Liverpool-based independent music organisation Primal Live has announced a strategic partnership with Asian music platform Cisumverse to create new international opportunities for British independent artists across Asia. The groundbreaking new deal represents the start of an exciting new relationship between Liverpool and Asia.
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For the past few years, Primal Live has been providing a platform for local artists through their charity song contest events. Many of the artists have gone on to bigger things, whilst the concept has raised tens of thousands of pounds for homelessness. The grass roots organisation has received widespread praise and coverage from the likes of Liverpool Echo, BBC North West Tonight and NME.
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The new collaboration with Cisumverse will establish the “Go Asia” Award within Primal Live. Through the initiative, selected British artists will receive support to perform at major music festivals in Asia, build international fan communities via the CisuMusiC App, and access long-term opportunities including touring, music releases and merchandise development throughout the region.
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The partnership aims to strengthen connections between the UK’s independent music community and emerging Asian markets by providing artists with practical pathways to international audiences and sustainable career development. With many UK music artists struggling to make a living due to lack of streaming revenue and the pressures on live music venues, it is said to be a very appealing opportunity.
Andrew Sampson, Founder and CEO of Primal Live, said: “Partnering with Cisumverse gives our artists access to exciting opportunities in Asia that would otherwise be difficult to establish independently. We believe this collaboration will help more British independent musicians build international careers and reach new audiences.”
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Xiaofeng Xu, Founder and CEO of Cisumverse, said: “The UK has long been recognised as one of the world’s most influential homes of independent music. While many British artists have built strong audiences in Europe and North America, Asia remains a market with significant untapped potential.”
He continued: “Through this partnership with Primal Live, we hope to create a long-term platform that enables outstanding British independent artists to connect with audiences across Asia, while encouraging deeper collaboration between the creative communities of both regions.”
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The first artist to benefit from the initiative is country artist John Roche, who was selected following his outstanding performance at Primal Live’s Liverpool event in October 2025 He has been invited to perform at the Star Nest Music Festival in Bangkok on 8th August 2026, becoming the first British artist to launch an official fan community on the CisuMusiC App.
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Primal Live and Cisumverse expect the programme to expand in the coming years, creating further opportunities for British artists to perform, collaborate and develop sustainable careers across Asia while strengthening cultural and creative connections between the UK and the region.
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