Black Sabbath to give city £20m boost

Ozzy Osbourne's final show is proving hugely beneficial to his home city

Black Sabbath's final show on Saturday will help to boost the West Midlands economy by up to £20m, new figures reveal.

The West Midlands Growth Company said as many as 300,000 music, sport and food fans would descend on Birmingham for what is being described as a "super weekend".

Hotels in the city are at 89% capacity for the weekend of the final homecoming of Ozzy Osbourne's band, as well as a concert by Jeff Lynne's ELO, test match cricket at Edgbaston and the Colmore Food Festival.

Birmingham's cafes, bars, businesses and music venues are all set to benefit from the massive influx of visitors.

A pop-up shop in Selfridges includes a giant Ozzy Osbourne made of bricks

At a private ceremony on Saturday the four members of the band were given the freedom of the city of Birmingham.

Laura Orrell, director of sales at The Grand Hotel, said rooms sold out as soon as the Black Sabbath date was announced.

"It's a great event coming to city and has a massive buzz about it," she said.

Dave Longmate, owner of Subside Bar in Digbeth, is showing a stream of the concert on Saturday and said he was expecting a bumper crowd over the weekend.

"It's enormous really," he said.

"We've already had messages from people from all over the UK, from Ireland, from Europe and even from America saying that they're coming over for the event," he added.

Leader of Birmingham City Council John Cotton said the eyes of the world would be on Birmingham for "an extraordinary, unrivalled few days of music, sport and foodie events".

Artists working with metal heroes

Some of the region's creative talent and independent businesses have also received a welcome boost after many were commissioned by Black Sabbath's team to produce merchandise as well as bespoke artwork.

City-born contemporary artist Mason Newman, who has previously collaborated with Madonna for her fashion label, said being involved with Saturday's Villa Park extravaganza was "like winning a Grammy".

His limited edition collection forms part of a pop-up shop at Selfridges in the Bullring.

"Thanks to Sharon [Osbourne], I'm super excited to announce something else soon," he teased.

Contemporary artist Mason Newman has designed Black Sabbath merchandise

After leaving school in Northfield, he had used a £200 loan from his grandfather to set up his own clothing business, and said he was heavily influenced by Black Sabbath's rags-to-riches story.

"Who wasn't?" he added.

"A group of working-class kids went on to do something great. I think I saw Ozzy say once if he wasn't a musician he'd be a butcher or something like that.

"All destined to be something normal but went on to change the world and create an entire genre of music," he added.

"I see myself in all of them."

Lea Williams's handpainted jacket will be auctioned for charity

Cheshire artist Lea Williams said she had been asked to create a bespoke hand-painted jacket, which will be auctioned as part of the production.

"I can't believe I have been asked, to be honest, as a massive fan of Ozzy forever," she said.

Proceeds from the auction and show will support Cure Parkinson's, Birmingham Children's Hospital and Acorn Children's Hospice.

"It's a moment of a lifetime. This is one of the biggest gigs that's ever happened in this country, it's like the rock equivalent of Live Aid, it's unbelievable."

City artist Jon Jones was also commissioned to create artwork

Fine art produced by city artist Jon Jones will be used on official concert merchandise.

Two of his pieces are also on display at the Birmingham Museum and Art Gallery as part of their Working Class Hero exhibition.

An image of the band from the early 1970s was personally selected by Sharon Osbourne to be recreated by Jones.

During the process "they became my daily obsession", he said.

"They are true legends – in Birmingham and beyond."

The work, alongside a collection of Sabbath-themed originals, is also on show at the Castle Fine Art gallery.

Mr Murals has created artwork on Navigation Street and outside Selfridges

Independent city make-up firm Jolie Beauty, revealed it had been chosen by the team to produce a unique collection in conjunction with Ozzy - famous for his thick, black eyeliner.

The collaboration was "testament to Ozzy's impact on the gothic and alternative communities, and a celebration of his legendary influence on music, fashion, and creativity," said chief executive Jolie Cashmore.

As well as a 40m (130ft) mural depicting Ozzy and the band, city creative Mr Murals was commissioned to create a portrait of the band outside Selfridges.

Last weekend he was surprised by a visit from Ozzy and his three original bandmates while he was working to create the mural.

"I'm honoured to take part in the celebration of Black Sabbath's rich musical roots with such a unique piece of artwork right in the heart of Birmingham," he said.

Jolie Cashmore said her collaboration with Ozzy Osbourne celebrated his influence on music, fashion, and creativity