What Attitude is Everything does

Attitude is Everything is a UK-registered disability-led charity (no. 1121975) founded in 2000 that improves accessibility for Deaf, disabled and neurodivergent people across the UK live music and events industry. The organization's core product is the Live Events Access Charter, a UK-Government-endorsed accreditation framework with four tiers (Bronze, Silver, Gold, Platinum), supported by structured assessment criteria, evidence uploads, and a mystery shopping validation layer. The Charter membership spans over 600 UK venues and festivals, with Platinum-tier adoption by marquee operators including Alexandra Palace, The O2, and Southbank Centre. Adjacent programs include Next Stage (disabled artists, Arts Council England-funded), Beyond The Music (disabled industry professionals, National Lottery Community Fund-funded), the Mystery Shopping Programme (361 volunteers, 1,775+ assessments since 2017), and the Just Ask campaign for promoter engagement with disabled artists' access requirements.

The business model blends restricted grant funding (Arts Council England, National Lottery Community Fund, historically Paul Hamlyn Foundation and John Ellerman Foundation) with earned revenue from training, consultancy, and Charter membership-related services, supplemented by donations and the Big Give Christmas Challenge. Distribution is direct-to-enterprise (venues, festivals, promoters) for Charter and training, with self-serve free downloadable guides and online surveys (State of Access Survey, Next Stage Snapshots) reaching individual disabled audiences, artists, and professionals. The organization holds no patents, has no disclosed AI/ML capabilities, and operates with approximately 8 staff from a single London headquarters, with no subsidiaries, M&A activity, or external funding rounds. The 2024-2025 launch of the No Climate Action Without Us toolkit (v1 and v2) marks the most significant product expansion, extending the mandate into the accessibility-sustainability intersection through partnerships with Julie's Bicycle and A Greener Future.

Name

Attitude is Everything

Legal name

Attitude is Everything

Website

https://attitudeiseverything.org.uk

Company type

Private

Founded year

2000

Operating status

Operating

Headcount range

11–50 employees

Short description

Attitude is Everything is a UK disability-led charity, founded in 2000, that operates the UK-Government-endorsed Live Events Access Charter and supporting programs (Next Stage, Beyond The Music, Mystery Shopping) to improve accessibility for disabled audiences, artists, and professionals across the live music industry.

Ownership category

akta.pro rank

Product category

Live Music Accessibility Services

NAICS

Arts, Entertainment, and Recreation (71)

SIC

Services-Amusement & Recreation Services (7900)

akta.pro primary industry

Event Security, Safety & Compliance Services (MPAIAFAH)

Keywords

• Live event accessibility
• Disability access consulting
• Music industry training
• Access accreditation services
• Venue accessibility auditing

Headquarters

HQ city

London

HQ country

United Kingdom

HQ region

Europe

Offices2 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D, Others

Revenue model

1. Training and Consultancy Services: Provides music and live event industry-focused training and access consultancy services to teams, offering essential knowledge and support to implement accessibility improvements.
2. Grants and Funded Projects: Receives funding from Arts Council England, National Lottery Community Fund, Paul Hamlyn Foundation, John Ellerman Foundation for specific programmes such as Next Stage, Beyond The Music, and Mystery Shopping.
3. Donations and Fundraising: Raises funds through campaigns such as Big Give Christmas Challenge and general donations from supporters, champion funders and donors.

Pricing tiers

Go-to-market motion3 records

Distribution channels4 records

Marketing channels6 records

Core offering

Attitude is Everything provides disability-led accessibility training, consultancy, and accreditation services to the UK live music industry. Its flagship offering is the Live Events Access Charter, a four-tier (Bronze, Silver, Gold, Platinum) framework that venues and festivals join to assess and improve accessibility. The organisation also runs targeted initiatives for disabled artists (Next Stage), disabled industry professionals (Beyond The Music), and disabled audiences (Mystery Shopping programme and State of Access Survey).

Product overview

Attitude is Everything is a disability-led charity offering a portfolio of programs, resources, and accreditation services focused on improving accessibility in the UK's live music and events industry. The core offering is the Live Events Access Charter, a four-tier accreditation framework (Bronze, Silver, Gold, Platinum) providing venues and festivals with structured guidance on accessibility. Supporting this are training and consultancy services, the Next Stage initiative for disabled artists, and the Beyond The Music initiative for disabled professionals. The organization also conducts the Mystery Shopping Programme and State of Access Survey for research, publishes practical guides and toolkits (including the No Climate Action Without Us sustainability toolkit), and runs campaigns like Just Ask to drive industry change.

Differentiator

Problem solved

Functional benefit

Brands

• Next Stage: Initiative dedicated to ensuring the UK's music and event industries recognise and include the talent of disabled artists, connecting disabled musicians with industry to break down barriers on the talent development journey.
• Beyond The Music
• Just Ask
• Live Events Access Charter

Products and services

• Live Events Access Charter UK-government endorsed framework, toolkit, and assessment process with four award tiers (Bronze, Silver, Gold, Platinum) designed to drive genuine accessibility across UK live music venues and festivals.
• Training and Consultancy Music and live event industry-focused training and access consultancy providing venue and festival teams with knowledge and support to implement accessibility improvements.
• Next Stage Initiative Programme dedicated to ensuring the UK's music and event industries recognise and include the talent of disabled musicians, connecting disabled artists with industry to break down barriers on the talent development journey.
• Beyond The Music Initiative Initiative funded by the National Lottery Community Fund that connects aspiring and active disabled professionals with businesses and champions inclusion in the music industry workplace.
• Mystery Shopping Programme Volunteer-based programme in which disabled people assess and report on the accessibility of venues and festivals, amplifying lived experiences of Deaf, disabled and neurodivergent music fans.
• State of Access Survey National survey hosted on Microsoft Forms to better understand how disabled audiences, artists and workers are affected at live music events in the UK.
• Just Ask Campaign and Guide Guidance and training programme to support live event promoters to actively engage and ask Deaf, disabled and neurodivergent music creatives about their access requirements ahead of a performance.
• No Climate Action Without Us Toolkit Toolkit developed in partnership with Julie's Bicycle and A Greener Future exploring how to make disabled people's access to live events environmentally sustainable.
• Inclusive Communities Project Project aiming to build accessible music communities in areas of low arts engagement, growing work with diverse communities and disabled people.

Quantifiable outcome

• 361 volunteers completed over 1,775 mystery shops across 606 venues since 2017
• +3 more outcomes

Named customers10 records

Segments4 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Four partnerships are on record, tiered core and minor.

• Julie's BicyclecoreStrategic or Co-development Partner · 1 January 2023Collaboration on No Climate Action Without Us toolkit - Julie's Bicycle contributed expertise in climate change solutions for culture. The toolkit explores ways of including disabled people in live event sustainability.
• A Greener FuturecoreStrategic or Co-development Partner · 1 January 2023Collaboration on No Climate Action Without Us toolkit - A Greener Future conducted assessments at Green Man, Forwards Festival and Shambala to explore accessibility and sustainability. Contributed case studies and practical solutions.
• Black Lives in MusicminorStrategic or Co-development PartnerCollaboration on Unseen Unheard podcast exploring race and disability in the UK's music industry. Podcast available on Amazon Music, Apple Podcasts, Google podcasts, and Spotify.
• Independent Venue WeekminorGTM or Marketing PartnerPartnership for Just Ask campaign launch in January 2021. Just Ask aims to ensure all artists are given the chance to share access requirements ahead of a performance.

Scale indicators11 records

Recent moves6 records

Expansion highlights6 records

Market position

Strengths4 records

Weaknesses4 records

Competitive moat6 records

Key risks5 records

Key highlights6 records

Customer concentration

• Instagraminstagram.com/attitudeiseverythinghq
• Xx.com/attitudetweets
• Facebookfacebook.com/attitudeiseverything
• LinkedInlinkedin.com/company/attitude-is-everything

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 Attitude is Everything