Pollstar (03/02/23) Gottfried, Gideon

ASM Global announced a three-year alliance with leading U.K. music therapy charity Nordoff and Robbins at the International Live Music Conference. Nordoff and Robbins' therapists use music to alleviate life-limiting illness, disability and social isolation, creating a space for expression and connectivity. The partnership will launch programs at ASM Global's U.K. venues, including AO Arena, first direct Arena, Utilita Arena Newcastle, Olympia London, OVO Arena Wembley, York Barbican and Bonus Arena. A press release stated that visitors and venue teams "will be engaged in driving fundraising initiatives and activations as well as in opportunities to educate themselves. With a shared mission to make music therapy accessible to those who need it most, ASM Global and Nordoff and Robbins will join forces to raise vital funds to expand the charity's services to more children and adults across the U.K., and protect current and future funding for music therapy delivery, education and research." Nordoff and Robbins CEO Sandra Schembri commented on the charity's high hopes for the joint venture. "Having the support of [ASM Global's] network of amazing venue teams to help amplify Nordoff and Robbins' mission to millions of visitors nationwide will be an enormous boost to our fundraising activity," she said. "We look forward to working with ASM Global on a whole host of exciting initiatives and activations throughout this extensive partnership, with all money raised going directly towards making music therapy accessible to even more people across society."

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