated.
"From first hand experience, with initiatives like The Warren Youth Project in Hull or our own Soundcheck Sessions and BE, activity like this can have genuinely life-changing outcomes for people, especially those who don’t normally get access to these kinds of opportunities," she said.
“Our goal with Independent Venue Community is to harness these individual pockets of brilliance, and to inspire more venues to engage with groups and individuals in their area.
"Ultimately, we want to build a national network of engaged local communities, and encourage more music venues to throw their doors open in the day. By doing this, I believe they can increase and diversify the people coming through their doors and unlock significant hidden value and talent. It’s a win-win situation.”
The initiative is being supported by Arts Council England, through National Lottery funding, as well as Creative Scotland, Arts Council Wales, the Welsh Government, and Youth Music.
Fostering diversity
Claire Mera-Nelson, Director of Music at Arts Council England, said the importance of independent, grassroots music venues to their local communities and musicians is greater than ever.
"It’ll help venues explore new ways of using their spaces, attract new audiences from all backgrounds and support entry-level careers both on and off the stage,” she said.
The programme is also backed by a range of music industry partners and charities. The Founding Ambassadors are Amy Love and Georgia South of the band Nova Twins. They said that independent music venues form an ecosystem that feeds the whole industry.
"We need to keep fostering diversity within this space, as it’s the make-up of all the music we love, from the bands on stage, to their crews and their fans," they said.
“When we were coming up, we were often one of the few female artists of colour, both on the bills and in the crowd.
"It was isolating and we were often met with confusion or rejection because of some people’s lack of education and experience. Music is for everyone.
"People should be given the same opportunities regardless of where they are from, their race or sexual orientation. Everyone should feel welcome and have a safe space to enjoy music freely."
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