New report shows independent promoters as vital champions of local talent - but under threat

16 May 2025 - Press release

First of its kind AIP Report details composition, contribution and struggles of independent promoters in the UK.

Most survey respondents showcased local talent in over 51% of their events in 2024.

But 55% supplement their income with other work.

The Association of Independent Promoters (AIP) has released its first comprehensive report highlighting the composition, vital contribution and challenges of independent live music promoters in the UK.

The report is the result of a comprehensive survey distributed to the association's membership of 150 promoters. It is the first of its kind to spotlight the vital role of independent promoters in the UK music scene, celebrating their work in providing a platform for local, national and international artists, as well as shining a light on the many hurdles the grassroots community is facing and their hopes for a more stable industry.

In particular, the report reveals independent promoters to be a keystone in the support and elevation of local talent. All respondents programmed local artists to some degree in 2024, with 26.42% featuring local acts in at least a quarter of their shows, and 51% featuring local artists in at least 51% of shows.

The data shows that 36% of promoters run over 100 gigs annually, including 19% who programme more than 200 gigs a year. This high output comes despite 34% of promoters reporting a decline in income over the past year.

Despite their crucial role in the live music ecosystem, 69% of promoters receive no external funding, with the vast majority taking on significant financial risk. 55% supplement their income with other work.

57% of those that answered the AIP survey noted that their mental health has been significantly or severely affected by their work.

Among the challenges faced by independent promoters is the UK's cultural VAT rate of 20%, which is substantially higher than European counterparts (Belgium 6%, France 5.5%, Italy 10%, Germany 7%).

The report also highlights a diversity challenge, with 84% of respondents identifying as men and only 14% as women. Additionally, 89% of promoters identify as white, indicating significant room for growth in representation.

In response to this particular threat, the AIP is to launch a UK promoter diversity database in September, and is currently encouraging sign-ups from UK-based live music promoters, including those who are women/non-binary, LGBTQI+, neurodiverse, d/Deaf and disabled and ethnically diverse, via this form.

The report underscores promoters' dedication despite difficult circumstances: 64% report having no access to formal training, yet 36% have offered to mentor others in the industry. Over half of respondents are working 5+ days per week on promotion, with 55% needing to supplement their income with other work.

AIP Co-Chairs Anna Moulson and Luke Hinton said: "This report is a really clear snapshot of the UK's independent music promotion sector at present, detailing the many challenges we are facing but also the important part we play in artist development and the music industry eco-system. We'd like to thank AIP's members for their help in putting this report together, and the candid responses that make it so valuable. This is the first edition of what will become an important ongoing health check for the sector - one that we hope will highlight our needs and help us thrive in challenging circumstances."