Sam Ryder collaborates on ‘biggest pub gig’ with Greene King to spotlight grassroots talent

Greene King Pubs has appointed singer, songwriter and producer Sam Ryder as its ‘Head of Gigs’ in a bid to increase access to live music and find the country’s best grassroots talent this summer.

As part of the role, Ryder will surprise customers at one Greene King pub for a one-off headline performance as part of the UK’s biggest pub gig ever, with nearly 800 acts playing in pubs across the UK on Friday 8 August 2025.

The partnership with Ryder comes as Greene King Pubs reveals two in five Brits (40%) missed out on live music last year due to high ticket prices - a figure that jumps to 64% among 21 to 24-year-olds. Among those who did attend, one in five (20%) cut back on essentials to afford a ticket, while 16% spent more on live music than on a monthly household bill.

As Greene King Pubs’ research reveals that ticket prices have soared to an average of £100, Brits are calling for more affordable live music and better access to local events. Yet, over a third remain unaware of live music events in their local area.

As part of its commitment to ensuring everyone can access free live music this summer, Greene King Pubs is celebrating grassroots live music across the UK by launching Greene King Untapped - a nationwide search sponsored by Jack Daniel's and Coca-Cola to find the country’s best grassroots talent.

Greene King Untapped’s winner will win a performance slot at the Pub in the Park 2026 festival, along with a £10,000 cash prize and a recording session at the renowned Metropolis Studios sponsored by Jack Daniel’s and Coca-Cola.

Having launched his early career performing in pubs and as an advocate for grassroots music, Ryder said: "Playing in pubs and smaller venues was where it all started for me, with intimate venues, borrowed PA systems, and a handful of pub-goers who might become fans. Grassroots music is at the heartbeat of the scene and those early gigs shaped who I am as an artist. These spaces allow live music to be an experience available to everyone, that’s why they’re so important, and I’m stoked to be a part of the team helping to keep that alive!”

Greene King Untapped is part of Live at Your Local, where 870 pubs will be hosting music themed events across the UK this summer. To further support grassroots music Greene King has teamed up with Jack Daniel’s and Coca-Cola to support the Music Venue Trust, a charity which protects, secures and improves UK Grassroots music venues. For every Jack Daniel’s and Coca-Cola purchased, 10p will be donated to the Trust, funding community projects and initiatives that nurture emerging talent across the country.

Live music remains a much-loved part of British life, with the majority of Brits saying free or local gigs are essential to keeping culture alive, and a further 63% saying the energy of live performance is “irreplaceable”.

Zoe Bowley, managing director at Greene King Pubs, said: “Through this campaign, in partnership with Sam, we’re committed to broadening and maintaining access to free live music, and giving new artists a real chance to shine. Pubs have long been the heartland of grassroots music, a place where emerging talent takes root, stars are born, and communities come together.”

Customers can head down to their local Greene King Pub to join in the ‘Biggest Pub Gig’ and be in with the chance of stumbling on Sam’s secret set. Details on participating pubs can be found on Greene King Pubs’ social channels and by visiting: www.greeneking.co.uk/live-at-your-local