Audience Development

Everyone deserves to access and experience music. To make this happen, we support the development of audience opportunities to engage in music across Wales.

The events we support continue to grow each year – both in terms of number of shows and audience reach. We promoted over 150 live music events of our own in 2022, at our venue and elsewhere. We also hosted a further 100 live music shows by external local and national promoters and over 200 club and electronic music events.

We also look for opportunities to programme outside Cardiff, working with other venues on the delivery of standalone shows or multi date tours across the country. Over the past 5 years we have promoted shows in Newport, Swansea, Aberystwyth, Wrexham, Carmarthen, Cardigan, Caernarfon, Bethesda, Abergavenny and Llangollen.

For 2022, the combined audience for all activity was nearly 100,000. 


In addition we’ve developed a strong festival programme, both in terms of our own events and in partnership with organisations who share our objectives for increased audience engagement with new and emerging music.

Maes B

Maes B, a four day festival to celebrate new Welsh language music, takes place in a different location every year as part of Wales’ National Eisteddfod. Established in 1997 it is for many attendees their first festival experience, providing a crucial stepping stone for further engagement with Welsh language music and the wider cultural sector for years to come. We initially partnered with the Eisteddfod in 2000, and now work with the wider team to programme other stages on the main site – Caffi Maes B & Llwyfan y Maes – and deliver additional events and workshops throughout the year.

Sŵn Festival

Sŵn Festival is Wales’ longest running multi-venue music festival, taking place each October since 2007. It welcomes over 120 artists annually to the Welsh capital. Though Sŵn Festival has a strong focus on Welsh talent, the event has hosted countless national and international artists over the past 15 years. For many, Sŵn marked their first time performing in Wales. The festival’s focus is new and emerging artists and has provided some unforgettable moments for names such as Sam Fender, Black Country New Road, Ben Howard and Self Esteem before they broke through to wider recognition.


Tafwyl, held in Cardiff city centre each summer, is a free Welsh language cultural festival organised by Menter Caerdydd. In 2020 we were asked to join the Tafwyl team to programme the music stages for the festival. Since then, we have continued to build upon this legacy through year round work to identify and deliver Welsh language music events for young audiences at Clwb Ifor Bach.

Clwb Ifor Bach has been a key partner for Tafwyl for a number of years. Their work has ensured that new artists are introduced to the festival each year, and their continued support for Tafwyl’s youth gigs throughout the year is critical in providing a platform for the next generation. Heulyn Rees (Menter Caerdydd)

Showcase Cymru

Showcase Cymru – A partnership with Creative Wales and Horizons Wales – launched across 2 days at The Great Escape Festival in 2023 to develop audiences for, and increase engagement with Welsh music across the UK.

Celebrate This Place

Celebrate This Place is a new addition to our festival programme for 2023. Held in Cardiff and with a similar remit to Sŵn Festival, but on a smaller scale, our aim is to establish it as a new annual event for the city.