Where it all began: London puts its music legends on the map

Did you know that Coldplay, Charli XCX or Iron Maiden started playing in small independent venues in London?

The city has launched the Grassroots Music Tube Map, an initiative that transforms the iconic tube map into a guide to clubs, record stores and independent venues where music legends are born.

This action not only celebrates music culture... it's also a brilliant urban branding, tourism and cultural sponsorship strategy.

Why is it relevant for brands and sponsors?

•  Over 4.2 million visitors per year

•  +328,000 artists supported

•  £313 million in economic impact

•  Accessible venues with tickets as low as £11

•  Platform for SXSW London 2025

For brands, grassroots spaces represent much more than music: they are points of cultural connection, innovation and real emotion.

From SMART we see this movement as a success story of how a city activates its musical DNA, drives emerging talent and attracts new audiences.

Because yes: the next idols are not in stadiums... they are in small stages, but with their hearts on fire.

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