In the wake of the record-breaking Oasis and Taylor Swift tours, it would be easy to think the only problem with live music is the exorbitant cost of tickets.
The Challenges Facing Grassroots Live Music
Sadly, that’s not true. On their first UK tour in 1994, Oasis played at 34 grassroots music venues (GMVs); 67% of those venues have now closed.
Hopefully, for GMVs, change is coming thanks to the great work of the Music Venue Trust. After prolonged government lobbying, there is now a policy in place that requires a financial contribution to support small venues for every ticket sold at a large stadium or arena show.
However, the problems facing live music are not just limited to live venues. Seventy-two (72) UK music festivals announced postponement, cancellation or permanent closure in 2024. Alarmingly, that number has doubled from the previous year. (AIF).
Chai Wallahs Plan for Change
It’s clear something has to change, and Chai Wallahs have a plan. This renowned independent music venue and collective, which made its name as a touring stage at UK music festivals, wants to disrupt the status quo with a focus on collaboration and fairness.
In fact, it was less of a want and more of a need! They recognised their future was becoming increasingly unsustainable, and if they were going to survive, they had to do something different, so they hatched a plan to protect the future of live music.
Introducing ‘Where It All Began’
Where It All Began is a new breed of music festival set for the 18th-21st June 2026. The festival is designed to welcome between 5,000 and 8,000 music-loving festivalgoers, maintaining an intimate and comfortable atmosphere across a thoughtfully planned site.
It’s timed to celebrate the Summer Solstice and the official start to the UK festival season. Fittingly, the festival will be held on the renowned festival site of Secret Garden Party, the festival that inspired a wave of creativity across the UK.
What’s different about ‘Where It All Began’? The belief is simple. Together we’re stronger. If you are an independent venue or an independent festival struggling to survive on your own, why not join forces with Where It All Began to share the burden of production costs? By combining voices, loyal fans, and mailing lists, Where It All Began aims to provide a central destination for new music discovery next summer.
The Where It All Began’ Difference:
- A not-for-profit initiative with no shareholders, every penny goes straight back into seeding and sustaining the grassroots community.
- Fair pay and opportunity for grassroots artists, by providing quality performance platforms, removing inflated high-profile artist fees and upholding MU (Musicians’ Union) pay standards.
- Shared benefits model for all participating partners. Allowing struggling venues, festivals and promoters to generate income without stress and financial risk.
- Collaborative approach to programming, resulting in a line-up of the finest independent and emerging artists from across the nation and beyond.
- A higher artistic budget for grassroots programmers. Utilising the VAT cultural exemption to boost artist budgets, funding richer creative content and higher production values.
- Affordable pricing for audiences, driven by savings generated through collaboration, resource sharing and supportive partnerships with industry suppliers.
- Pathways to Industry initiatives, including the creation of a youth-led venue, in partnership with Leeds Conservatoire, BIMM Music Institute, Festival Lab, and Diplomats of Sound CIC.
- Inspiring and supporting the next generation of creatives through incentive-based and meaningful opportunities to engage with live music and the grassroots industry.
The Funding Model
‘Where it All Began’ will initially be funded through a scalable, crowdfunded model, expanding its capacity, partnerships, and programme in direct proportion to the funds raised. The ‘Where It All Began’ Crowdfunder is now live and is inviting music fans and supporters to become part of this exciting new movement. Show your support here.
What to Expect at The Festival
The festival will focus on delivering high-quality production values, an immensely eclectic live and electronic music program, comfortable, intimate venue spaces, exceptional street food, an array of independent brews, and a carefully crafted cocktail menu that’s been years in the making. With at least seven stages varying in scale and style. Chai Wallahs will serve as the central gathering point, a boutique-esque melting pot of sound and community. The layout ensures ample space to explore and enjoy the beautiful surroundings, with no sound clashes, clean amenities, and a focus on comfort, flow, and connection throughout. The intended result, a vibrant, refreshing and rewarding environment with something for every taste, where everyone is welcome and a good time is guaranteed.
Guided by festival veterans and industry organisations, ‘Where It All Began’ aims to ignite a nationwide movement, one that champions creative discovery and cultural enrichment. Supporters of this initiative aren’t just securing an unforgettable festival experience at exceptional value; they’re actively helping to safeguard the UK’s creative and cultural landscape for generations to come.
Industry Backing
Where It All Began is much more than a pipe dream. It’s already sceured the backing of Arts Council England, Music Venue Trust, Association of Independent Festivals, Secret Garden Party, Save Our Scene, The Beat Goes On, and a growing list of national partners including Leeds Conservatoire, BIMM, Festival Lab, Tobacco Factory Theatres, The Jam Jar, The Trinity Centre, Clwb Ifor Bach, Magnetic Live, Hootanannys, The 100 Club, The Fox and Firkin, Woodburner, Band On The Wall and Brudenell Social Club.
“We are proud to support ‘Where It All Began’ – an ambitious and essential initiative that will play a crucial role in sustaining independent festivals and venues for years to come. ‘Where it all Began’ offers a collaborative solution by providing struggling independent festivals with a platform to programme stages, retain their brand identity, and engage new audiences. John Rostron, CEO of AIF (Association of Independent Festivals)
If you love live music and want your children to continue to experience it, please show your support by visiting their crowdfunding link below.
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