OTS p36-38 live music Nov08.qxp 05/11/2008 16:26 Page 38
feature · live music
Whistle while you work
In Edinburgh, just off the Royal Mile is facility, always
Whistle Binkies, a music venue that available, that is in
has spent years honing its reputation great demand
as a quality live music venue, and from young
bands play seven nights a week people that
throughout the whole year, with just require
one day off. Entertainment and somewhere to
marketing manager Gaz Long is play and express
charged with the task of recruiting themselves.”
bands and filling every available slot. He also
Thankfully he found the time to chat highlights the
to OTS about what pubs need to look need to get the
at when considering having a live right equipment –
music night. “Many landlords think that and if possible do
the odd gig here and there will bring your own
custom on an ad hoc basis,” he says. promotion. “I do
“This isn’t efficient though because all the bookings
one-off shows require a great deal of
The best view in the house at
myself working
resources: publicity to promote each Edinburgh’s Whistle Binkies music venue. with artists on an
event, hiring of sound and lighting individual basis. In
equipment along with the staff phenomenon that dominated the addition, working with record
required to ensure it runs smoothly. It nineties,” says Gaz. “Live music companies and agencies that are
is far better to make a commitment to provides highly dynamic entertainment looking to get their artists exposure;
live music, allowing the venue itself to that is both visual and audible where this can provide a level of quality
gain the reputation for quality bands as with clubbing the dynamism comes control that aids in sorting the ‘wheat
and a great quality night out.” from the clubbers who are attending.” from the chaff’”.
A shift in attention by the younger Gaz’s advice to licensees looking at So, if you’re a licensee wanting to
generation towards live music from the potential benefits of hosting live go down the route of live music then
clubbing is another reason to get music comes back once again to be sure to either have the requisite
involved in music nights. “Whistle commitment. “It is the key. In many level of commitment yourself, or from
Binkies growth has benefited from the respects Whistlebinkies can be thought a member of your staff, who knows
shift from the demise of the clubbing of as a ‘skate park’ i.e. a top class what the rewards may be.
UIforwardBrands behind music
Drinks brands have always been quick to associate themselves
with music, as there’s not many better ways of tapping into the
18-30 crowd.
Both Tennent’s and Miller Genuine Draft have recently
launched innovative campaigns to both promote new music in
Scotland – and keep their brands fresh in the minds of consumers.
Back in April Tennent’s launched The Tennent’s Mutual – an
internet-based scheme that allows music fans to control what
bands play, and where. After a six month period of recruiting,
voting and planning, Season One of the Mutual launched in
October with a series of gigs across Scotland. After Tennent’s put
down a start up fund of £150,000, all ticket money received
from the huge array of gigs being held through October and
November will go into the pot to fund the next Season.
MGD’s scheme, The Mill, works differently with the brand with a difference – one that adds real benefit to the modern
taking over two venues – Òran Mór in Glasgow and The day Scottish local music scene. That’s not something that people
Caves in Edinburgh – once a week. Music fans can download free would expect from Miller Genuine Draft and we’re proud of that.”
tickets to the gigs at a dedicated website. There’s a simple Swedish cider brand Kopparberg has also invested heavily in
manifesto behind The Mill: “support those bands that are pushing music this year with sponsorship of UK music festivals, including
the boundaries, both in their music and their approach and create Scotland’s Connect, while its The Kopparberg Collective sessions
a platform where they can play to their maximum potential.” ran throughout the summer in venues ranging from Club de Mar
Richard Ingram, marketing manager at Miller Brands UK said in Ayr, to Fat Sam’s in Dundee, Maggie Mays in Glasgow,
at the launch of The Mill. “We aim to create a music programme Lourenzo’s in Dunfermline and Edinburgh’s Cabaret Voltaire.
· 38 · ots · november 2008 · www.55north.com/ots_home.asp
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