A pilot scheme to license busking on London Tube stations has been given the go-ahead following a pioneering partnership between London Underground and Carling.
The 16-week trial – covering a dozen key stations – will be launched towards the end of May and branded Carling Live Underground Music.
The move follows bylaw changes, won by LUL, after surveys showed that eight out of 10 Tube customers backed the busking initiative and wanted to hear talented musicians performing legally at stations.
Tony Maguire, LUL’s Director of Communications, said: “We listened to what our customers want – now we’ll be listening to some great music from some of Britain’s best buskers – coming soon at a station near you.”
The £600,000 deal with Carling – Britain’s Number One lager – was brokered by LUL’s advertising contractor, Viacom Outdoor Impact. Carling already has strong associations with live music, including 'The Carling Weekend - Reading and Leeds’ and ‘Carling Homecoming’.
Stuart Cain, Director of Media Services for Coors Brewers– Carling’s parent company, said: "This is a uniquely entertaining opportunity for us to establish Carling's position as a committed supporter of London's 'underground' music scene and grassroots talent. In keeping with the brand personality, Carling Live Underground Music is about providing a little bit of humour and entertainment to London Underground commuters' daily lives."
Commercial backing will cover the recruitment and auditioning of buskers, plus management of the project for the four-month trial period.
Auditions for Carling Live Underground Music will start soon, creating a pool of several hundred musicians to cover 25 officially branded pitches at stations - including Oxford Circus, Charing Cross and Tottenham Court Road.
Official licensed buskers will not be paid by Carling and will still rely on the generosity of Tube travellers to boost earnings. Meanwhile, busking on trains – the passengers’ pet hate – will remain banned and unlicensed busking discouraged at stations outside the trial zone.
The success of Carling Live Underground Music will be reviewed at the end of the trial. Customer surveys into the popularity of the project will play a key role in any potential extension of the trial across the network.
A launch event to officially announce Carling Live Underground Music going live will take place during May – further details to follow.
