NOQ Group is proud to stand at the forefront of this movement, partnering with the Association of Independent Festivals (AIF) to champion this vital initiative and safeguard the future of independent festivals.
The State of Play inquiry, led by AIF, will analyse the independent festival industry to uncover financial struggles, regulatory issues, and new trends. The findings will help shape policies to support the future of festivals. With rising costs and changing consumer needs, independent festivals face tough challenges. This inquiry aims to highlight these problems and find solutions to keep festivals thriving long-term.
Why This Matters
The numbers paint a dire picture: 96 festivals were lost during the pandemic, 36 in 2023, 78 in 2024, and already in 2025, five more have either cancelled, postponed, or ceased operations. These festivals are more than just events; they are cultural pillars that bring communities together, support emerging talent, and contribute significantly to the UK economy at both local and national levels. For years, AIF has advocated for a temporary three-year VAT reduction on music festival ticket sales from 20% to 5%; a measure that could have prevented the loss of many of the 215 festivals that have already disappeared. Yet, successive governments have failed to take action. The 'State of Play' inquiry aims to shed light on these urgent challenges and push for critical reforms.
NOQ Group’s Commitment
As a company dedicated to supporting the festival industry with innovative operational and financial management solutions, NOQ Group understands the urgent need for structural change. That's why it is supporting AIF’s campaign for a 'State of Play' inquiry and pledging direct financial support to independent festivals. Additionally, NOQ understands the crucial role that seamless, cashless transactions play in improving efficiency and profitability for festivals.
For every independent festival that signs up with NOQ Group in 2025, £1,000 will be contributed to support this campaign. This pledge is part of NOQ’s broader mission to empower festivals with the tools they need to thrive, including streamlined multi-vendor management, enhanced customer experiences, and maximised revenue generation.
How will this money be used?
It will enable AIF to reach a wide network of independent festivals, encouraging them to sign the Open Letter and advocate for a festival inquiry.
It will support AIF in coordinating a Parliamentary event, along with regional gatherings across the UK.
It will fund a roundtable discussion with the APPG for Music, focusing on the current state of festivals.
It will facilitate AIF’s engagement with the ten regional Mayoral Elections taking place in May.
NOQ Group Business Development Manager Alfred Tudor echoed this sentiment, stating:
“Our festivals are vital to the UK’s cultural landscape, and the 'State of Play' inquiry represents a critical step in securing the support and resources needed for their growth and long-term survival. In addition to backing this important initiative, NOQ Group is committed to equipping festivals with the tools necessary to navigate current challenges, such as sustainable growth, data-driven decision-making, and maintaining control over their revenues. We believe this approach will empower festivals to thrive in an increasingly complex environment.”
A Call to Festival Promoters
We encourage all festival promoters to rally behind this initiative. By supporting the State of Play inquiry, you’re contributing to research that can drive positive change, influence policy, and secure the future of independent festivals in the UK.
Here’s how you can get involved:
Engage with AIF – Share your experiences and insights to help build a comprehensive picture of the industry.
Support the Research – The more data collected, the stronger the case for change.
Spread the Word – Encourage fellow promoters, suppliers, and festivalgoers to back this important initiative.
