Launching a ‘bold and exciting’ new era, Braehead Arena has announced that it is dropping all commissions and fees previously applied to artist merchandise sales at shows.
The move explicitly aligns the venue with performers’ interests – and is likely to make the 5300-head gig space much more attractive to touring acts.
It also positions Braehead as the largest venue in the UK to answer the music industry call to drop fees on gig merchandise.
The Arena – home of the Glasgow Clan ice hockey team – has partnered with Ghostwriter Consultancy & Events to develop a programme of live music, entertainment, comedy and sporting shows and events.
Previous shows in the space have included Oasis, Alice in Chains, Paul Weller, Kelly Clarkson, INXS, Blondie, SUM 41, Bob Dylan, Jean Michele Jarre, Snoop Dog, Blink-182 and Beyoncé.
With its renewed focus on live music, the venue is aiming to bring in even more big names.
New CEO Russ Smith said that it was vital that larger venues in particular throw their weight behind supporting artists to safeguard the future of live music.
Russ said: “Braehead Arena is the perfect venue for artists on their way to the very top of the game – with a capacity of 5300 we are a vital bridge from theatre scale to the biggest arenas and stadiums.
“With the nature of record deals in the streaming era, we understand that merch has become an essential income source for artists at all levels,” said Smith.
“It’s important that we demonstrate we’re really for music and for musicians – we are not just trying to jump on a trend. We really care about this.
“That’s why we have taken the decision to drop all fees and commission charges on merch sold here by or for artists playing the Arena.
“We hope this commitment will help ensure a bright future for music and musicians, especially here in Scotland where there’s so much talent we should all be proud of.”
The venue is also adding an optional £1 donation to every ticket sold for all live music shows, which will be donated in full to the Live Trust to help grass roots venues and artists survive.
Smith said: “Including the optional £1 donation is about making sure the incredibly rich culture of music in Scotland in particular is protected and encouraged.
“By supporting smaller venues our gig goers will be helping future stars take those early steps on the pathway to headlining arenas like Braehead.
“It is very much an optional donation though,” he stressed. “I know times are tough for everyone right now but hope fans will see the benefit of adding the extra £1 – we offer free parking for all shows here which may help.”
Ghostwriter Consultancy & Events manage venues around the UK and are committed to the fee-free merch sales pledge at their other sites too.
Commercial director Carl Bathgate said: “We are extremely proud to be the live music partners of Braehead Arena as it fills a clear gap in terms of capacity in Glasgow.
“Our aim is to deliver a much-needed versatile space that provides more opportunities for artists at this level to connect with their fans and create unforgettable live experiences.
“As the first arena in the UK to adopt our model, Braehead joins our growing family of venues committed to supporting artists by not charging commission on merchandise sales,” said Bathgate.
“With rising costs of touring and the shift to streaming, artists depend more on merchandise sales to let them earn money and continue touring.
“We’re firmly committed to doing everything we can to support artists, promoters and our customers, helping to sustain live performance as a vital and accessible part of the music industry.”
Ghostwriter’s head of venues, Helen McGee, added: “We’re delighted to partner with Braehead Arena and firmly believe there is a real need for a venue of this scale in Glasgow.
“As a member of the Music Venue Trust board, I’m especially pleased to see a venue of this size recognise the pivotal role that grassroots venues and the wider community play in the development of artists and industry professionals at every level.”
The Braehead retail and leisure complex currently attracts 16.3 million visitors annually, benefiting from motorway and airport access, ample free parking and a wide variety of pre-event on-site dining options.
