Why We're Doing This

We could spend this money on ads. Meta would take it. Google would take it. And you'd probably never see it.

Instead, we're putting it directly into the hands of the places that make the alternative scene worth belonging to: the small venues holding on by their fingernails, the club nights keeping the community alive, the underdogs who do it for love, not profit.

The Underdog Awards is funded by redirecting our advertising budget away from the big platforms. We're being upfront about that, because we think you deserve to know where the money comes from and where it goes. Your visits to this page help us and we pay it forward and support the scene we love and depend on.