Jack Daniel’s launches REVIVE LIVE to reignite the UK’s independent music scene
Scotland’s ‘The Snuts’ have been announced as part of the Jack Daniel’s REVIVE LIVE campaign – featuring a gig at Boiler Room, Newcastle on October 23rd.
- Jack Daniel’s REVIVE LIVE is partnering with leading music industry organisations, including Music Venue Trust, Metropolis Studios and Record Store Day, to reignite the UK’s music scene and support the venues, artists, and fans who keep it alive.
- The campaign will bring unforgettable live performances to grassroots music venues across the UK, alongside exclusive Live to Vinyl sessions at Metropolis Studios with artists including Kokoroko, The Snuts and Nilüfer Yanya.
- Celebrating the spirit of independence, REVIVE LIVE will also mark Record Store Day 2026 with special events that champion local record stores and their communities
LONDON, UK – Jack Daniel’s Tennessee Whiskey has today unveiled REVIVE LIVE, a bold nationwide campaign to help protect and celebrate the UK’s independent live music scene, which is facing some of the toughest challenges in its history.
The partnership with Music Venue Trust (MVT) aims to expand the touring circuit by bringing live shows to grassroots stages across the country- crucially in towns that are not typically being selected by agents.
There will be a new series of Live to Vinyl sessions with Metropolis Studios, and support for Record Store Day 2026 to celebrate the culture of independent record shops.
One-quarter of grassroots music venues (24.9%) are under threat of closure, according to a Music Venue Trust (MVT) report. Music Venue Trust also found that the number of primary and secondary touring circuits has been falling for over 30 years.
To put this into context, the average length of tours today (11 shows) has halved, compared to 22 shows in 1994. This leaves fewer opportunities for emerging artists to perform and for fans to experience live music in their own communities.
Through REVIVE LIVE, Jack Daniel’s believes it will unite fans, artists and industry partners to create unforgettable live moments, champion emerging talent, and protect the cultural spaces where music history is made.
Eduardo Toledo, Head of Jack Daniel’s UK, said, “Jack Daniel’s has always been deeply connected to music, and REVIVE LIVE is our way of keeping it alive where it matters most, whether it is on stage, in the studio or behind the counter of a record shop. Live music has the power to create defining memories and reflects the independent spirit at the heart of both music and our Tennessee Whiskey.”
Music Venue Trust: Saving Our Venues
Jack Daniel’s launched a nationwide tour in partnership with Music Venue Trust, bringing live shows to grassroots venues across the UK earlier this year. In 2025, MVT and Jack Daniel’s have already hosted two tours, with The Hunna in April and the Fickle Friends in June.
The series will showcase talent including Fickle Friends, The Hunna, and more acts will be announced in the coming weeks. In addition to these performances at MVT venues, the Snuts will be performing at a live gig in Newcastle, also at a date to be confirmed.
By shining a spotlight on the independent venues that have shaped the UK’s music culture for decades, Jack Daniel’s and MVT say that it offers a platform for the next generation of artists to connect with audiences in an authentic, up-close setting. Their vision is that each show will be a celebration of the independent spirit, uniting local communities, music lovers and the unmistakable energy of live performance.
Rebecca Walker, Head of Live at Music Venue Trust, said, “Grassroots venues are under more pressure than ever, and without them, the future of British music is at risk. This partnership with Jack Daniel’s will help bring live music back to communities that have been missing out for far too long. Together, we will keep these stages open for the next generation of artists and fans.”
This marks the latest chapter in Jack Daniel’s partnership with Music Venue Trust. Together they have supported grassroots music through fundraising, sponsorships and advocacy, hosting exclusive shows with artists including Biffy Clyro, Hardy Caprio, Ezra Collective, Pale Waves, Maverick Sabre and Nova Twins.
Toledo continued: “Jack Daniel’s key core brand values of authenticity, independence, integrity, and originality run through the heart of REVIVE Live to help singers and songwriters push creative boundaries and develop their unique brand identities. That is our mission and one we are excited about achieving to keep the best and brightest making records in the UK for many years to come.”
Fans can follow Jack Daniel’s (@jackdaniels_uk) and Music Venue Trust (@musicvenuetrust) for artist announcements, tour dates and ticket information.
Live to Vinyl at Metropolis Studios: A New Way to Experience Live Music
Jack Daniel’s is bringing fans closer to the music than ever before with the return of its Live to Vinyl series, in collaboration with Metropolis Studios. This unique experience invites small audiences into the legendary recording space to witness intimate performances being captured directly onto vinyl in real time.
The 2025 series feature an exciting line-up of emerging talent, including:
- Kokoroko – November 15th, 2025
Following the summer release of Tuff Times Never Last, the London‑based Afrobeat and jazz collective continue to expand their horn‑driven, genre‑spanning sound. - Nilüfer Yanya – December 6th, 2025
Having released her latest album “My Method Actor” and follow up “Dancing Shoes EP” and toured the world with Alex G – and also Lorde set for November, Nilüfer continues to cement her place in the alternative world with electrifying live performances. - The Snuts – One of the UK’s most exciting live acts, with three Top 3 albums in as many years, including their No.1 debut. Now releasing music independently, they continue to deliver unique fan experiences, from headlining arenas to intimate stripped‑back shows.
Kokoroko and Nilufer Yanya sessions offer just 40 fans the chance to witness a Live to Vinyl performance, studio tour, insight into the process of making vinyl, Q&A with the band, bonus performance, hang out with the band and a Jack Daniel’s cocktail at the bar afterwards. Fans will also have the limited-edition vinyl sent to their front doors.
The Snuts will also host a very exclusive evening of music for Music Venue Trust, all ticket proceeds going to their “Liveline Fund”, further details to be announced soon.
Fans can secure their spot at these exclusive sessions via lottery by following Jack Daniel’s (@jackdaniels_uk) and looking out for announcements.
The Live to Vinyl series celebrates Jack Daniel’s long-standing connection to music and taps into the enduring appeal of vinyl, a format that continues to grow in popularity with fans and collectors alike. Metropolis Studios, famed for hosting artists such as Adele, Amy Winehouse and Stormzy, provides the perfect setting by combining its rich heritage with new innovative studio experiences.
Gavin Newman, Partnerships Director at Metropolis Studios, said, “We are delighted to continue our music journey with Jack Daniel’s this year, a brand that understands the importance of protecting independent artists, venues, studios and record stores whilst preserving the rare art of translating music into physical product.
“Bringing all of these elements together in a series of fan experiences is a huge collaborative team effort demonstrating the brand’s long-term commitment to our industry.”
Jack Cochrane, Singer / Guitarist of The Snuts, said, “We grew up playing in grassroots venues and are vocal in our opinion that new and developing artists need the grassroots spaces to be able to play in front of small audiences as their fan base develops. Without these venues, a vital step in creative development is missed out.”
Record Store Day 2026: Celebrating Music in its Purest Form
Jack Daniel’s will also support Record Store Day on Saturday 18th April 2026, the annual celebration of independent record shops that sees over 280 UK stores unite for exclusive vinyl releases, in-store performances and special events.
Last year, vinyl album sales grew by 10.5% to a value of £196 million, underlining the format’s enduring appeal.
Jack Daniel’s and Metropolis are capturing and documenting all our fan experiences/moments in time onto vinyl and distributing them as official RSD hero releases next April, helping to make 2026’s event bigger and better than ever.
