FREENOW launches ‘Ride for Music’ initiative, pledging to save grassroots live music venues

FREENOW’s 'Ride for Music' initiative, pledges £1 for each taxi ride to the Music Venue Trust – a leading charity which acts to protect and improve UK Grassroots Music Venues across the country.

All users need to do is opt in to ensure the donation is made, at no extra cost to them. FREENOW has guaranteed a minimum commitment of £200,000 to save struggling venues impacted by the cost-of-living crisis. The music industry has also rallied behind the initiative with the likes of Ed Sheeran, Steve Lamacq, London night Czar Amy Lame, Ticketmaster and Academy Music Group (AMG) all pledging their support.

In support of the campaign Ed Sheeran said: "Like so many musicians, I started out playing in grassroots music venues. They are such a vital part of the music ecosystem. Without them, I definitely would not have had the chance to hone my craft and become the artist I am today. I applaud the Ride for Music campaign and hope it raises loads of money for Music Venue Trust, who work tirelessly to both protect and promote these wonderful spaces."

Steve Lamacq, radio presenter and Music Venue Trust Patron added “This sort of investment from FREENOW is a terrific boost to the Grassroots economy. Schemes like Ride For Music are invaluable in helping to protect and promote our wonderful network of live venues in the UK.

Become an activist for Grassroots Music Venues. Sign up to our monthly newsletter: https://t.co/O2FSRxDjUQ pic.twitter.com/gE1YCegqhz

— Music Venue Trust (@musicvenuetrust) October 13, 2023

Two-thirds of respondents say they prefer a feeling of intimacy in the shows they attend and would rather watch acts in smaller venues. This is compared to 24 per cent who would pick to see a well-known performer in a large venue.

Music Venue Trust's annual report revealed 16% (125 venues) of grassroots music venues have closed in the last year across the UK. 68% of Brits surveyed said the cost of living had negatively impacted the number of gigs they had attended in 2023. Despite this, nearly half of respondents (48%) were not aware that grassroots music venues were closing. With 80% of respondents agreeing that the music scene is very important to city life and 84 percent saying they enjoy discovering new music through live events, it’s imperative that grassroots venues are celebrated and supported.

Mark Davyd, Founder and CEO of Music Venue Trust, who is calling on music lovers to support the initiative, added: "The Ride for Music initiative from FREENOW gives every music fan in the UK an incredible opportunity to play a role in directly supporting grassroots music venues. It’s exactly the type of joined up, creative thinking that we need to tackle the crisis facing our grassroots sector.”

FREENOW is the Mobility Super App with the largest vehicle choice for consumers across Europe available in 9 markets and in over 150 cities. Users can access all types of mobility services within a single app including public transport services, taxis, private hire vehicles, car sharing, e-scooters, e-bikes and e-mopeds.