A new concept aiming to revitalise the grassroots live music scene is gaining attention, with Josh at the helm of Jofful Gig Discovery.
Built around the idea of “Mystery Gigs”, the project strips away algorithms and predictable line-ups, instead offering fans the chance to experience live music in its purest form – discovery, surprise and connection.
“The main aim is simple,” Josh explains. “I want to help bands and venues sell more tickets. A great side effect of that is fans finding amazing new music they might never have come across otherwise.”
The concept centres on Mystery Gigs, where only the genre, date and general location are revealed beforehand. “It’s like buying a pack of Pokémon cards or a mystery box,” he says. “You don’t know exactly what you’re going to get, and that’s part of the excitement.”
For now, Josh works alongside event planners to provide supplementary promotion, but he hopes to host his own events in the future.
The idea was born out of frustration with the current state of the industry.
“There’s so much great grassroots music in the UK, but bands and venues are struggling,” he says.
“Between big ticket companies and algorithms, it’s hard to cut through the noise. I wanted to create something free from all of that.”
While not directly from within the industry, Josh’s passion comes from supporting friends in bands. “I’m a designer by trade, so I’ve helped with posters and artwork. Seeing how hard bands work made me want to find a fun way to support them.”
He believes the live scene has shifted dramatically.
“Everything is driven by algorithms and budgets now,” he adds. “But there are still incredible bands and venues doing great things.”
Ultimately, his goal is clear: “I want to help bands find new fans, and fans find new bands.”
The next mystery show is on Saturday, July 25, in Guildford.