Pandemic Fundraising for Grassroots Music Venues
A national series of one-off intimate gigs by the UK’s biggest artists, supporting the independent grassroots venues that form the foundations of the UK’s live music scene in the midst of the COVID-19 pandemic, in partnership with the Music Venues Trust. The result was over £140,000 raised, and some of the UK’s essential cultural assets protected.
We helped grassroots music venues call for help. Pet Shop Boys, Elbow, Metronomy, Jamie xx and more answered.
It was 2020. The peak of lockdown. Every music venue in the country was forced to close, unsure when they could re-open for business. Countless livelihoods were on the line.
Something had to be done.
Working with the Music Venue Trust, we devised and delivered consumer-facing advertising for Passport: Back to Our Roots, a national campaign for huge artists to pledge to perform tiny gigs in their favourite independent grassroots music venues. Entry was via prize draw, with music fans donating £5 to be in with a chance of being there when the shows could happen post-pandemic.
Independent venues received essential funds immediately, and artists pledged to perform the shows once restrictions were lifted.
Unmissable, one—off live experiences.
While the world developed a fascination with virtual gigs and live streaming, Passport: Back to Our Roots took a radical approach. Being live music obsessives ourselves, we knew what music fan dreams of — the chance to see their favourite band return to their roots — huge artists performing in tiny venues. Something to look forward to when things returned to normal.
It doesn’t get much bigger than Pet Shop Boys at Camden Electric Ballroom, or Elbow at Manchester’s tiny Night & Day, or KT Tunstall back in the Dunfermline pub where she first honed her craft, or Jamie xx at the incredible, but intimate Corsica Studios.
Working on a shoestring budget, we leveraged every organic network and word of mouth opportunity we could. The results were bigger than anyone dreamed of. Over £140,000 was raised by music fans, each pledging £5 to be in with a chance of winning entry, making Passport: Back to Our Roots one of the biggest success stories in the whole of the cultural sector during the pandemic.
“The Passport: Back to Our Roots campaign came at a vital time for the UK’s Grassroots Music Venues. Simon’s approach to the work was essential to its success which directly resulted in venues being saved from closure.”