London’s live music scene has struggled to recover since the pandemic after lockdowns stifled footfall for many venues across the capital.
Now, its smaller, independent locations fear the future.
In May this year Metro joined forces with the Mayor of London Sadiq Khan and top music industry figures to put the capital’s grassroots music scene centre stage.
And one boss believes his company is transforming the relationship between artist and audience.
If you’ve caught the Tube at Tottenham Court Road or wandered into Soho on a night out in the past three years, it’s likely you’ve seen the huge screens outside the station featuring immersive visual experiences.
The premises opposite the Underground stop, dubbed The Now Building, forms part of Outernet London’s mission to invigorate the capital’s music industry and redefine how artists and their audiences interact.
Outernet London launched in November 2022 – and has since welcomed 80million visitors annually over the past three years.
It aims to be a cultural hub, showing art exhibitions focused on events such as Black History Month and Pride. But it doubles as a live venue in the heart of London’s music scene on Denmark Street.
Philip O’Ferrall, CEO of Outernet Global, told Metro in an exclusive interview: ‘We’ve been very clear on what we set out to do with the Outernet district, which is to create an ecosystem of likeminded people and brands underpinned by culture.’
He said Outernet, which has partnered with the Greater London Authority, ‘took inspiration and built on’ the cultural history of Denmark Street’s links to the music industry, which in the past has featured ‘really well-established’ brands.
‘The history there is so special and we’ve continued as a business to build on that,’ O’Ferrall said.
‘Most recently Yungblud’s HQ launched in that space but also Roland, Rough Trade, NME – and all those brands have either stayed or come back.’
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He said Outernet has taken the location’s music culture ‘in its most basic sense’ to provide a way for fans to connect with their favourite artists through events such as meet-and-greets.
‘And that’s the key to creating a democratic, free space to come and enjoy your time whoever you are, whatever your age group,’ said O’Ferrall.
In recent weeks, artists such as Ed Sheeran, Yungblud and Biffy Clyro have paid visits to Outernet.
O’Ferrall said: ‘We did a big thing with Oasis a few weeks ago and then the next week Ed Sheeran came to one of our pop-up areas for free to hang out [with fans]. Yungblud did the same on Denmark Street.
‘Artists are getting closer to their audiences but they’re definitely going beyond just performing.
‘I think you’re going to see more merchandising, more physical embodiment of what people are doing.
‘Yungblud’s a good example, there’s now a Yungblud shop on Denmark Street.’
He continued: ‘We’re part of an artists’ repertoire of opportunity. Because the volumes of audience that want to see bands, often bands will have to do stadium tours and that’s brilliant.
‘But equally to complement that with surprise pop-ups, smaller activations or meet-and-greets at Outernet is also an amazing opportunity for the fans.’
Outernet is free to visitors and sustained by commercial advertising. O’Ferrall thinks of the business model ‘like commercial television’.
He said what Outernet stands for is a ‘really beautiful, open safe space’ which ‘gracefully weaves in’ commercial partners.
Getting back into the swing
The pandemic was a ‘scary time’ for the music industry, said O’Ferrall.
And there is concern over how well London’s music scene has bounced back from Covid.
Asked by Metro what smaller, independent venues could learn from Outernet, O’Ferrall said: ‘We’re in a luxurious position with our location and scheduling to reach an incredibly broad audience.
‘You don’t get 80million people passing by unless you’ve got some specific things: location, programming and the right content.
‘There are some incredible venues in London. The O2 arena is programmed amazingly because it’s a big stadium but also it’s a whole ecosystem of shops.
‘The difference there is the location is one you have to go to unless you live there.
‘I think a lot of venues are doing the right thing, but I think it’s taken time for people to get back into the swing of wanting to go out.’
Metro’s London Grassroots Music campaign
In May this year Metro joined forces with the Mayor of London Sadiq Khan and top music industry figures to put the capital’s grassroots music scene centre stage.
Many of the world’s favourite musicians made their names in London’s vibrant grassroots venues.
Some performers, such as pop superstar Dua Lipa and heavy metal band Iron Maiden, have sold out the biggest venues in the country.
But they would not have made it to that level if they had not taken the initial step, and walked out in front of a tiny audience at one of London’s grassroots music spots.
It’s no exaggeration to say music is a fundamental part of the city’s fabric, inspiring and entertaining millions over the decades.
But with London’s nightlife under threat, the time has come to shine a spotlight on the artists and venues that are at the heart of the city’s music industry.
Metro has launched a new interpretation of the iconic London Tube map – with the names of stations and interchanges replaced with those of artists and locations that form part of the capital’s music heritage.
The legendary progressive rock band Pink Floyd, for example, has a spot on the Northern Line near Battersea Power Station, which famously featured on the cover of the group’s album Animals.
He added that although the pandemic was a difficult period for the music industry, he’s confident the situation is improving.
Global rollout
Since launching, Outernet has seen interest at home and abroad. While 75% of footfall over the last three years has come from UK visitors, overseas tourists have accounted for 25% of traffic.
It has measured 1.5billion in onward social media reach – which includes mentions of Outernet and what it’s doing.
The organisation has staged more than 60 free exhibitions and supported 41 artists. Now, Outernet plans to roll out similar venues globally.
From November 12 through Christmas the organisation will showcase its new Ice Palace experience, which promises to be an ‘enchanting immersive lightshow that will take audiences on a journey as the Spirit of Christmas awakens its frozen halls, filling them with warmth, light and festive magic’.