– Written by Richard Phillips, JB Music Co-Lead
shaping the future of music
Julie’s Bicycle is proud to have been spotlighted in the Government’s newly published strategy shaping the future of the music industry, ‘Turn It Up: Our plan for music’,
Two of our key projects in the festival and events space, the Show Must Go On and Green Events Code of Practice, received recognition for their significance to achieving a key strategic pillar of the new strategy in harnessing the power of music as a force for good.
Julie’s Bicycle was also recognised for its work on the Creative Industries Council in establishing the Creative Climate Charter – a pioneering declaration designed to galvanise environmental action across the cultural sector.
The new music plan was officially announced by Culture Secretary, Lisa Nandy (13 July 2026). Building on the previously released Creative Industries Sector Plan, the new plan sets out government and industry action across 10 areas, including social and environmental impact, to create the best conditions for the sector to thrive.
The plan states:
Live events and festival organisers are demonstrating significant leadership in the move towards Net Zero, serving as testing grounds for climate-positive technologies and sustainable behaviour change. To accelerate this momentum and drive nationwide consistency, the government recognises the Green Events Code of Practice as the leading industry standard.
Industry’s latest Show Must Go On report outlines a route map to halve emissions by 2030. While operators can achieve a 37% reduction through onsite changes like renewable energy and waste reduction, a 13% gap remains. Closing this gap will require government and industry collaboration on issues such as grid connectivity and sustainable transport.
visualising the music strategy
A visual summary version of the new music plan can be viewed here.
Richard Phillips, Co-Lead of the Julie’s Bicycle Creative Climate Music Programme, says:
I’m delighted that our work has been acknowledged as central to the future of the music industry. The projects mentioned in the strategy are the result of deep industry collaboration – from music sustainability experts, such as ourselves and others, through to event organisers, suppliers, local authorities and more. We all want to see a music sector that is thriving in every possible sense. When we can come together to achieve that in a way that is sustainable for the long-term, we all win.
Jon Collins, CEO of LIVE said:
The UK has one of the most vibrant live music sectors anywhere in the world. Every week, thousands of artists, venues, festivals, promoters, and crews come together to create experiences for millions of fans. This makes a significant contribution to our economy, culture, and communities.
It’s very encouraging to see the government recognising the importance of music in the UK Music Plan. We must continue to back every part of the live music ecosystem, from grassroots venues and emerging artists through to the arenas, stadiums, and festivals that showcase British talent to the world.
LIVE Trust is a fine example of what can be achieved when the industry comes together for the greater good. Artists, promoters, and audiences are already helping generate millions of pounds to support the grassroots sector, and we’ve received over six million pledges since LIVE Trust was introduced in January 2025. By continuing to work in partnership, government and industry can ensure the UK remains the best place in the world to discover, develop, and experience live music.
Turn It Up is the UK Government’s long‑term plan to back the music sector — investing in grassroots projects, expanding access for young people, strengthening the creative workforce, and ensuring the UK remains one of the best places in the world to create, experience and invest in music.
For more on our Music Programme check out our programme page.
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