Music Venue Trust and The Association of Independent Promoters Formalise Commitment to Reject Unfair Practices

19 September 2025 - Press release

New Agreements Seek to End Pay-to-Play and Merchandise Commissions

 

Music Venue Trust (MVT) and The Association of Independent Promoters (AIP) have joined forces to formalise two key commitments that put fairness at the heart of the grassroots music sector.

Both have confirmed that their members remain unanimously opposed to the practice of “pay-to-play” and will continue to not take commission on artist merchandise sales — ensuring that artists performing at grassroots music venues keep more of what they earn and can perform under fairer conditions.

Through this new initiative these commitments, which have been standard practice across the grassroots music sector for many years, are now being presented as a clear and unified benchmark for the wider live music industry.

As a result, AIP and MVT are underlining their belief that pay-to-play - where artists are required to buy their own tickets to sell to fans or to pay a fee for performance slots - has no place within the grassroots music sector. AIP’s Code of Conduct already prohibits this practice, a policy that is reinforced by recent survey data from over 800 Music Venues Alliance members, which confirms an equally steadfast commitment.

Luke Hinton, Co-Chair, The Association of Independent Promoters said, “AIP fundamentally rejects the practice of pay-to-play. This unethical and exploitative model undermines the core principles of a healthy and equitable music industry. The AIP Code of Conduct strictly prohibits its members from participating in pay-to-play schemes. Pay-to-play is a predatory practice that exploits emerging artists, often leaving them in debt and demoralised. AIP is dedicated to creating a fair and transparent ecosystem for artists and promoters alike, where a shared passion for music and a collaborative spirit leads to success.”

Furthermore, MVT has reaffirmed that its 800-plus Music Venues Alliance members do not and will not take commission on artist merchandise sales. For grassroots artists, merchandise income is a vital part of sustainable touring, and the sector is united in ensuring those revenues remain fully with the artist.

By formally codifying these commitments, MVT and AIP are setting out a benchmark of transparency and fairness that they hope will shape the wider live music ecosystem moving forward.

Beverley Whitrick, COO, Music Venue Trust said, “the grassroots sector works because of the partnerships between venues, promoters, and artists. Practices like pay-to-play and merchandise commission undermine that partnership and exploit the very talent we are all here to support. We are proud that our members have taken a united stand against these practices and are setting a clear standard of fairness for the wider industry to follow.”