GiGPig’s The Live Music Index values ‘seed’ music industry at £2.4bn for venues

In this industry-first report named The Live Music Index from GigPig and CGA by NIQ, a light is shone a light on the ‘seed’ section of the music industry, which is the very bedrock of the UK’s cultural scene. GigPig heard directly from thousands of artists and venues to uncover exactly what they are experiencing on a daily basis, giving them a voice.

GigPig found that the value of this part of the industry economically adds up to £2.4bn for venues and £1.3bn for artists.

“This is incredible insight and our ambition is for this pivotal research to help all artists and venues, who form part of the ‘seed’ music industry, to attain the recognition to the UK’s cultural and economic landscape they so richly deserve,” sayid Michael Forster, CEO of GigPig.

“I hope it will pave the way for a more certain future for the UK’s up and coming musical talent and shape a deeper understanding of how they directly contribute to the success of a healthy hospitality industry.”

When people reference the live music industry, they are typically referring to ticketed gigs, events and festivals. By ‘seed’ music, that means DJs, bands and soloists playing music in venues such as pubs, restaurants, bars and clubs.

While this sub-section of the live music industry has by far the highest number of participating artists and venues, it has previously been unreported on in the UK.

The Live Music Index is the first cross-industry report on the value of ‘seed’ music to Britain’s licensed premises and musicians. It is based on two exclusive in-depth surveys conducted by GigPig with CGA by NIQ: of 511 pubs, bars and other hospitality venues that host live music, plus 291 that do not currently do so; and of 1,084 artists, made up of instrumentalists, vocalists and DJs and spanning multiple genres.

The Live Music Index has been produced in conjunction with the Night Time Industries Association (NTIA), Live music Industry Venues & Entertainment (LIVE), Pirate.com and Play Music Today (PMT).

Seed music venues: The state of play

Live music has long been a staple feature of Britain’s pubs, bars, restaurants, clubs and other licensed premises. Research for CGA by NIQ for the Live Music Index shows there are currently around 41,077 pubs, bars, clubs and other licensed venues with the potential to host events – increasing to 65,233 when sports and social clubs and other large venues are included.

These sites are the lifeblood of this country’s music scene and make an enormous contribution to Britain’s culture and economy.

GigPig and CGA’s survey reveals nearly three quarters (73%) of the venues surveyed host live music at least once a week, while nearly a third (31%) offer events between three and five times weekly.

These events generate a host of benefits, improving everything from guest satisfaction to revenue to community support. It is no surprise to find that nearly nine in 10 (87%) venues plan to increase their live music offering in the next 12 months.

Operators of these venues recognise the popularity of their live music – and the dangers of neglecting it. Nearly all (96%) say their business would suffer as a result of removing live music, with significant numbers expecting a fall in customer satisfaction (39%) and revenue (35%), a negative impact on atmosphere (31%) and a need to make staff redundant (16%) if they were to stop hosting music. It is clear that live music is central to the commercial success of thousands of licensed premises in Britain.

Seed music artists: The state of play

Musicians are vital to Britain’s cultural life and provide entertainment for millions of consumers every year. Around 43,600 musicians are active in the UK, and more than half (56%) regularly perform in the seed music scene.

These artists’ incomes vary widely, but many can earn good money from seed music performances. Average earnings are £2,079 per month or £24,948 per year – significantly higher than the averages for musicians in all sectors, as a recent study by the Musicians Union estimated average earnings to be £20,700. Artists registered with GigPig can attract even more.

There is potential for artists to earn even more. Of the Live Music Index sample, only 6% gig full-time, while 20% perform part-time – generating an average of 22% of their income from seed music scene – and 75% do so casually or as a hobby.

Around a quarter (27%) say they gig weekly, but the large majority say they perform monthly (35%) or less frequently (38%). The key takeaway here is that while some musicians are making the most of their talents in financial terms, there is lots of potential for them to perform more frequently and increase their earnings.

Helping seed music artists earn more

There are positive signs that artists are getting more opportunities to perform in seed music venues.

Nearly half (46%) of those responding to the Live Music Index survey say they are gigging more frequently than a year ago, and nine in 10 (90%) expect to perform more often over the next 12 months.

Nearly a quarter (23%) say they are being paid more per gig too – more than the 15% who are being paid less. Gigging has sometimes been seen as a temporary or precarious occupation, but it is increasingly a rewarding primary or secondary career choice.

Four in five (80%) artists think gigging in the seed sector is a worthwhile career, and well over half (59%) use gigs to top up their income from another job.

Music is a calling for many musicians, with four in five (81%) agreeing it’s their passion. However, while a fifth (20%) say they gig purely for fun, it is clear that the majority of musicians have a professional and proactive approach to performing.

With support to connect them to venues and overcome the challenges they face, they are ready to deliver engaging and profitable events for venues. The Live Music Index estimates that if all musicians were to gig in the seed music scene, they could earn an additional £400m a year, to take total combined earnings to £1.3bn.

How can seed music venues maximise their earnings and optimise the experiences of guests and musicians? Here are five Live Music Index takeaways:

1. Capitalise on demand for live music

Britain’s seed music scene is flourishing, with huge demand for events among consumers and artists alike. The Live Music Index shows how events help venues increase revenue, guest satisfaction and much more, but there is significant untapped potential to reap even more benefits.

2. Support musicians

Britain has thousands of passionate musicians who want to perform more regularly. Booking performances supports their careers and is an important investment in the country’s creative industries.

3. Discover new talent

Identifying the right musicians for live performances isn’t always easy. Online platforms like GigPig make it much easier to discover new artists and genres, match them to guests’ preferences and promote them more effectively.

Cut booking admin

Many venues are put off hosting live music by laborious processes around booking artists and managing tasks like contracts and payments. By centralising all of this work, GigPig makes it much easier and quicker to handle bookings from start to finish, freeing up staff for more commercially valuable tasks.

5. Invest in infrastructure

Many artists remain frustrated by logistical issues in seed music, like event management, sound quality and security. Developing a professional infrastructure can help venues attract more artists and guests and maximise their earnings.

GigPig is a live music marketplace empowering artists and venues to connect at scale, helping to create thousands of new gigging opportunities in towns and cities across the UK every month.

GigPig gives venues unparalleled access to thousands of artists, with all the tools they need to grow their live music offering and in turn increase customer satisfaction, footfall and revenue and gives artists a free platform to find and get booked for gigs, with complete control over when, where and how much they are paid. By transforming the way the artists and venues connect, GigPig is helping bring the joy of live music to more communities in towns and cities across the UK.