The Warehouse Project
The Warehouse Project is a Manchester-based nightclub and seasonal electronic music event series founded in 2006, operating at Depot Mayfield and serving 18+ nightlife and dance music audiences via ticketed club nights, an Apple Music Club Live streaming partnership, merchandise, and on-site services.
- Company typePrivate
- Founded2006
- HeadquartersManchester, United Kingdom
- Headcount11–50
- GTM typeB2C
- OfferingServices
What The Warehouse Project does
The Warehouse Project (WHP), founded in 2006 at Boddingtons Brewery in Manchester and currently operating from Depot Mayfield, is a privately held nightclub and seasonal event series operating under The Warehouse Project (Manchester) Limited. The company curates and produces a roughly September-to-December season of electronic music club nights and live DJ performances across multiple indoor spaces at the Depot Mayfield venue (Depot, Concourse, Archive, Vault, and Star & Garter pub takeover), with an adjacent student-focused program (Freshers Project, Halloween Project) operated exclusively by Riff Raff Events. Tickets are sold through a distributed network of authorized ticketing platforms — Ticketmaster, Skiddle, See Tickets, GigsAndTours, Resident Advisor, Dice, Bundl, and Kaboodle — with Bundl additionally packaging accommodation for out-of-town attendees.
The core product surface extends beyond physical events into content, merchandise, and ancillary on-site services. WHP's flagship 2026 (WHP26) season is paired with an exclusive Apple Music Club Live partnership that livestreams selected performances globally in Spatial Audio and archives past mixes, leveraging Shazam-powered technology to capture and track DJ sets. Supplementary revenue and brand lines include the WHP Records label (compilation albums and commemorative releases), a direct-to-consumer Shopify merchandise storefront, a commemorative photography book, and a digital locker pre-order system via whp.elocke.rs for coat and bag storage. Distribution is B2C and event-driven, with brand-led marketing across Instagram, X, Facebook, TikTok, and email newsletters, alongside earned-media relationships with Mixmag and Crack Magazine.
The company sits within the Live Nation Entertainment family of companies, with data and operations handled by Live Nation UK; Live Nation is publicly listed on the NYSE under ticker LYV. Revenue mechanics are predominantly transactional — general admission tickets starting around £35 plus booking fees, premium VIP tiers with dedicated fast-track entry, viewing platforms, and VIP bar access — supplemented by merchandise, content licensing to Apple Music, and brand sponsorship from beverage partners including Smirnoff, Casamigos Tequila, Captain Morgan, Johnnie Walker, Gordon's, Velo, Drip, and White Claw. Customer base is end-consumer (18+ nightlife and electronic music enthusiasts), with no disclosed enterprise contracts, and geographic revenue exposure remains concentrated in Manchester despite the global reach of the Apple Music content layer.
The Warehouse Project firmographics
Firmographics- Name
- The Warehouse Project
- Legal name
- The Warehouse Project (Manchester) Limited
- Website
- https://thewarehouseproject.com
- Company type
- Private
- Founded year
- 2006
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- The Warehouse Project is a Manchester-based nightclub and seasonal electronic music event series founded in 2006, operating at Depot Mayfield and serving 18+ nightlife and dance music audiences via ticketed club nights, an Apple Music Club Live streaming partnership, merchandise, and on-site services.
- Ownership category
- akta.pro rank
The Warehouse Project industry classification
Industry- Product category
- Live Music and Nightclub Entertainment
- NAICS
- Promoters of Performing Arts, Sports, and Similar Events with Facilities (711310), Other Performing Arts Companies (711190)
- SIC
- Services-Membership Sports & Recreation Clubs (7997)
- akta.pro primary industry
- DJ & Electronic Music Venues (MPAGAIAE)
- akta.pro secondary industry
- Nightclub & Small Live Venue Operations (Clubs, Bars with Stages) (MPAGALAF)
Keywords
Where The Warehouse Project is headquartered
LocationHeadquarters
- HQ city
- Manchester
- HQ country
- United Kingdom
- HQ region
- Europe
Offices1 record
Markets served
The Warehouse Project business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Infrastructure, Technology or R&D, Supply Chain
Revenue model
- Ticket Sales: Primary revenue stream from selling tickets to events at Depot Mayfield. Tickets are sold through authorized ticketing partners including Ticketmaster, Skiddle, See Tickets, GigsAndTours, Resident Advisor, Dice, Bundl, and Kaboodle.
- Merchandise and Clothing: Sale of WHP branded merchandise including clothing through the dedicated Shopify storefront (whpmcr.myshopify.com) and photography books.
- WHP Records: The company's record label releases compilation albums and music content, including archival mixes from previous seasons and commemorative releases for the 20th anniversary.
- Content Licensing to Apple Music: Select performances are exclusively released via Apple Music as part of the Club Live partnership, monetizing live mix recordings through streaming rights.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Transaction based/ take rate | Pay-as-you-go | General Admission tickets from £37.50 |
| Transaction based/ take rate | Pay-as-you-go | VIP tickets with enhanced amenities |
Go-to-market motion1 record
Distribution channels10 records
Marketing channels9 records
The Warehouse Project product offering
Product offeringCore offering
The Warehouse Project runs a seasonal program of club nights and live electronic music performances at Depot Mayfield in Manchester, headlining internationally renowned DJs and artists. The 2026 season (WHP26) marks the company's 20th anniversary and runs from September through December. Revenue is generated through ticket sales across GA and VIP tiers, supplemented by branded merchandise, a record label (WHP Records), and an exclusive Apple Music Club Live partnership that streams select performances globally in Spatial Audio.
Product overview
The Warehouse Project operates a nightclub and events business centered on its annual season of club nights and live performances. The core offering is the WHP season (WHP26 celebrating 20 years in 2026) featuring electronic music events at Depot Mayfield and O2 Victoria Warehouse in Manchester. Supplementary products include the WHP on Apple Music streaming partnership for live DJ mix broadcasts, WHP Records for music releases, a clothing merchandise store, and digital locker rentals. The business functions as an event promoter rather than a software platform, with no modular product architecture—the portfolio consists of event programming, content distribution, merchandise, and ancillary services.
Differentiator
Problem solved
Functional benefit
Products and services
- WHP26 Event Series Seasonal program of club nights and live electronic music performances held at Depot Mayfield and O2 Victoria Warehouse in Manchester, featuring internationally renowned DJs and artists across multiple venue spaces including Depot, Concourse, Archive, Vault, and Star & Garter.
- WHP on Apple Music (Club Live) Exclusive partnership with Apple Music to record and stream live DJ mixes from Depot Mayfield events, with selected performances broadcast live via Club Radio and made available on-demand in Spatial Audio, including archive mixes from previous seasons featuring artists such as Bonobo, Four Tet, and Jazzy.
- WHP Clothing Store Official direct-to-consumer merchandise storefront selling branded clothing and accessories for The Warehouse Project, operated via Shopify.
- Photography Book Commemorative photography book celebrating The Warehouse Project's history and events, published in collaboration with photographer Shaun Peckham.
- WHP Records Record label operated by The Warehouse Project releasing compilation albums and music from events, including archival mixes from previous seasons and a 20th anniversary compilation release.
- Locker Rentals Digital locker rental service available to pre-order for WHP26 events, allowing attendees to reserve coat and bag storage lockers at the venue in advance.
- Riff Raff Student Events Student-targeted club nights held at Depot Mayfield (Freshers Project and Halloween Project), organized exclusively by Riff Raff Events, designed to provide a dedicated student nightlife experience.
Companies that use The Warehouse Project
Customer profileSegments1 record
Ideal customer profiles3 records
The Warehouse Project technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
The Warehouse Project partnerships and signals
Strategic signalPartnerships
Twelve partnerships are on record, tiered flagship and minor.
- Apple MusicflagshipApple Music's Club Live has partnered with The Warehouse Project for WHP's 20th anniversary season. Select performances will be livestreamed from Manchester and available on demand in Spatial Audio. The collaboration extends Apple Music's Club Live initiative, building on its DJ Mix program and Shazam-powered technology to capture, track, and monetize mixes at scale. This brings Manchester's iconic club culture to a global audience.
- SmirnoffminorEvent partner and alcohol brand sponsor for The Warehouse Project events.
- Casamigos TequilaminorEvent partner and alcohol brand sponsor for The Warehouse Project events.
- Captain MorganminorEvent partner and alcohol brand sponsor for The Warehouse Project events.
- Jonnie WalkerminorEvent partner and alcohol brand sponsor for The Warehouse Project events.
- GordonsminorEvent partner and gin brand sponsor for The Warehouse Project events, part of Diageo portfolio.
- VelominorEvent partner and sponsor for The Warehouse Project events.
- DripminorEvent partner and beverage sponsor (water brand) for The Warehouse Project events.
- White ClawminorEvent partner and alcoholic beverage sponsor for The Warehouse Project events.
- MixmagminorMedia partner providing editorial coverage and promotional support for The Warehouse Project events.
- Crack MagazineminorMedia partner providing editorial coverage and promotional support for The Warehouse Project events.
- Freight IslandminorNeighboring venue at Depot Mayfield complex offering food and drink. WHP attendees receive 20% discount on food and drink at Freight Island by showing their event ticket.
Scale indicators5 records
Recent moves6 records
Expansion highlights6 records
The Warehouse Project competitors and assessment
Company assessmentDirect peers
- Drumsheds: London-based large-capacity electronic music venue operating converted industrial space with multi-room programming, ticketed club nights, and headline international DJs. Directly comparable in scale and operational model to WHP's Depot Mayfield approach.
- Ministry of Sound: London-based nightclub and record label with a global brand in dance music. Operates as both a venue and a music brand (releases, compilations), paralleling WHP's combination of venue operations and WHP Records content business.
- Parklife Festival: Manchester-based music festival operated by the same Live Nation group as WHP. Sister-brand live electronic/dance music events for the same Manchester market, sharing parent ownership and audience overlap.
- Printworks London: Large-format London electronic music venue operating within a converted industrial space, hosting multi-room ticketed club events with international headliners. Direct competitor in the UK large-capacity electronic venue segment alongside WHP.
- Fabric London: Iconic London nightclub operating two/three rooms dedicated to electronic music (techno, house, drum & bass). Operates with venue ownership/facility-control, similar multi-room format, ticketed event programming, and comparable seasonal dance-music positioning as WHP.
- Cream Liverpool: Long-running UK dance music brand and event promoter based in Liverpool, hosting club nights and festivals featuring international DJs. Comparable UK electronic music promoter/operator with similar heritage profile to WHP.
- Motion Bristol: Bristol-based multi-room nightclub hosting electronic music events with international headliners. Comparable UK regional electronic venue operator with multi-room ticketed programming similar to WHP.
- Corsica Studios: London-based independent electronic music club and event venue operating multiple rooms for underground dance music. Comparable UK ticketed club operator targeting similar electronic-music enthusiast audiences as WHP.
Others
- Resident Advisor: Global electronic music media and ticketing platform covering club events worldwide. Functions as both a ticketing distribution partner and editorial media for WHP, while serving comparable electronic-music audiences and venues globally.
Emerging players
- Boiler Room: Globally recognised electronic music streaming platform broadcasting DJ sets and live events worldwide. Overlaps with WHP's Apple Music Club Live partnership in livestreaming electronic music to global audiences and aligns on electronic music content distribution.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
The Warehouse Project social profiles
Digital presenceThe Warehouse Project financial estimates
Financial estimateRevenue estimate
Valuation estimate
The Warehouse Project leadership team
Management profileNumber of profiles
The Warehouse Project funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
The Warehouse Project M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about The Warehouse Project
What does The Warehouse Project do?
The Warehouse Project runs a seasonal program of club nights and live electronic music performances at Depot Mayfield in Manchester, headlining internationally renowned DJs and artists. The 2026 season (WHP26) marks the company's 20th anniversary and runs from September through December. Revenue is generated through ticket sales across GA and VIP tiers, supplemented by branded merchandise, a record label (WHP Records), and an exclusive Apple Music Club Live partnership that streams select performances globally in Spatial Audio.
Is The Warehouse Project a public or private company?
The Warehouse Project is a private company. It is classified as corporate owned and is currently operating.
When was The Warehouse Project founded?
The Warehouse Project was founded in 2006. It employs 11 to 50 people.
Where is The Warehouse Project based?
The Warehouse Project is headquartered in Manchester, United Kingdom, in the Europe region.
How does The Warehouse Project make money?
Four revenue lines are on record. Ticket Sales are the primary driver. The others are merchandise and Clothing, WHP Records and content Licensing to Apple Music.
Who are The Warehouse Project's main competitors?
Direct peers on record are Drumsheds, Ministry of Sound, Parklife Festival, Printworks London, Fabric London, Cream Liverpool, Motion Bristol and Corsica Studios. Resident Advisor is listed as an others. Boiler Room is listed as an emerging player.
Does The Warehouse Project have an API?
No public API is recorded for The Warehouse Project.
What industry is The Warehouse Project in?
The Warehouse Project's product category is Live Music and Nightclub Entertainment. Its primary akta.pro industry code is MPAGAIAE, DJ & Electronic Music Venues, with a secondary code of MPAGALAF, Nightclub & Small Live Venue Operations (Clubs, Bars with Stages). Its NAICS code is 711310 and its SIC code is 7997.