Apple Corps will open a new state-of-the-art Beatles Story attraction in Liverpool in 2028. Ticket revenue will be directed to the Apple Corps Liverpool Trust, a charitable initiative designed to provide financial support and opportunities for emerging Liverpool artists.
The announcement included endorsements from Paul McCartney and Ringo Starr, both acknowledging that The Beatles and Liverpool are inseparable, and emphasising the city's role in shaping the band.
Support for emerging talent
Kev McManus, Head of Liverpool UNESCO City of Music, described the funding commitment as vital support at a time when emerging artists face increasing difficulty breaking into a music industry that has transformed since The Beatles' era. He noted that talent alone is no longer sufficient — specialist music industry support is crucial to ensure only artists who can afford to make music do not dominate the industry.
Musicians from Liverpool's LIMF Academy talent development programme — Bethane, Koj, Michael Aldag, and Astles — are currently forging successful careers in the music industry and benefited from this type of support during their development.
Liverpool's music development continues
In May 2026, Liverpool partnered with Hamburg for the Hamburg River Festival, acknowledging the historic link between the two cities in The Beatles' development. The city sent five emerging artists from the LIMF Academy to showcase Liverpool's music diversity, alongside the young Beatles cover band Beatles Complete.
The Youth Music Awards will be hosted in Liverpool for the first time next week, after being held in London until this year. Local artists Koj, Bethane, and Astles are among those nominated for awards. Other established talent development programmes in the city include NOISE at MYA, which supported the development of local band Keyside.