Ghostwriter Consultancy & Events creates app to support grassroots venues

Finance Director at Ghostwriter Consultancy & Events, Victoria Smith has been recognised by Innovate UK’s Women in Innovation Awards for her game-changing software platform, which will revolutionise the live events sector. 

The North East entrepreneur and mother of two is one of 50 women trailblazers chosen by Innovate UK to drive forward their business idea, benefitting from a £75,000 grant and one-to-one business coaching to help scale-up their innovation. 

The 37-year-old was inspired to develop Gig Lab after seeing first-hand the challenges that venues and promoters face in the live events industry. From time poverty and complex logistics to disconnected systems, these hurdles often hold back independent venues from reaching their full potential. Gig Lab is her answer to these challenges; a transformative software platform designed to simplify event planning, streamline operations, enhance visibility and empower venues to focus on what really matters: creating unforgettable experiences for their audiences.

Victoria has always had a passion for live events, starting her career at 16 as a Box Office Assistant at Sunderland Empire. Her years working across the country for industry leaders like Live Nation, MAMA, and Academy Music Group taught her invaluable lessons in operations, strategy, and financial scrutiny, providing a solid foundation for her career.

Over time, she felt a pull back to her roots and independent venues where she spent her teenage years soaking up the sense of community and creative energy. Inspired by the freedom and agility of grassroots spaces, she embraced the chance to work in a world where decisions are made for the love of music and local culture, not just profitability. It’s this passion for championing creativity, emerging talent, and the unique spirit of live events that drives everything she does today.

Victoria, said: “I’m incredibly honoured to win the Innovate UK’s Women in Innovation Award and humbled to share my recognition alongside such incredible women developing scientific and medical innovations.

“This award isn’t just about me, it’s about the incredible team at Ghostwriter Consultancy & Events, whose expertise and passion have been the foundation of everything we do. I’m fortunate to work with such a talented group of individuals who share my vision of empowering independent and grassroot venues, and I couldn’t have achieved this without their dedication and support.

“The timing of this award feels especially significant with Sunderland recently being named a Music City, a recognition that highlights the city’s vibrant culture and its commitment to supporting the creative industries. Relocating Ghostwriter from Oxford to Sunderland has been a game-changer for us, opening up opportunities we couldn’t have imagined. With the backing of North East BIC, Innovation SuperNetwork, Creative UK, and Sunderland Culture, we’ve been able to maximise this award and move forward with Gig Lab in a way that’s truly transformational.”

Debbie Simpson, Innovation Adviser at the North East BIC, said: “Working with Victoria has been an immense pleasure, and she truly deserves the Innovate UK award. From our very first meeting, her passion and deep expertise in the events sector were unmistakable. This groundbreaking platform is set to revolutionize event management, with its impact resonating across the entire industry and beyond.”

Wayne Bryant, Senior Innovation Manager, Innovation SuperNetwork powered by UMi, added: “It’s fantastic to see Ghostwriter Consultancy & Events recognised by Innovate UK’s Women in Innovation Awards. Through the Innovate UK North East Digital Technologies Launchpad programme, we’re proud to have supported them to collaborate, commercialise, and attract finance to their game-changing software platform Gig Lab.

“This award highlights not only Victoria’s vision but also the strength of the North East’s growing digital innovation cluster. By connecting Ghostwriter with Layers Studio to develop the platform locally, we’re fostering collaboration that drives regional innovation forward. This is a well-deserved milestone for an exceptional team transforming the live events sector.”

The software is being developed locally by the team at Layers Studio, keeping innovation grounded in the North East. Victoria added: “We’re also proud to collaborate with the University of Sunderland’s Arrow Innovation Project, which is providing cutting-edge academic support to enhance the platform’s AI capabilities. Being part of this vibrant community, in a city that’s fully embracing its identity as a Music City, has been transformative for Ghostwriter. Sunderland’s focus on championing creativity and fostering collaboration has created the perfect environment for innovation to thrive.”

Mike Jurowski, Business Development Manager, Arrow Sunderland Innovate and Grow, added: “In today’s digital driven world, live events play a vital role in bringing people together to relax, socialise and have fun, as well as delivering economic benefit to the artists, venues and local communities.

“In the live events space, Victoria stands out as an inspirational leader with a clear vision to enable more independent venues to deliver more, great live events. Victoria’s passion and enthusiasm for what she does is clearly evident, and the award of the Innovate UK Women in Innovation Award is richly deserved. The University of Sunderland are delighted to be supporting Victoria and the team with the development of Gig Lab, through the Arrow Sunderland Innovate and Grow programme.”

Paula Harrison, Director at Layers Studio, said: “We’re over the moon to see Victoria recognised by Innovate UK. Collaborating with brilliant local businesses is something we’re truly passionate about. It means we can help tackle global challenges while proudly showcasing the talent and creativity of the North East. It’s amazing to be able to say that this game-changing software is being designed and built right here in the North East, empowering grassroots venues and putting our region firmly on the map.

Nick Malyan, Chief Executive of Sunderland Culture, which also contributed a grant to the development of Gig Lab through its Unlock programme added: “We are delighted that Victoria has been awarded Innovate UK’s Women in Innovation Award for her excellent work developing Gig Lab. The platform promises to make a real difference to grassroots music venues everywhere, not just in our city and it’s fitting that the concept was developed here in Sunderland, as the newest member of the global Music Cities Network.”

Kristian Foreman, Lead Programme Manager, North East, said: “Creative UK has supported Gig Lab through the DCMS-funded and North East Combined Authority supported Create Growth Programme, where they’ve receiving mentorship and business support to grow and prepare for investment. We’ve witnessed first-hand Victoria’s commitment to putting in the work and seeking out the contacts to make Gig Lab a success, and it’s gratifying to see that work recognised with this award. With Gig Lab, Victoria has identified a problem in the live events sector and created an innovative solution that should work for the benefit of venues and musicians alike. We’re proud to have Gig Lab in our exhibition at the Investment for Growth: The Big Creative UK Summit, where we showcase the Creative Industries to an engaged investor audience.”

The Innovate UK’s Women in Innovation Awards received 1,452 applications from women founders across the country, along with up to £3.75 million in funding to support them in developing inspiring solutions to pressing societal, environmental, and economic challenges.

Victoria encourages music venues and promoters to register their interest in Gig Lab at www.giglab.co.uk