Homegrown Hero: Sam Fender Donates Mercury Prize to Support Grassroots Music

It’s been just under a month since Sam Fender received the Mercury Prize here in his hometown, a moment that saw community pride and regional spirit bursting at the seams. It felt like a defining celebration, not just for Sam, but for the North East as a whole. Today, that moment has grown into something even more powerful. Sam’s decision reminds us why these industry milestones matter, because they can shine a light on the foundations that make musical success stories possible.

When Sam announced he would donate his Mercury Prize winnings to the Music Venue Trust, it struck a powerful chord across the UK music community. His gesture was more than symbolic, it was a statement about the importance of protecting the spaces where artists' careers truly begin.

"The idea that money from shows in big venues supports the smaller venues, where it all starts for musicians like me, is just common sense," Sam Fender has said.

Grassroots venues sit at the heart of the UK’s cultural ecosystem. They are where artists test their first songs, where promoters cut their teeth, and where audiences discover their next favourite act. Yet these spaces continue to face extraordinary challenges. Rising costs, declining footfall, and fragile local economies mean many venues are struggling. A recent MVT article shared since the start of 2023, more than 150 of these venues have permanently closed their doors – about 16% of the entire UK sector.

"I wouldn’t be doing what I am doing today if it wasn’t for all the gigs I played around the North East, and beyond, when I was starting out," said Sam Fender. "These venues are legendary, but they are struggling."

The Music Venue Trust has been a vital lifeline, advocating for fairer business rates, new funding models, and community ownership schemes to protect independent venues from closure. Sam’s donation not only boosts that mission but also draws national attention to the realities behind the live music headlines.

His roots in the North East give this moment extra resonance. Like countless artists before him, Sam's journey was made possible by small stages, passionate promoters, and communities that believe in the power of live music. His choice to give back underscores a truth the industry can’t afford to ignore. Without sustainable grassroots infrastructure, the future of live music itself is at risk.

Sam’s generosity is a timely reminder that supporting local venues, whether through policy change, audience action, or artist advocacy, is essential to keeping the UK’s musical ecosystem alive, diverse, and open to all. It’s also at the heart of what Generator continues to champion: empowering local scenes, supporting the next generation of talent, and ensuring the grassroots scenes have the support they need to thrive.

Through collaboration and conversation, we’ve begun to address the challenges venue are facing, and across our Mercury Fringe activity, we were able to start those vital discussions and shine a spotlight on the incredible grassroots scene right here in the heart of the North East. This is just the beginning of that journey - a collective effort to strengthen the foundations of live music, together.