Birds Eye are bringing fun and sun to supermarket freezers with ‘Win Trips With Chips’.

Created by Cat Among The Pigeons, this major on-pack promotion teams up with Jet2holidays to offer shoppers an unforgettable summer experience. ‘Win Trips With Chips’ will run across millions of packs of Birds Eye chips, waffle fries, and dippers until June 2025, connecting with consumers during a key time for planning family holidays.

The promotion features 10x all-inclusive holiday prizes to be won, each worth £4,000. To further capture attention, Cat Among The Pigeons has introduced a unique prize giveaway of Chip Flops—pairs of sandals designed to be the talk of social media this summer. In addition, 1,000 lucky runners-up will receive a £10 OFF Birds Eye coupon, encouraging shoppers to explore the wider range of Birds Eye frozen meals.

Adding even more value, EVERY pack also features £70 OFF your next Jet2holidays booking to be claimed when you enter at www.birdseyetripswithchips.co.uk.

Paul McGann, founder at Cat Among The Pigeons adds “Families still want great taste AND value with their weekly food shop and this new promotion really delivers. Birds Eye chips, dippers and waffle fries are firm family favourites and alongside Jet2holidays, they feel like the perfect summer partnership. The campaign features some exciting freezer takeovers in-store and online and we’re confident ‘Win Trips With Chips’ will bring more fun and sunshine to the frozen category.”

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Dale Farm has always looked for ways to sprinkle a little extra joy into everyday moments, and their latest on-pack promotion across the ice cream range is no exception. But in a category where great taste alone isn’t enough to stand out, the challenge was clear: how do you turn a family treat into a moment they’ll remember long after the tub is empty?

That’s the thinking behind ‘Win Fun Family Days Out’—a six-month on-pack campaign designed to bring Dale Farm’s ‘Delicious Little Wins’ platform to life. The promotion rewards purchases with the chance to unlock real-world family experiences, connecting the product directly to the memories that matter most.

In Northern Ireland’s competitive ice cream market, this wasn’t about simply adding a prize mechanic. It was about embedding emotional relevance into the purchase decision, aligning the incentive with what truly resonates for Dale Farm’s audience: time together, not just treats together.

To ensure the promotion stood out on shelf and connected at home, Dale Farm partnered with Activation, the agency behind the creative execution. Activation delivered a packaging refresh that positioned each tub as a gateway to family fun, while also developing a dedicated promotional website to keep participation simple, intuitive, and engaging.

As Activation puts it: “This promotion is more than just a competition. It’s a strategic effort to build a stronger emotional connection with Dale Farm’s core audience. By offering experiences, we’re creating moments of joy that go beyond the product itself—helping to drive immediate sales and, crucially, long-term brand loyalty.”

It’s a reminder of why on-pack promotions remain such a powerful lever for brands looking to cut through the noise, not by adding offers, but by adding real value. Because loyalty today is no longer about locking customers in. It’s about building a network of benefits they wouldn’t want to walk away from, rewards that feel relevant, experiences that feel personal, and partnerships that fit seamlessly into their lives.

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• Club Peroni presents innovative way to reward premium beer drinkers
• Thousands of prizes such as tickets, money-off coupons, free drinks, merchandise and experiences will be available this year

London, UK – 14^th April 2025 – Peroni Nastro Azzurro, the UK’s most loved lager brand,[1] in collaboration with marketing partner agency Savvy Marketing, has launched Club Peroni, a new always-on rewards programme.

Club Peroni enables consumers to collect points by buying Peroni Nastro Azzurro in both the on and off trade. These points can then be exchanged in the ‘Reward Shop’ section of the website for a variety of prizes, including a chance to win event tickets or receive money-off coupons, free drinks, merchandise and experiences.

Peroni Nastro Azzurro is tapping into clear consumer demand with the launch of Club Peroni—a new loyalty programme tailored to reward and engage its discerning audience. With 88%[2]  of Peroni drinkers stating they’d join a loyalty scheme from their favourite drinks brands, the appetite is already there.

Retailers and outlets will also benefit from integration opportunities with Club Peroni, unlocking tailored promotions like money-off offers, alongside access to valuable, data-driven insights.

Rob Hobart, Marketing Director at Asahi UK, said: “Club Peroni has been carefully designed to enhance retailers’ existing loyalty programmes. The scheme works behind the scenes without adding extra steps for consumers or our trade partners. It complements existing loyalty programmes by driving more engaged shoppers to stores, handing off seamlessly to their systems, and increasing sales opportunities.”

Taj Sur, Business Director at Savvy Marketing, said: “Today’s consumers expect more personalised, one-to-one communication and always-on rewards programmes are one of the most effective ways brands can deliver on that. It’s been a great opportunity to collaborate with the teams at Asahi UK to create a programme that truly connects with the Peroni Nastro Azzuro audience and builds lasting brand love.”

[1] Savanta Brandvue Most Loved Brands Survey 2024

[2] Source: Savvy Shopper Panel, June 2024.

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We’re pleased to welcome NeoCurrency, a leading digital reward provider, into the IPM community. With a catalogue of 2,000+ reward options spanning 50 currencies in 120 countries, NeoCurrency helps brands and agencies excite customers, motivate employees, and engage research participants. “Becoming part of the IPM community marks an exciting step for us,” says Geoff Miller, CEO & Co-Founder of NeoCurrency. “We’re excited to shape the future of promotional marketing with industry leaders who share a passion for rewarding and recognising customers and employees in new, creative ways.”

A Streamlined Portal for Global Rewards 

NeoCurrency’s online portal makes it easy to manage and deliver promotional rewards at scale—whether for instant win mechanics, prize draws, loyalty programmes, or brand partnerships. The platform allows businesses to distribute rewards in real-time, track budgets, and monitor campaign performance, helping teams stay focused on delivering results rather than managing logistics. “Our platform delivers rewards anywhere in the world, within seconds,” Miller explains. “That means more time spent on building strong engagement strategies—and less on the administrative side of reward fulfilment.” 

Flexible Options for Any Audience 

NeoCurrency’s Reward Choice gives participants access to 25–100 popular brands, including Apple, Starbucks, Google Play, Nike, and Xbox, across GBP, EUR, USD, and CAD. This flexibility allows brands to offer meaningful, widely appealing rewards without the need for guesswork. For businesses looking to create a more tailored reward experience, NeoCurrency also helps integrate partner-branded rewards into promotional campaigns. Their platform simplifies the process, handling approvals, creative assets, and distribution, so brands can focus on execution while delivering engaging, results-driven incentives. 

“We’ve seen how the right rewards inspire both customers and employees to engage more deeply,” adds Miller. “Whether it’s a gift-with-purchase promotion, an instant win game, or a new loyalty scheme, unique incentives create a memorable experience—one that keeps people coming back.” 

To learn more or request a demo, visit neocurrency.com and discover how their global catalogue of digital rewards could benefit your business. 

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January often comes with a shift in consumer habits—out with indulgence and in with healthier choices. Tilda’s latest campaign, ‘New Year’s Rice-olutions‘, turns this annual reset into an exciting opportunity, blending vibrant flavours with convenience to inspire better meal habits for 2025.

Launched on 30th December, Rice-olutions builds on the success of Tilda’s 2024 Ta-daa! campaign. This time, the focus is on driving engagement with a creative off-pack promotion designed to resonate with time-pressed shoppers. The campaign showcases Tilda’s microwave range—including pouches, Tasty Sides, and the latest rice pots—positioning these products as the ultimate solution for quick, balanced, and flavour-packed meals.

Turning Resolutions into Rewards

At the heart of the campaign is an exciting incentive-led promotion designed to engage consumers during the critical New Year period. Rice-olutions taps into the growing consumer demand for experiences and holistic wellness with a mix of aspirational and practical prizes:

• Weekly experience vouchers encouraging consumers to try something new, whether it’s a cooking class or an adrenaline-pumping activity.
  
• Daily giveaways such as gym passes, Audible subscriptions, and meal plan gift cards, aligning with wellness goals while keeping the campaign accessible.

Creative agency Activation has orchestrated a bold multi-channel approach to maximise the reach of Rice-olutions. The campaign spotlights Tilda’s microwave range—pouches, Tasty Sides, and rice pots—through a comprehensive retailer media plan that includes eye-catching online banners, competition barkers, and high-impact retailer magazine features. Complementing this, the campaign leverages BVOD to showcase vibrant meal ideas, while an engaging suite of social media content energises Tilda’s channels. Running until 28th February, Rice-olutions ensures Tilda stays top of mind during one of the most critical retail seasons.

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Poundland has launched its nationwide loyalty program, Poundland Perks, across 850 stores and online platforms, marking a significant advancement in high-street retail engagement. The app has rapidly gained popularity, topping UK app charts and amassing over 500,000 downloads shortly after its release.

More Points, More Perks – Just in Time for Christmas

The timing couldn’t be better. As we approach the festive season, Poundland is giving customers the chance to accumulate points on every purchase until December 24. By earning 1 point for every penny spent, shoppers can quickly collect perks – with 5,000 points translating to a £1 voucher. This fast-track savings strategy turns every purchase into a reward, positioning Poundland as a savings destination that doesn’t compromise on choice or convenience.

Spin to Winsday

The app introduces ‘Spin to Winsday,’ a gamified feature available every Wednesday, allowing users to win prizes, points, and exclusive perks. Additionally, Poundland Perks offers over 100 deals on popular brands such as Domestos, TRESemmé, Lynx, and Pot Noodle, ensuring substantial savings on everyday essentials.

£20 Million Tech Transformation

“This investment in our digital ecosystem is about giving customers more ways to save. We want to make Poundland a go-to for everyday savings and exceptional experiences alike.”

Tom Hill, Director of Digital at Poundland

This ambitious launch is part of Poundland’s £20 million investment in a digital overhaul, including faster self-checkouts and seamless in-store technology to enhance the customer experience. The new technology enables smooth integration with the app, so customers can easily track rewards and redeem offers with each visit. It’s a clear sign Poundland is serious about creating a streamlined, tech-driven shopping journey.

Perks On The Move

Extending beyond digital engagement, Poundland has introduced the Perks Caravan, a mobile unit touring the UK to promote the loyalty program. Offering free coffees and facilitating on-the-spot app sign-ups, this initiative blends digital convenience with community interaction, enhancing brand engagement nationwide.

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Checkout.com’s latest research on Black Friday and Cyber Monday (BFCM) trends reveals shifting consumer interests in the UK. Drawing from the broader Digital Economy: Peak Season Trends 2024 study, the data shows that bargain-hunting Brits are looking beyond traditional categories like clothing, beauty, and electronics, with new interests in air travel and health products, especially among younger generations. As British consumers gear up for peak season sales, this report offers valuable insights for marketers looking to capture attention in an ever-evolving digital marketplace.

• Air travel is forecast to see increased sales during BFCM this year, with 14% of the population intending to buy during peak season in 2024, up from just 8% saying they have purchased in peak season in the past (a 75% increase compared to previous years). Younger generations are driving this trend, with nearly a third (28%) of Gen Z (an 87% increase compared to previous years) and a quarter (24%) of Millennials intending to buy air travel during BFCM this year. 
  
• A third (32%) of Millennials are looking to buy streaming services during BFCM deals – nearly double the UK average (17%). In fact, streaming is the most popular category for Millennials ahead of usual favourites clothing (31%), Beauty (30%) and electronics (29%). 
  
• Healthcare and wellbeing is also high on UK consumers’ BFCM shopping lists, with 16% intending to buy products in this category, rising to nearly a third (29%) of Gen Z consumers. 
  
• Clothing remains the most popular category, with a fifth (21%) UK adults planning to make a clothing purchase during BFCM, almost doubling to 40% of Gen Z adults intending to buy clothes during the peak sales.  

“Traditionally Black Friday Cyber Monday deals have been focused on clothing, beauty and electronics. However, with a growing digital economy, we’re seeing this evolve. The increase in planned flight spend is fascinating – particularly when it comes to the younger generations, even in an era of conscious consumerism. Travel experiences rate high in priority and they are explored, discovered and made using social platforms. This reflects a growing cultural trend when it comes to travel – and how Gen Z takes a social-first approach to planning trips abroad.  
 
It’s incredibly positive to see how British consumers are planning to spend around health – from private medical, to investing in their own wellbeing.” 

Rory O’Neill, CMO at Checkout.com

Half of Brits Buy Gifts During Sales 

• When it comes to buying for others, UK consumers are also looking to sales to purchase gifts. Half (50%) of Brits are now buying presents for their partner when they see a bargain. 
  
• Two thirds (34%) of this group buy gifts for their partner all year round when they see a bargain, with the remaining third (16%) specifically waiting for BFCM to buy gifts for their partner.  

“While BFCM is still a significant shopping period, we’re also starting to see a trend towards always-on retail sales. By understanding consumer shopping habits based on spending data, merchants can tailor deals to reach specific consumers at the right time and encourage conversions. In short, every day is a peak season sale opportunity – and retailers need to remember that during this peak season.”

Rory O’Neill, CMO at Checkout.com

BFCM subscription deals emerge as a strong customer acquisition tool for merchants 

• Subscriptions are a good acquisition tool during BFCM, with half (49%) of Brits remaining subscribed after the deal ends because they wanted to keep the service.
  
• Gen Zs are the most forgetful at cancelling subscriptions, with 38% intending to but forgetting, compared to just 19% of Baby Boomers. 

Generational split on deal discovery, with TV ads losing their impact with younger generations 

• UK consumers are still fairly traditional in how they discover BFCM deals, with a third (32%) finding out about deals via TV ads, followed by browsing marketplaces (31%) and using a search engine (29%).  
  
• However, looking at younger generations, 40% of Gen Z and 43% of Millennials find out about deals via social platforms (compared to 24% across all UK adults).  

“This data speaks to the need to ensure marketing strategies are always built in mind with the right audiences in mind. Given Gen Z and Millennials are the most likely to buy during BFCM, it’s important to make sure marketing piques the attention of this group, in terms of both the message – and the channels. A tailored, not broad brush approach is always needed, as is remembering the critical role that social platforms play in engaging this community. This research is a stark reminder that merchants need to constantly review and refine their selling channels to avoid missing out on sales when targeting specific demographics with the deals that will appeal to them.”

Rory O’Neill, CMO at Checkout.com

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McDonald’s Monopoly is one of the most iconic marketing promotions in history. For 35 years and counting, this legendary promotion has had customers nationwide eagerly peeling, collecting, and hoping for their big win. Today, the UK launches the 2024 edition, offering 60 million prizes, from MINI electric cars to all-inclusive holidays. We reveal the five key secrets behind its enduring success, including immediate gratification through instant rewards, customer retention driven by collect-to-win mechanics, and a simple, nostalgic format that has woven McDonald’s Monopoly deep into the fabric of popular culture. So, let’s roll the dice, ‘pass GO,’ and unlock the winning formula behind this fan-favourite promotion!

Why Has McDonald’s Monopoly Become So Iconic?

1. Instant Wins Keep the Momentum

At the heart of this promotion is the thrill of instant gratification. The ability to win a free drink, fries, or dessert immediately keeps customers engaged. Unlike promotions that involve lengthy forms or long wait times, McDonald’s delivers rewards on the spot, perfectly aligning with the fast-food model—It’s fast food meets fast rewards.

 “There is nothing quite like that feeling of winning with the Monopoly Game at Macca’s – the surprise of finding a winning ticket, the anticipation as you wait for your prize to be revealed, and the rush of joy as you finally complete a property set or get an instant win to perk up your day.

Tobi Fukushima, National Marketing Manager for McDonald’s

2. Driving Repeat Visits

Big-ticket prizes such as cars and luxury vacations aren’t won in a single visit. The collect-to-win system requires customers to gather multiple game pieces, encouraging them to return repeatedly. This transforms McDonald’s Monopoly into a sustained event, driving foot traffic and building customer loyalty throughout the six-week campaign.

3. It’s an Event, Not Just a Promotion

For many, the return of McDonald’s Monopoly is more than just a promotion—it’s an annual event. Entire communities engage by trading game pieces, strategising on how to complete sets, and celebrating their wins on social media. Fans eagerly anticipate its return, much like other seasonal phenomena such as Black Friday or an iPhone release.

4. “Peel, Play, Repeat”

The beauty of McDonald’s Monopoly lies in its simplicity. Peeling off a sticker to reveal a prize is engaging, tactile, and addictive. Yet, this straightforward mechanic has been scaled up with billions of game pieces and hundreds of millions of prizes. Even though the chances are small, the dream of winning £100,000 or a new car keeps customers hooked. It taps into the same psychology that drives lotteries, and it works just as well here.

5. FOMO is Real

The limited-time nature of McDonald’s Monopoly leverages the powerful force of Fear of Missing Out (FOMO). Customers know that they have only a short window to collect game pieces and win prizes, which encourages frequent visits. This sense of urgency drives a peak period for sales, as no one wants to miss their chance to win big.

The Secret Sauce to McDonald’s Monopoly Success

Since its launch in 1987, McDonald’s Monopoly has established itself as one of the most engaging promotions in marketing history. Its enduring popularity stems from a winning formula of instant rewards, collect-to-win mechanics, and a simple, nostalgic format that resonates with cultural relevance and popular culture.

The “Peel, Play, Repeat” mechanic offers immediate gratification, allowing customers to win prizes like free food items instantly, which perfectly aligns with McDonald’s fast service model. The immediate rewards—such as free drinks, fries, or desserts—satisfy consumer desires for quick service and quick wins, maintaining their engagement with the brand.

A collect-to-win system adds a layer of strategy, requiring customers to gather multiple pieces to win larger prizes, transforming the promotion into an ongoing event rather than a one-time interaction. This encourages frequent return visits, reinforcing customer loyalty as participants are motivated to keep coming back for another chance to progress toward a bigger prize.

By employing a limited-time availability, the promotion taps into the powerful force of FOMO (Fear of Missing Out), driving repeat visits and boosting sales during its run. With all these elements in play, what do you think is the key to its lasting success? Is it the thrill of instant rewards, the excitement of rare prizes, the FOMO effect, or perhaps the nostalgia of this legendary brand partnership? We’d love to hear your thoughts in the comments!

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Get ready for a summer of surprises as tpf deposits prize lockers across the UK. Typically associated with dropping-off parcels, these sleek safes allow shoppers to unlock exclusive prizes tailored to the summer of sport. Over three weekends in White City, Southampton, and Liverpool, tpf will blend digital and physical interaction to increase footfall into specific retail locations and drive brand engagement.  

• 

This interactive experience demonstrates the art of anticipation in brand activation. Positioned prominently at the front of John Lewis stores, the prize lockers immediately catch the eye of incoming shoppers. To participate, simply scan a QR code displayed on the prize lockers, which provides a unique entry code. Enter this code into the screen on the prize locker and the moment of reveal arrives, holding your breath to see if you win one of the prizes provided by John Lewis partner brands. This seamless build-up, infused with the possibility of winning incredible prizes, transforms a routine shop into an exhilarating rush. 

“The importance of brands interacting with their customers can’t be underestimated. To stand out from the crowd, retailers need to engage with their customers in innovative and unexpected ways. We’ve loved working with one of the UK’s most trusted brands, John Lewis, to deliver unique prize-winning competitions in their branches across the country.” 

tpf

Maintaining brand relevance in an evolving retail landscape is crucial. By combining a physical prize locker with a digital entry process, the campaign offers a modern consumer experience. Blending the convenience of smartphone technology with the tactile pleasure of in-store shopping, this hybrid model exemplifies the next generation of promotional activities.  

The selection of prizes, provided by John Lewis partner brands, is designed to celebrate the summer of sports. With the Ooni Fyra Pizza Oven, winners can enjoy outdoor gatherings and homemade pizzas while watching their favourite sports. The Therabody massage guns are ideal for recovering from intense sports activities, while the Caudalie Oil Elixir bundle offers a luxurious remedy for self-care. This selection not only complements the sporting season, but also encourages customers to trial new products.

Through the endowment effect, shoppers participating in this activation feel a stronger sense of ownership and value toward the prizes as they interact with both digital and physical elements. This effect ensures that shoppers not only cherish their prizes but also develop a lasting bond with the brand. 

A simple yet unique scan-to-win mechanic saw prize lockers placed in prominent store locations. It was uplifting to see the delight on peoples’ faces when winning a prize. The genuine reactions exemplify the opportunity to drive true brand affinity.

tpf

The possibility of unlocking a prize drives shoppers to John Lewis stores, boosting footfall and creating a lively shopping environment. This engagement strategy not only increases immediate sales but also reinforces John Lewis’s reputation as a premier retail destination. tpf’s prize locker demonstrates the shift towards experiential retail, combining digital convenience with in-store excitement.

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Lounges.tv, a new and disruptive streaming platform backed by Simon Cowell, is now a proud member of the IPM. The disruptive new business model allows fans and followers to discover, interact with, and support the creators they love.

Since Lounges.tv launched last year, it’s helped thousands of artists and creators earn money and connect with fans. The platform is home to a diverse range of creators, from musicians, comedians and chefs to educators and fitness trainers. It’s a space where creators curate and share their content through live, interactive streaming, video-on-demand and one-to-ones, via their own channels or ‘live lounges’.

From the viewers’ perspective, Lounges.tv is a place where they can find exclusive content (i.e. content not available anywhere else) from their favourite creators on their individual Lounges channels, and interact with these creators. They can take part in livestreamed events, watch video-on-demand, and request one-to-one sessions (two-way streaming) with creators. During livestreams, viewers can interact with creators via web chat, can send tips – visible to other viewers as well as to the creator running the livestream – and can even be invited to take part in a livestream (i.e. ‘come on stage’).

In addition to Simon Cowell, the streaming platform is backed by Prince’s former manager Kiran Sharma and BBC iPlayer founder Ben Lavender. It has fruitful partnerships with several innovative companies including: C-Screens, Ocean Outdoors, Time Machine Capital Squared, and The Outernet.

What sets Lounges.tv apart from other streaming platforms?

Whereas many streaming platforms rely on a conventional revenue model, Lounges.tv offers a pioneering, creator-first revenue model. Specifically, the platform gives creators access to a pay-per-view paywall (viewers pay to watch video content), tipping revenue model (fans can tip during live performances), and ticketing revenue. Creators keep 80% of their streaming income, and are paid within 24 hours of their content being made available on their Lounges.tv channels.

Another way Lounges.tv is a truly interactive platform where creators create their own communities or “live Lounges”, and invite followers on their social media channels to Lounges.tv for longer-form, exclusive content, e.g., livestreams and video-on-demand. Creators manage their own channels – they are in the driving seat – and can choose to monetise as much of their content as they wish. The fact that they are rewarded fairly (80% of revenue) motivates creators to use Lounges for their best content.

What the Lounges.tv team says:

“What really drew me in to this platform is that it supports emerging talent. The artists literally get paid within 24 hours and take 80 per cent of the revenue – brilliant.”

Simon Cowell

“Musicians, comedians, educators and any other kind of content creator are having a hard time now. At the heart of Lounges.tv is our creator-first revenue share model. We want to enable creators to move away from an unhealthy obsession with meaningless reach and follower numbers, and instead to a focus on meaningful and true fan engagement. This is how creators will be rewarded fairly, and this is what will motivate them to create content and fulfil their potential.

Craig Gardner, Lounges.tv Co-founder and CPO

“One of the things we wanted to do when Craig and I set up Lounges.tv was support musicians – and creators more generally – in making a living. This is also why Simon Cowell – the ultimate champion of talent – has backed our company.

“There’s a wealth of talent out there and we believe that – whether you’ve got 10 followers or 100,000 followers – you should be able to generate income from your hard work and creativity.

“I find it really heartening to hear incredible artists talking about how the platform has made a difference to their lives – and to their bank balances. This is exactly what we set out to do when we created Lounges.tv. It’s our mission to democratise content creation – and that means making sure that talented creators have access to a have a fair platform where they can share their content, get discovered and make a living.

“The creators who join us know that the platform represents an exciting departure from the conventional ad-centric model that values creators according to how many ad views and followers they can amass. We are in the business of making sure that talent that gets rewarded, which is why we don’t rely on ads but instead give creators a number of fan-funding options – tickets, tips or pay-per-view. It’s so great to see artists taking control!”

Scott Green, Lounges.tv Co-founder and CEO

How exactly do creators get earn revenue on Lounges.tv?

There are three ways creators can get funded by fans and followers via the platform. Importantly, creators can choose not to charge for specific events or video-on-demand – they have full control of their channels or ‘live lounges:

• The tipping function, which allows viewers to make financial contributions (tips) to artists during their online performances (it’s fun for creators and viewers see the tips and tippers flagged during the live chat)
• Ticket sales for creators’ online gigs/livestreams
• Pay-per-view for any video content that creators share via their Lounges.tv channels.
• Profile tipping – earnings revenue does not stop when the creators are not live; viewers can tip via creators’ profiles.
• One-to-ones

The harsh reality of the music industry in statistics – calling all music venues!

Research shows 54% of musicians in the UK earn an annual income of less than £21,000, with many (44%) saying a lack of income means a career in music is ‘unsustainable’*¹. Among content creators more broadly, it is becoming harder than ever for them to get their work seen online. With a staggering 3.7 million new videos flooding YouTube*² and 34 million TikToks uploaded daily*³, almost three quarters (72%) of content creators say they made less than £393 ($500 USD) in the last 12 months*⁴.

Artists are not the only ones facing challenges – the UK’s grassroots music venues are closing at an unprecedented rate, according to a report from the Music Venue Trust*⁵. In 2023, 125 venues have closed – a rate of two per week. And 38% of the venues that are still open report making a financial loss in 2023, despite seeing an increased demand for tickets.

It’s against this industry backdrop that Lounges.tv is aiming to shake up the content creation industry, to the benefit of creators – and venues – who want to livestream to a broader audience, get discovered and earn money. The music industry has changed a lot over the last fifteen years, driven of course largely by streaming and digital technology, but we don’t want this to be at the expense of live venues. We all want venues to stay open – this is important for artists and important for fans. We’d encourage more venues to come on board and embrace the positive aspects of these changes. Step 1: set up livestreams of your events!

Lounges.tv is a sanctuary for talented content creators, and works with them to ensure they receive the recognition and rewards they deserve. Lounges.tv is the future of the content creation industry and things are moving fast – so watch this space!

Discover more here: https://lounges.tv

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