Rough Trade 50 Comes To Liverpool
Launching With A Very Special Viagra Boys Curated Show

Rough Trade, one of the world’s most influential independent music brands, has announced it will bring its 50th anniversary celebrations to Liverpool with a series of unique events, starting with a very special one-off headline show from Viagra Boysat the iconic 121-year-old Liverpool Olympia on Friday 28th August 2026, this August Bank Holiday weekend.

Founded in West London in 1976, Rough Trade has grown from a single record shop into a globally recognised independent music institution, built on a DIY ethos and a deep connection between artists and fans. Five decades on, it remains at the forefront of music discovery and culture.

The band, whose breakthrough album Street Worms stands as a key moment in Rough Trade’s ongoing commitment to championing new music – will perform a unique, one-off show in the city that is home to Rough Trade’s largest global store.

Cementing the moment further, Viagra Boys were also crowned Rough Trade’s No.1 Album of the Year 2025 in their globally respected end-of-year Top 100 chart, making them the perfect act to headline this landmark Liverpool event.

The show forms part of a wider programme of very special events celebrating Rough Trade’s anniversary year, alongside a curated series of 50 essential album reissues spanning five decades.

The Liverpool show will feature a specially curated line-up, put together by Rough Trade alongside the band themselves, promising a night that will celebrate the past, present and future of independent music culture in a way only Rough Trade knows how. This is the first announcement of Rough Trade 50 outside of London, with further Rough Trade 50 Liverpool shows set to be announced for later in the year.

“Liverpool has one of the richest musical histories anywhere in the world, and it’s home to our biggest Rough Trade store globally. Bringing our 50th anniversary celebrations here – with a band we’ve built a close relationship with since their debut – feels incredibly special. This unique Liverpool show with Viagra Boys is exactly what Rough Trade is all about.”
Lawrence Montgomery, Managing Director of Rough Trade

“Rough Trade is unquestionably one of the world’s great independent music institutions. For their 50th anniversary to land in Liverpool – as the only other shows outside their London birthplace – is a real coup for the city. It speaks volumes about Liverpool’s musical heritage and its continued importance as a global music city.”
Kevin McManus, Director of UNESCO City of Music, Liverpool