VIRGIN Trains is "on board" as a sponsor for Liverpool International Music Festival.
Richard Branson's rail firm – which still operates the West Coast Main Line - is the official travel partner for the August Bank Holiday event which replaces the Mathew Street Festival..
The company might also be seeen to be going back to its musical roots by sponsoring the LIMF Academy, which will "work with and inspire young people who are interested in getting into the music business", say organisers.
This weekend, LIMF Academy artists will be performing on the station platform at Stafford railway station as festivalgoers make their way to and from V Festival.
Graham Leech, Commercial Executive Director for Virgin Trains, said: “Liverpool is a thriving city with a rich cultural heritage.
“We’re thrilled to be able to support this festival, which is bursting with world-renowned headline acts and will showcase the best that the city has to offer."
Your timetable
Anyway, a reminder of what's on.
During bank holiday weekend from 23 to 26 August, acts will take to a new stage in Sefton Park including internationally acclaimed Royal Liverpool Philharmonic Orchestra and chief conductor Vasily Petrenko, Soul II Soul, Rebecca Ferguson, Ghetto Youths International Crew (featuring Damian, Stephen and Julian Marley) and The Christians as well as some of the leading stars from the world of reggae, jazz, folk and African. Throughout the weekend there will be food stalls, a children's fairground and other family activities.
On Saturday 24 August, the Pier Head will play host to the Turn Up the Radio event with headliners JLS being joined by acts including Little Mix, Union J, Stooshe, The Vamps and Eliza Doolittle.
On Sunday 25 August Party at the Pier will see the Juice FM stage playing host to well-known artists including The Saturdays, Texas and Nina Nesbitt. They will perform alongside local stars including Esco Williams, The Hummingbirds and Chelcee Grimes. There will also be a Mathew Street Festival Stage with Real Radio (programmed by Bill Heckle and Dave Jones from Cavern City Tours) with acts paying homage to artists such as Queen, Adele, Robbie Williams and The Rolling Stones.
