Ei Publican Partnerships has announced a partnership with live music specialists Live&Loud.

Ei publicans will now have access to a special discounted rate to use the service which has been dubbed ‘Tinder for pubs and bands’. Publicans create a profile outlining what they’re looking for, including what they’re prepared to pay, and live music acts that fit the bill can apply for the chance to play live at their pub.

The partnership will be launched at Ei Publican Partnerships’ annual trade show, eilive, held across the country from this week. Live&Loud will attend each show with a stage to showcase their offering.

Co-founder and chief executive of Live&Loud, Mick Newton, former manager to Steve Winwood, boy band Bros and The Pet Shop Boys, said: “We set up Live&Loud to raise awareness of the fact pubs no longer need a licence to show live music, and to connect unsigned musicians with venues, giving them a platform from which to perform.

“It’s great for musicians looking to perform but it also helps drive sales for pubs. CGA research shows that venues can see a sales uplift of 44% during the week and 60% during the weekend by showing live music. It also provides pubs with great content for social media and attracts new people into their venues, so its win-win.”

Group services director at Ei Group, James Armitage, added: “We are continually developing the services we offer our publicans to support them in building successful pub businesses and with Live&Loud we’re offering a great opportunity to tap into live music. Live music can be a huge draw for pubs, so whether our publicans are experienced in hosting such events, or want to try it for the first time, this is a great platform to help them.”

Live&Loud has 10,000 artists nationwide across all genres currently signed up to its service.