Sunderland entrepreneur receives £75,000 grant for business-idea that supports grassroots music venues
A Sunderland businesswoman has received a £75,000 grant to help with a software platform she has created to help grassroots music venues.
Victoria Smith has been recognised by Innovate UK’s Women in Innovation Awards for her business idea, which she believes will revolutionise the live events industry. The North East entrepreneur and mother-of-two is one of 50 women trailblazers chosen by Innovate UK to drive forward their business idea, benefitting from a £75,000 grant and one-to-one business coaching to help scale-up their innovation.
The 37-year-old was inspired to develop Gig Lab after seeing first-hand the challenges that venues and promoters face in the live events sector. Victoria believes various hurdles often hold back independent venues from reaching their full potential, and Gig Lab is her answer. The software platform has been designed to simplify event planning, streamline operations, enhance visibility and aid grassroots venues.
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Victoria started her career at 16-years-old as a box office assistant at Sunderland Empire. Her later years working across the country for industry firms like Live Nation, MAMA, and Academy Music Group taught her lessons in operations, strategy, and financial scrutiny, providing a solid foundation for her career.
Over time, she felt a pull back to her roots and the independent venues where she spent her teenage years soaking up the sense of community and creative energy. Inspired by grassroots spaces, she came up with the idea to work in a world where decisions are made for the love of music and local culture, not just profitability.
Victoria, Finance Director at Ghostwriter Consultancy and Events said: “I’m incredibly honoured to win the Innovate UK’s Women in Innovation Award and humbled to share my recognition alongside such incredible women developing scientific and medical innovations. This award isn’t just about me, it’s about the incredible team at Ghostwriter Consultancy & Events, whose expertise and passion have been the foundation of everything we do. I’m fortunate to work with such a talented group of individuals who share my vision of empowering independent and grassroot venues, and I couldn’t have achieved this without their dedication and support.
“The timing of this award feels especially significant with Sunderland recently being named a Music City, a recognition that highlights the city’s vibrant culture and its commitment to supporting the creative industries. Relocating Ghostwriter from Oxford to Sunderland has been a game-changer for us, opening up opportunities we couldn’t have imagined. With the backing of North East BIC, Innovation SuperNetwork, Creative UK, and Sunderland Culture, we’ve been able to maximise this award and move forward with Gig Lab in a way that’s truly transformational.”
The software is being developed locally by the team at Layers Studio, keeping innovation grounded in the North East. Victoria added: “We’re also proud to collaborate with the University of Sunderland’s Arrow Innovation Project, which is providing cutting-edge academic support to enhance the platform’s AI capabilities. Being part of this vibrant community, in a city that’s fully embracing its identity as a Music City, has been transformative for Ghostwriter. Sunderland’s focus on championing creativity and fostering collaboration has created the perfect environment for innovation to thrive.”
The Innovate UK’s Women in Innovation Awards received 1,452 applications from women founders across the country, along with up to £3.75 million in funding to support them in developing inspiring solutions to pressing societal, environmental, and economic challenges.
Emily Nott, Head of Equality, Diversity and Inclusion at Innovate UK, said: "Innovate UK’s Women in Innovation Awards spotlight the UK’s most ground-breaking women entrepreneurs. This year’s winners have shown incredible leadership and creativity. We’re thrilled to support them in scaling their businesses and inspiring the next wave of women innovators. Their success stories will undoubtedly pave the way for more women to enter and thrive in the world of innovation.”
Victoria is encouraging music venues and promoters to register their interest in Gig Lab here.