Thousands of live gigs in the UK's pubs, bars and other hospitality venues can now be discovered through Google Search following a partnership with GigPig.
Manchester-based live music platform GigPig has supplied its live event data directly to Google’s Live Events ticketing module, allowing gigs booked through the platform to appear when people search for live music, artists, venues or things to do nearby.
Live performances across the UK’s Seed Music Venues network can now appear in Google Search, including AI-powered features such as AI Mode and AI Overviews.
It has also created a dedicated page for each gig and linked venue information to Google Points of Interest, helping Google match performances with the correct venues and provide accurate information about gigs across Britain’s hospitality sector.
The way people find things to do is changing quickly
Kit Muir-Rogers, GigPig
“There is an enormous live music scene happening in plain sight across Britain’s hospitality venues," said GigPig co-founder Kit Muir-Rogers (pictured). "The problem is that much of it sits outside the traditional ticketing ecosystem, so historically it has been surprisingly difficult to discover.
“The way people find things to do is changing quickly. People are increasingly asking Google what’s happening around them, whether that’s live music tonight, a DJ nearby or somewhere to go this weekend.
“GigPig knows those performances are happening because the venues are actually booking them on our platform. By connecting that data with Google, we’re making thousands of gigs easier for audiences to discover, while helping venues drive footfall and artists find new audiences.”
The announcement follows almost a year of work between GigPig and Google’s strategic partnerships and product teams, with Google Trends showing UK search interest for “live music near me” has increased 40% over the past year.
GigPig was founded in Manchester in 2022 to make it easier for hospitality venues to find, book and manage live entertainment, while giving artists more opportunities to find gigs and get paid for performing.
Shaun Jenkinson, operations director at The Innvest Group, which operates the Katie O’Brien’s chain, said: “Live music is a huge part of the atmosphere at Katie O’Brien’s and gives people another reason to come through the door and stay longer. Anything that makes those gigs easier to discover is a positive thing for venues like ours, particularly when so much live music in hospitality is free to attend and can be hard to find online.
“Making that information more visible through Google should help more people discover what’s happening locally and ultimately drive more footfall into venues.”
