Scottish Tennent's Lager's innovative idea
Fans select artists
Scottish Tennent's Lager has launched Tennent's Mutual, a new music venture that will ultimately result in a live music festival later this year in which fans select artists, debate locations for gigs and call the shots on ticket prices. To kick off the effort, Tennent's created a start-up fund of £150,000. Fans are given founder member status and the right to vote on the who-what-why-where of all decisions made and how the start-up money is invested. Ticket income, meanwhile, will be ploughed back into the central fund, which will be used to bankroll other live events.
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