Multi-million pound deal to bring major acts to Wolverhampton Academy
A troubled nightspot has vowed to bring major shows to the Black Country after signing a multi-million pound deal with a top northern music venue.
Wolverhampton Academy, previously known as Starworks, has joined forces with Manchester’s Victoria Warehouse – which has recently been taken over by the O2 Academy Music Group.
Bosses say the deal will bring 15 major shows a year to the Frederick Street venue, with an emphasis on attracting top-level dance acts and DJ nights, along with a variety of other genres.
The venue is undergoing a £1 million overhaul after suffering a year to forget.
In May, a huge blaze caused thousands of pounds worth of damage and forced a temporary closure, and in July Gazza cancelled a performance at the venue over issues with his pay.
Last month ram-raiders ripped out a 10ft window and made off with £6,000 worth of stock.
It has since been taken over by digital entrepreneur Neil Kettleborough, who has vowed to transform the academy into one of the region’s best entertainment venues.
'A lucrative deal'
Commenting on the partnership with Victoria Warehouse, he said: “This is a lucrative deal for both parties and sees us collaborating with Victoria Warehouse for the next three years.
"We went up to Manchester to open negotiations last month and after a great meeting with James Cohen – the brainchild behind Victoria Warehouse – we are delighted to confirm we are now their regional partner.
“This is a massive deal, which will really put Wolverhampton Academy on the map.”
Mr Kettleborough said the new deal would also bolster an already busy schedule for the venue, which is currently working on a host of new events including Party Bingo and a Kisstory night.
He added the deal would ‘kick start’ on December 1 with Bass Jam, featuring drum ‘n’ bass, grime and house DJs.
And a band put together by three cast members from Peaky Blinders – called A Blinding Experience – will play their first gig there on November 16.
Upgrade
The ongoing overhaul of the 3,000-capacity venue will eventually see up to 40 new jobs created.
New security and CCTV systems are already in place, as well as new tills and an upgraded booking system.
Mr Kettleborough owns Shoreditch digital marketing firm Chalk Global and ran bars and clubs in London before initially taking on a management role at Starworks earlier this year.
He has vowed to create a venue that hosts big shows, gigs and music festivals, but is also available to be hired out for private events, conferences and large scale exhibitions through the week.
In August, Victoria Warehouse brought in Academy Music Group – whose shareholders include Live Nation Entertainment – to run its 3,500 capacity main auditorium.
