Bringing people together through music.
later@ produces live music events, festivals and creative projects across Greater Manchester and East Lancashire — connecting artists, audiences and independent spaces.
The story so far
Paula Greenwood founded later@ to bring more original live music to Rossendale. Through later@, she produces gather@, a multi-venue music and culture festival across the Rossendale Valley, and Women of The Fall, a project bringing together the women who helped shape The Fall’s music and history.
Originally from Manchester, Paula worked in music during the city’s creative growth in the late 1980s and 1990s, founding Playtime Records and working in music PR. She went on to spend many years in the music business in London.
Paula later moved into digital project management, working with organisations including The Guardian and Condé Nast. She is now Project Director at 22 Group, leading branding and website projects.
great music needs
great spaces
later@ works with independent venues with their own identity and a commitment to keeping grassroots music alive.
Built on a Belief in Original Music
Founded in Rossendale in 2025, later@ was born from a simple belief: original music deserves more opportunities to be discovered, experienced and celebrated.
That belief continues to shape everything we do, guided by a set of core principles that define who we are, what we stand for and the future we’re working to create.
1
Discovery
We seek out original artists and ideas, and invite audiences to discover something new.
2
fairness
We create paid opportunities, programme at least 50% female-led acts, and make space for artists who face barriers in music.
3
connection
We bring people and places together through live music, working with independent venues across Rossendale and beyond.
4
care
We treat artists, audiences, collaborators and volunteers with respect, and pay attention to how people experience our events.
5
Committment
We take an interest in artists beyond one performance, helping them develop their work and find the right opportunities as they grow.
At a time when grassroots venues are vanishing, and performance opportunities are shrinking, it’s hugely refreshing to see someone with Paula’s experience and empathy for artists actually doing something about.
Tim Vigon
Artist Manager (The Streets / The Zutons)