'Without small venues, artists don't get seen'

Sam Ryder, a well-known singer and songwriter, began his music journey by performing in pubs and small venues. He has a friendly look, with shoulder-length strawberry blonde hair and a beard, and he often wears a denim jacket. Sam is excited to return to these smaller stages, hoping that people will come out to see him play. Recently, he was named the head of gigs by Greene King Pubs, a role that lets him help more people access live music and discover new talent across the UK this summer. Sam believes that the music scene in the UK is very powerful, but it all starts in small venues, not big arenas. He says it is important to support these places because they help new artists get noticed and keep the music culture alive.

Sam points out that going to big concerts can be very expensive. Research from Greene King Pubs shows that the average ticket price for a popular UK artist is about £100. Fans also have to pay for travel, hotels, food, drinks, and sometimes childcare, which can make the total cost feel like buying a festival ticket just to see one artist. Sam says he is not criticizing artists for their ticket prices, but he is worried that people are forgetting how important small venues are. Without these places, new artists do not get the chance to perform and build their careers.

As part of his new role, Sam will surprise customers at a London pub with a special headline performance. This event is part of a larger project by Greene King Pubs, where nearly 800 acts will perform in pubs across the UK on Friday. Their research found that 47% of people in London missed out on live music last year because tickets were too expensive, and this number was even higher among young people aged 21 to 24. Some people had to cut back on essentials to afford a ticket, and others spent more on live music than on a monthly household bill. Most people surveyed said that free or local gigs are essential for keeping music culture alive, and many believe that the energy of live performances cannot be replaced. Sam, who started his career in pubs, says that grassroots music is the heartbeat of the scene and that these early gigs helped shape him as an artist. He is proud to help make live music available to everyone and wants to keep this important part of British life alive.