Dubbed ‘Tinder for pubs and bands’, publicans will now have access to a special discounted rate to use the service that connects them to live music acts.
The importance of live music in pubs was highlighted last month after both the British Beer & Pub Association and Association of Licensed Multiple Retailers called on publicans to get involved in a first-of-its-kind live music census – stating it was “vital to the trade”.
“We set up Live & Loud to raise awareness of the fact pubs no longer need a licence to show live music, and to connect unsigned musicians with venues, giving them a platform from which to perform,” said Live & Loud co-founder and CEO Mick Newton.
“It’s great for musicians looking to perform but it also helps drive sales for pubs.”
Live music can boost sales
Newton said CGA research showed that venues can see a sales uplift of 44% during the week and 60% during the weekend by providing live music.
“It also gives pubs with great content for social media, and attracts new people to their venues, so its win-win,” he added.
To use Live & Loud, which has 10,000 artists nationwide, publicans will need to create a profile outlining what they’re looking for, including what they’re prepared to pay, and live music acts that fit the bill can apply for the chance to play live at their pub.
Group services director at Ei Group, James Armitage, said: “We are continually developing the services we offer our publicans to support them in building successful pub businesses and, with Live & Loud, we’re offering a great opportunity to tap into live music.
"Live music can be a huge draw for pubs, so whether our publicans are experienced in hosting such events, or want to try it for the first time, this is a great platform to help them.”
The news comes days after Hobgoblin beer joined forces with music streaming service Spotify – hosting gigs with bands selected as 'ones to watch'.