In a landmark moment for grassroots music, Coldplay last year announced that they would donate 10% of the band's proceeds from their sold-out Hull and Wembley shows to our partners Music Venue Trust, who we are proud to be uniting with to fuel the future of live music from the ground up, via our joint fund, Liveline.

WEMBLEY EAST FAN VILLAGE: POWERED BY MVT, SOS, d&b audiotechnik & Gears4Music

Before every Coldplay show at Wembley, from 2PM until 7PM, we are taking over the East Fan Zone with upcoming live bands and DJs who are building their careers in the same kind of venues Coldplay started in, back in 1998.

RAISING VITAL AWARENESS

The UK’s grassroots music ecosystem needs everyone's support:

• Over 200 venues asked for help to survive in 2024 with 43.8% of venues running at a loss (MVT Annual Report, 2024)

• National tour routes are shrinking, the primary touring circuit was on average 28 cities and stops in 1994 and is now an average of 12 (MVT Annual Report, 2024)

• There is a general lack of understanding of promoters' key financial contribution to the development and enrichment of the grassroots music ecosystem (Association of Independent Promoters)

That’s why MVT, SOS and Liveline exist and why this moment really matters.

STARTING A GRASSROOTS MOVEMENT

Coldplay’s donation from 800,000 UK tickets sold goes directly into MVT and the Liveline Fund, supporting:

• Venues at risk (MVT has a 97.6% success rate saving them from closure)

• Touring artists with Live tours booked in, extending their shows into the secondary and tertiary regions to boost local economies and raise awareness

• Grassroots promoters who put on shows within their local regions

• Liveline Presents fundraising events, activations and more

This is reinvestment into the same culture that shaped Coldplay, us, and thousands of others.

THE GRASSROOTS MUSIC LEVY

It doesn’t stop with Coldplay, Sam Fender or Katy Perry. Momentum is picking up on the UK-wide grassroots music levy, with major arena and stadium shows starting to contribute £1 from every ticket sold, which is being managed and distributed by the LIVE Trust to individual funds like Liveline. These funds will then be put back into the grassroots ecosystem venues, promoters, artists and festivals that need it most. Over £1.8m has already been raised, and this Wembley activation shows what that support looks like in real time.

WHAT YOU CAN DO

• Keep an eye on our socials for who's playing each day

• Come early. Discover new sounds.

• Scan the QR codes displayed

• Keep showing up for your local scene.

• Share and tag your favourite grassroots venues and artists on socials.

We’re proud to be flying the grassroots flag at Wembley because without grassroots, there are no future headliners.

Thank you to our partners d&b audiotechnik for being Liveline’s official audio partner as well as Gears4Music for supplying the backline for our Wembley residency.