Founded by music industry veteran Chris Peabody, the platform allows artists to offer benefits such as pre-sale concert tickets, early access to music, exclusive content and limited-edition merchandise, while also giving them direct access to their fanbase and a new, reliable revenue stream. Indie folk band Stornoway are among the artists already signed up.

The Pack Smart Group, a Coventry-based e-commerce and fulfilment business that supports independent artists and brands with print, distribution and logistics, has invested in Hootenanny to help scale the platform and unlock new commercial opportunities for artists.

A key part of the partnership will see artists able to design merchandise directly within the Hootenanny platform, with Pack Smart handling on-demand printing and fulfilment, allowing unique products to be created and shipped to fans directly.

Nick Walker, CEO of The Pack Smart Group, said: “We are passionate about supporting independent artists and helping them find new ways to build sustainable careers.

“Hootenanny is a really exciting platform because it puts fans and artists back at the centre of the experience. It is about connection, creativity and giving artists the tools they need to succeed without barriers.

“By combining our fulfilment expertise with Hootenanny’s platform, we can help artists bring their ideas to life and get them directly into the hands of their fans in a simple and scalable way.”

The investment into Hootenanny by The Pack Smart Group comes at a time when many artists are facing increasing financial pressure, with streaming payouts remaining low and touring becoming increasingly expensive.

Hootenanny’s model is designed to offer an alternative and reliable income stream, enabling artists at any stage of their career to monetise a dedicated fan community while retaining control over their audience and data.

Chris Peabody, co-founder of Hootenanny, said: “This is about putting the relationship between artist and fan back where it belongs. For too long, artists have been building audiences on platforms they do not control and trying to make a living from models that simply do not work.

“We are bringing back something people already understand and love – a fan club – but doing it in a way that actually works in today’s industry. It gives artists a real chance to build a career on their own terms and gives their fans a clear way to support them.

“Working with The Pack Smart Group means we can take that one step further. Artists can create something special for their fans without any risk, and fans get access to merchandise that feels genuinely personal and meaningful."

Pictured from left: Seánna Holland (Business Development Director at The Pack Smart Group), Chris Peabody (co-founder of Hootenanny), Nick Walker (CEO of The Pack Smart Group), Grace Taylor (co-founder of Hootenanny).