Events organiser awarded £168k grant from third round of Culture Recovery Fund

Manchester-based Mustard Media has been awarded almost £168,000 by The Arts Council England.

More than £100m has been awarded to hundreds of cultural organisations across the country in the latest round of support from the Culture Recovery Fund, and Mustard Media has been awarded a grant of £167,992.

It will help the worldwide festival and events marketing company to build on its successes from 2021 and continue to help clients as they plan for festival launches in 2022.

The grant will enable the company to increase revenue for their clients, as well as the destinations and tourism industries in which the festivals are held, both nationally and internationally.

And the funding will provide stability to the company after a tough 18 months and ensure it is able to continue to employ a strong team, which otherwise might have gone into other industries as a result of the pandemic.

The third round of funding will support organisations from all corners of the sector as they deal with ongoing re-opening challenges, ensuring they can thrive in better times ahead.

Culture Secretary Nadine Dorries said: “Culture is for everyone and should, therefore, be accessible to everyone, no matter who they are and where they’re from.”

More than £1.2bn has already been awarded from the Culture Recovery Fund, supporting around 5,000 individual organisations and sites across the country ranging from local museums to West End theatres, grassroots music venues to festivals, and organisations in the cultural and heritage supply chains.

Ed Norris, Mustard Media commercial director, said: “​​We’re very grateful to the Culture Recovery Fund for awarding us this grant. We’ve had a very difficult 18 months like most in the industry, and this goes a long way in securing the business, so we can keep delivering unparalleled marketing support for all our festival and event clients.”

Darren Henley, chief executive, Arts Council England, said: “This continued investment from the Government on an unprecedented scale means our theatres, galleries, music venues, museums and arts centres can carry on playing their part in bringing visitors back to our high streets, helping to drive economic growth, boosting community pride and promoting good health. It’s a massive vote of confidence in the role our cultural organisations play in helping us all to lead happier lives.”