Twenty-four venues across New South Wales have joined forces to tackle one of the live music sector’s most pressing challenges: getting young people through the door and keeping them there.
MyGigPass, the flagship program of the Live Music Venues Alliance (LMVA), connects 18-25 year olds with affordable live music across NSW, delivering exclusive ticket offers straight to members’ inboxes every Tuesday. Participating venues span metro and regional NSW, with offers covering free entry, double passes, two-for-one tickets and more, across all genres and all stages of artists’ careers.
The program was built on clear evidence: two-thirds of young Australians value live music, but three-fifths cite cost as the primary barrier to attendance. MyGigPass addresses this directly, not by clearing unsold inventory, but by building genuine, lasting audience habits in a generation the sector cannot afford to lose.
Since launching in February 2026, the program has attracted more than 600 organic youth sign-ups and facilitated 52 shows with offers in the past month alone, all driven by venues choosing to act rather than wait.
Young people can sign up and receive weekly offers at lmva.au/mygigpass. Venues and partners interested in getting involved are encouraged to reach out directly.
