How Hospitality Can Help Emerging Artists

The UK is home to some of the most iconic voices in music - artists who have gone on to become global superstars. Think of names like Amy Winehouse, The Beatles, and Sade. Each has a distinct sound that is recognised across the world.

But that level of success didn’t happen by chance. As we see their names come up on our playlists, it’s important to remember where they started.

Every iconic artist begins somewhere in hospitality - often in a bar, the local pub, or an overall intimate space. These are what we call seed venues, and they are the foundation of every musician’s journey.

Yet today, hospitality venues remain one of the most underutilised and underfunded areas of the music industry. Many venues choose not to book live entertainment because they don’t see the value - but in reality, they couldn’t be further from the truth.

In this piece, we explore how hospitality can support emerging artists and why they are crucial to the future of the live music industry.

‍

The Lack of Venues 

The number of opportunities available to emerging artists is moderately low. Data from The Live Music Index highlights the scale of the issue. Over a third of emerging artists 36% say they struggle to secure enough performance opportunities, while 95% describe pay as low and work as inconsistent. 44% report that the shortage of accessible venues is a key reason they are unable to pursue music as a full-time career.

For many artists, live performance is more than just a way to gain exposure - it’s an essential income stream. Around 59% rely on gig earnings to support themselves financially. Yet without regular access to stages, this income becomes unstable. As a result, emerging artists face ongoing challenges in building both sustainable careers and long-term progression. Over time, this lack of opportunity doesn’t just impact individual musicians - it also reduces the diversity, creativity, and overall vibrancy of the live music scene.

‍

How Venues can help

This is where hospitality comes in and where they can truly make a difference.

By simply booking live music, venues become a crucial part of an artist’s journey. They provide a platform to perform and develop, a chance to build confidence and experience, and an opportunity to grow a fanbase.

In many ways, venues are the gatekeepers of opportunity. Without them, artists don’t have a stage.

There is also a clear financial benefit for musicians. The Live Music Index reports that on average, performers earn around £140 per gig and £24,948 per year. For GigPig artists, this rises to £177 per gig and £30,816 annually. That's around 49% higher than the average reported by the Musicians’ Union. This shows that when venues actively support live music, they’re not just filling a slot, they are directly contributing to an artist’s livelihood and long-term career.

‍

How GigPig Can Help

GigPig connects artists directly with venues, eliminating the need for traditional booking agents and costly administrative fees. Our platform streamlines the entire booking process, offering faster payments, easy calendar management, and powerful tools to discover new gig opportunities.

With a vibrant community of  20,000 artists across diverse genres, there’s always fresh talent and exciting performances happening. Whether you’re a seasoned musician or just starting out, GigPig gives you the chance to showcase your skills, grow your audience, and take control of your music career - all in one place. 

‍

Testimonials: 

Rosie Charles, Soloist: “I’ve had so many opportunities with you guys. I’m so grateful you’ve allowed me to have a steady income through making music and performing. I love the new app, it’s so simple and easy to use.” 

Antonia Lallement, Marketing Manager. Nell’s Pizza/Common & Co: “GigPig has changed the way that we work, we can be a lot more efficient,  plan ahead, program 6 months in advance, and streamline our processes. GigPig allows us to focus more on promoting the events rather than worrying about the logistics of it. Not only are they helping hospitality, they’re helping artists as well.” 

Pippa Crossland, Soloist: “The opportunities I’ve had through GigPig are endless. I’ve been able to perform at so many venues and meet so many people all because of the GigPig platform.”

DJ Sporco, DJ: “The opportunities I have gained through GigPig have allowed me to be more active in the scene and travel more doing the things I love.”  

By working with platforms like GigPig, venues can make this process simple. Finding, booking, and managing artists becomes easier, allowing venues to focus on creating great experiences while supporting emerging talent.

At the same time, venues position themselves as more than just places to eat and drink, they become cultural hubs champions of new music. 

‍

Rounding up

Hospitality plays an important role in supporting emerging artists. They give musicians the chance to perform, to grow, and to share their music with real audiences. Without these spaces, many artists simply wouldn’t get the opportunity to be heard.

By embracing live music, seed venues don’t just support artists, they help shape the future of music itself. They provide a platform for both local and national talent, ensuring that the next generation of artists has somewhere to start.

Because every great artist begins somewhere, and more often than not, it starts in hospitality.

‍