Jack Daniel’s has been confirmed as the first key partner to join the Music Venue Trust’s (MVT) Grassroots Investor project.
The project is a two-phase strategic intervention in the grassroots music circuit, designed to prevent venue closures with direct investment into at-risk venues.
“We’re really proud to be one of the founding members of the Music Venue Trust’s Grassroots Investor programme,” said Jack Daniel’s senior brand manager Michael Boaler. “Jack Daniel’s has always had a strong affiliation with music and we’ve been doing a great deal of work over the past few year supporting local venues because we believe that music is best enjoyed live.”
The Music Venue Trust recently launched its new website to allow audiences and artists support Grassroots Investor.
“Jack Daniel’s support for this project is a vital first step in realising the ambition for UK grassroots music venues,” said the Trust’s CEO Mark Davyd. “With Grassroots Investor, everybody who has an interest in this sector can work together to maximise impact through strategic, sensible and sustainable investment.
“Instead of the piecemeal approach of the past, it’s time to address the whole grassroots circuit and give their work the respect and value it deserves.”