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Music Venue Trust announces Coca Cola partnership

By | Published on Wednesday 9 August 2023

The Music Venue Trust has announced a partnership with Coca Cola which will see the drinks brand support the grassroots music community through various initiatives.

The first is a series of gigs headlined by Casey Lowry which will kick off at Moles in Bath and finish at KOKO in London, calling off at a number of grassroots music venues along the way. People will be able to win tickets for the shows by buying cans of Coke Zero or Coke Zero Cherry in Co-op shops.

Says Paul Hiskens, Associate Director Partnerships & Sponsorships at Coca-Cola Europacific Partners GB: “Coca-Cola has a wealth of historical involvement in music and this summer has seen us give music fans a number of epic experiences at festivals across Europe”.

“But”, he adds, “we recognise that the festival artists of tomorrow need to play in the grassroot venues of today and by partnering with Music Venue Trust we will help support the venues in a number of ways moving forward”.

“In our first activity we have funded a series of gigs to allow venues to raise funds”, he goes on, “alongside giving fans of Coke Zero an unforgettable night out – and we hope that they continue to support these venues ongoing, as we will”.

Confirming the alliance from MVT’s side, CEO Mark Davyd states: “This is the start of an incredibly important partnership with Coca Cola which we hope will bring support to grassroots music venues right across the country”.

“Every local community deserves access to an excellent live music experience right on their doorstep. This project demonstrates how MVT can work with great partners to make that happen and keep music live right across the UK”.

And Lowry says of the upcoming tour: “If it wasn’t for grassroots music venues, I wouldn’t have a career in music. They provide a springboard for every emerging artist and keep the culture alive”.

“Having Coca-Cola on board with MVT will have a huge impact on keeping these awesome indie venues alive and helping the next wave of music come through. We should celebrate this! It’s a huge deal and I feel honoured to be playing”.