Sam Fender has raised £50,000 for Youth Music from ticket sales on his 'People Watching' tour. The charity, which supported him early in his career through a North East programme, plans to match the donation as part of its £2 million Rescue The Roots campaign. This will provide £100,000 to youth music projects in the North East.
Sam Fender, the singer-songwriter from the North East, has donated £50,000 to Youth Music, the charity that backed him at the start of his career via its Generator programme. The funds come from ticket sales during his 'People Watching' tour, which also earned him the 2025 Mercury Prize album of the year award. Youth Music will double the amount through its new Rescue The Roots campaign, a £2 million effort to address funding shortages for grassroots youth music initiatives across the UK. As a result, £100,000 will support projects in the North East region. Fender said, “I’m proud to support Youth Music and their ‘Rescue the Roots’ campaign. Help for young people in the arts is scarce – projects like these are so important.” Carol Reid, interim co-CEO of Youth Music, responded: “We’re incredibly grateful to Sam for choosing to support Youth Music and young people in the North East. Music can change young people’s lives, but too many still face barriers to accessing it, just because of where they live. This crucial funding will help ensure opportunity isn’t dictated by postcode. It’s really encouraging to see more and more successful artists giving back to grassroots music, which is often where they learn their craft.” The donation addresses regional disparities noted in Youth Music's Sound of the Next Generation report, where only 52% of young people in northern England identify as musical, compared to 62% in the south. Previously, Fender introduced a £1 ticket levy on his tour, aiding 38 grassroots music venues nationwide. Recently, his collaboration with Olivia Dean on 'Rein Me In' reached number one after 35 weeks in the Top 40, surpassing Ed Sheeran's record, and won Song of the Year at the BRIT Awards. Fender also took home the Alternative/Rock Act award, bringing his total BRIT wins to five.