New UoG research puts grassroots
music scene under the spotlight
A new study by University of Gloucestershire Music Business students is shining a light on the experiences, habits and concerns of audience members, artists and representatives of grassroots music venues in the county.
Operating as ‘Out The Box’, the team of students explored four key areas for the 2026 Music Economy of Gloucestershire (MEG) Report – grassroots venues, ticketing, listening habits and the growing influence of Artificial Intelligence (AI).
The report examined the forces shaping Gloucestershire’s evolving musical scene and its wider national impact on an industry that contributes £8 billion annually to the UK economy.
Drawing on a comprehensive countywide survey, Out The Box accumulated rich data from both audiences and artists, supported by in-depth interviews with leading industry figures, including Jon Collins from Live Music Industry Venues and Entertainment (LIVE) and Jonathan Brown, Chief Executive of Secure Tickets from Authorised Retailers (STAR).
The report features further insights from discussions with senior representatives from Gloucester Guildhall, The Thirsty Pine Beer Cafe in Gloucester and Cheltenham’s grassroots venue the Frog and Fiddle, offering a detailed picture of the county’s music ecosystem.
Key findings of the 2026 Music Economy of Gloucestershire Report include:
- The majority of audience members are prepared to travel up to an hour to attend grassroots music events
- Audience members prioritise the core live music experience, with pricing and atmosphere acting as key supporting factors
- Consumers’ primary price range for tickets is £50 to £100 in Gloucestershire, with a shift towards last-minute purchases
- More than 70 per cent of music listening took place in a car, while exercising or while cooking
- Artists are concerned AI will negatively affect opportunities within the music industry
Highlighting the cultural importance of grassroots music venues in Gloucestershire, the report says they should receive more consistent support, including through targeted funding and business rate relief, to enable them to develop and grow.
Addressing concerns raised by Gloucestershire residents around dynamic pricing and hidden fees, the report says ‘stronger enforcement must be enacted soon from the both the music industry and the government, in order to appropriately safeguard audiences from exploitative ticketing prices’.
Stuart Dredge from The Price of Music, a weekly podcast analysing the financial and business aspects of the music industry said of Music Economy of Gloucestershire Report: “This hasn’t been done before, and this is why it’s so interesting. Even if you’re not in Gloucestershire, there’s something interesting there.”
Student Macy Elmes, on the behalf of the Out The Box team, said: “This project gave us the opportunity to work independently as a group, make the most of our resources, and create something meaningful that reaches beyond our academic studies into the wider industry.
“Hearing from people across the local music scene, all playing different roles, strengthened our confidence in both our work and the action we’re calling for – it was a fantastic experience.”
Andrew Lansley, Senior Lecturer in Music Business at the University and a professional musician, said: “It has been amazing working with the students to bring their research to life. They’ve produced something meaningful for Gloucestershire and the wider music industry, with some really insightful findings.
“The report is entirely student led, from the early planning stages through to research and interviews. It’s a really strong example of original work driven by the cohort.
“The MEG Report puts Gloucestershire firmly on the map, leading the way as the first region to produce a music report of this kind, something usually associated with much larger cities.”
