To almost all industries, Covid-19 has taken a huge financial toll. Whether it be our friends over in hospitality or high-flyers in travel, headlines surrounding redundancies, closures and cancellations sent shock-waves through the nation. Among all industries however, the live festival, arena and gigs sector seems to have suffered, and continues to suffer, incredibly.
Described as a “write-off” by ‘BBC News’, AIF (Association of Independent Festivals) “warned that the UK could face an independent festival wasteland in 2021”, revealing that “92% of AIF festival organisers have said that their firms are at risk without Government intervention” (AIF, May 2020). AIF CEO Paul Reed also emphasised the seriousness of the situation by explaining how, “[festivals and events] need urgent support now and ongoing support after lockdown ends and restrictions are eased. This is not a temporary shutdown of business – it is an entire year of income and trade wiped out.”
A New Way of Gigging
Yet, despite the festival industry facing potential refunds of up to £800m in total this summer with at least 90% of all UK festivals being axed (2020), industry leaders like Virgin Money have helped to spring some life back into the live events sector with their ‘Unity Arena’. With an embellished line-up from local stars like Sam Fender or Patrick Topping to international renowned musicians like The Libertines and Maximo Park, ‘Unity’ emerged as the UK’s first socially distanced music venue, boasting 500 individual viewing platforms and a 2500 person capacity. Comedians, drag stars and tribute acts followed, gifting the region just under 30 star-studded acts since August, with an act every day as we approach the end of their calendar.
“the majority of indoor gig spaces in the UK are either physically unable to operate or can’t do so in a way that’s financially viable”
Not only has this been a huge blessing for the artists wishing to get back on the road or the industry staff on the edge of losing their jobs, this additional music presence and venue in the North East is also promising for the region. Based in Gosforth park, a swift 5 minute drive from Newcastle’s city centre and easily accessibly from the A1 motorway, Virgin Money have placed Newcastle upon Tyne firmly on the map.
Although Newcastle already boasts a vibrant music scene, the Music Venue Trust have revealed that the majority of indoor gig spaces in the UK are either physically unable to operate or can’t do so in a way that’s financially viable. Therefore, the potential future of this space in Gosforth opens up not only more opportunities for Virgin Money to expand but for other music organisations and promoters to reap the benefits of a socially distanced arena.
Socially Distanced Doubts
“These gigs are a far cry from what we know and love a festival to be”
Despite being a revelation to many in the music industry, this new style of festival came as a surprise to others. With pod-like arrangements, it was anticipated that many gig-goers would reject this new style of entertainment; after all what is a gig without the feeling of togetherness in a crowd? NME agreed and warned fans to “not expect the podium gig concept to translate wholesale to a successful weekender”, sharing the impossibility of something like this at say Glastonbury or Leeds and Reading festivals. Many also took to social media to share their doubts. Indeed, these gigs are a far cry from what we know and love a festival to be (sloshing your drink on the attendee in front or losing your friends in a mosh pit), but for now, it’s certainly a leap forward and the various sold out gigs prove that.
As we draw closer to Virgin Money’s final parties, starring English indie rock band Kaiser Chiefs and popular bingo sensation Bongo’s Bingo, it is fair to say that whilst Covid-19 has stripped the nation of many, Virgin Money’s newest alternative will be no doubt inspiring many across the globe. The Unity Arena has reignited a feeling of normality and whilst it wont be the same for a while (and the financial impacts are still far from over), we can put our hands together and say thank you to not only the acts but Virgin Money and SSD Concerts themselves.
What do fans think?
We spoke to recent attendees of Virgin Money’s ‘Unity Arena’ to gather their thoughts;
“I had a brilliant time at the arena watching Becky Hill. Everything was very organised and I felt safe in such an enjoyable experience. Becky was just amazing and it was good to have some normality back” Elise, Becky Hill 13th September.
“So well organised and managed on all aspects, we felt so safe. Top music as always!” Millie, Sam Fender 13th August.
“It was an exciting adaptation to keeping live music alive during our new normal and was incredibly well organised. Social distancing was maintained at all points.” Aimee, Sam Fender 13th August.
Laura Buckle
Image courtesy of Pexels / 9148 images via Pixabay. Image license can be found here.
Laura Buckle
Hi I'm Laura, a 24 year old Journalism and International Marketing graduate, currently working in digital & social media marketing. I am so excited to be part of this project and can't wait to see where it goes!