The Warehouse Project

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.

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

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

• Live music events
• Club night programming
• Electronic music festivals
• Nightclub venue operations
• Dj performance events

Headquarters

HQ city

Manchester

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Infrastructure, Technology or R&D, Supply Chain

Revenue model

1. 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.
2. Merchandise and Clothing: Sale of WHP branded merchandise including clothing through the dedicated Shopify storefront (whpmcr.myshopify.com) and photography books.
3. 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.
4. 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

Go-to-market motion1 record

Distribution channels10 records

Marketing channels9 records

Core 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.

Segments1 record

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Twelve partnerships are on record, tiered flagship and minor.

• Apple MusicflagshipStrategic or Co-development Partner · 27 May 2026Apple 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.
• SmirnoffminorGTM or Marketing PartnerEvent partner and alcohol brand sponsor for The Warehouse Project events.
• Casamigos TequilaminorGTM or Marketing PartnerEvent partner and alcohol brand sponsor for The Warehouse Project events.
• Captain MorganminorGTM or Marketing PartnerEvent partner and alcohol brand sponsor for The Warehouse Project events.
• Jonnie WalkerminorGTM or Marketing PartnerEvent partner and alcohol brand sponsor for The Warehouse Project events.
• GordonsminorGTM or Marketing PartnerEvent partner and gin brand sponsor for The Warehouse Project events, part of Diageo portfolio.
• VelominorGTM or Marketing PartnerEvent partner and sponsor for The Warehouse Project events.
• DripminorGTM or Marketing PartnerEvent partner and beverage sponsor (water brand) for The Warehouse Project events.
• White ClawminorGTM or Marketing PartnerEvent partner and alcoholic beverage sponsor for The Warehouse Project events.
• MixmagminorGTM or Marketing PartnerMedia partner providing editorial coverage and promotional support for The Warehouse Project events.
• Crack MagazineminorGTM or Marketing PartnerMedia partner providing editorial coverage and promotional support for The Warehouse Project events.
• Freight IslandminorGTM or Marketing PartnerNeighboring 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

Direct 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

• Xx.com/whp_mcr
• Facebookfacebook.com/thewarehouseproject
• Instagraminstagram.com/whp_mcr
• TikToktiktok.com/@thewarehouseproject
• LinkedInlinkedin.com/company/the-warehouse-project

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about The Warehouse Project