O2 Arena pledges to donate to grassroots music each time a new headliner performs

London’s O2 Arena has pledged to donate to Music Venue Trust (MVT) each time a new artist headlines the venue in an effort to support grassroots music.

The initiative was announced over last weekend, and is set to kick off with an initial “six-figure donation” to MVT, the music charity representing hundreds of grassroots venues in the UK.

It follows calls for the UK government to implement a £1 (US$1.34) ticket levy for stadium and arena shows last year in a bid to “save grassroots venues”, which was soon backed by ministers and taken on by some venues across the country.

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By May, the ticket levy scheme had already raised more than £500,000 toward grassroots music, according to The LIVE Trust, with the help of artists like Pulp, Diana Ross, Hans Zimmer.

The O2 is now urging other venues to follow suit of its “pioneering” new initiative, which will see the venue make a “direct donation” to MVT with every artist who headlines The O2 for the first time over the next three years.

“This is a hugely significant and welcome move from The O2,” says Mark Davyd, CEO of Music Venue Trust. “The success of our arenas is directly connected to the health of the grassroots venues where so many of those headliners began their journey.”

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“This partnership sets a powerful new benchmark for the industry, proving that major venues can actively participate in securing the future of the talent pipeline. Our challenge to every other arena in the UK is simple: The O2 has taken a lead, now it’s your chance to follow.”

The initiative will support independent venues currently facing worsening cost of living conditions across the UK. In January, a report from the Music Venue Trust found that one grassroots music venue was shuttered every two weeks in 2024.

Find out more about The O2 and Music Venue Trust's new initiative here.

Gemma Ross is Mixmag's Associate Digital Editor, follow her on Twitter