Tennent's, which has dubbed the initiative and the fund The Tennent's Mutual, is recruiting fans via . Those who sign up before June 30 will be given founder member status and the right to vote.
The Tennent's Mutual live programme will begin in October or November. Among the decisions fans will vote on are which artists perform, locations and ticket prices.
A number of music industry insiders are on board to offer their counsel to fans. These include: Rolling Stones svengali Andrew Loog Oldham; Babyshambles guitarist Drew McConnell; and Johnny Lynch, a member of , an alliance of Scottish musicians. They are all participating on a voluntary basis.
Tennent's said that it had come up with the idea after quizzing 13,000 music fans about how they would like the music industry to be different. An overwhelming number, 98%, said that they would be interested in having more bearing on the development of live music in Scotland.
George Kyle, head of sponsorship at Tennent's Lager, said: "There's absolutely nothing else out there like The Tennent's Mutual but the ethos behind it definitely reflects what music fans want right now.
"Who knows what gigs will happen and where -- the point is that it's up to the fans to decide, which is a tremendously exciting step. Ultimately, we want people the length and breadth of Scotland to get involved in a great music debate and for their collective viewpoint to be heard as loudly as possible."