2018 IT WAS MADE BY MU­SIC!

Hot Press - - SPONSORED CONTENTS -

2018 was another mas­sive year for mu­sic in Ire­land,

and, as usual, Three Ire­land were in the thick of it. There was their re­newed spon­sor­ship of Dublin’s pre­mier live venue, 3Arena; and the launch of Three Made By Mu­sic, an ex­cit­ing new ini­tia­tive, which found them bring­ing Faith­less leg­end Maxi Jazz to Elec­tric Pic­nic for a turntable bat­tle against lo­cal hero Lo Cutz, and adding to the se­ri­ous party vibe at Lon­gi­tude with stun­ning sets from the likes of Sim Simma, Orange Tree, Ed­its, Gash Col­lec­tive, Fulton + Gold, Dip and Club Com­fort.

Also play­ing their Elec­tric Pic­nic stage were Saint Sis­ter, Ja­faris and Kor­mac, the tal­ented young Ir­ish acts who Three Made By Mu­sic have teamed up with, to cre­ate a se­ries of stun­ning mu­sic videos, with con­nec­tions at the heart of each story.

“We wanted an um­brella that brought all of our mu­si­cal ac­tiv­i­ties to­gether,” ex­plains Three Ire­land’s Head of Spon­sor­ship, Karl Don­nelly. “We look at the unique­ness of a live mu­sic oc­ca­sion and how it bonds and brings peo­ple to­gether. You think of those mo­ments dur­ing gigs where it used to be lighters, and now it’s phones lit up. The in­ter­ac­tion be­tween ran­dom peo­ple, and the col­lec­tive spirit that’s gar­nered at a live mu­sic oc­ca­sion, was some­thing we found re­ally in­ter­est­ing.”

AMAZ­ING RE­AC­TION

The Three Made By Mu­sic crew worked their way through a very long list of ris­ing Ir­ish stars – “There’s so much great stuff out there,” Karl notes – be­fore de­cid­ing that alt. folk duo Saint Sis­ter, neo soul­ster Ja­faris and genre-bend­ing dance man Kor­mac were made of pre­cisely the eclec­tic stuff they were look­ing for.

“We didn’t focus on a par­tic­u­lar genre,” he ex­plains. “We wanted the artists to be both mu­si­cally and lyri­cally di­verse, and to bring that spirit of con­nec­tiv­ity to life. All of them were on the cusp of some­thing. We wanted to help them along their jour­ney, and set out to do it as au­then­ti­cally as Over the past year, Three Ire­land have been hugely ac­tive on the mu­sic scene in Ire­land, as spon­sors of the 3Arena they have hosted some of the big­gest acts in the world and ini­ti­ated the hugely suc­cess­ful Three Made By Mu­sic Pro­gramme, with hot young Ir­ish acts Saint Sis­ter, Ja­faris and Kor­mac to the fore... pos­si­ble, and not be too ‘in your face’ as a brand.”

Three’s de­ci­sion to go the mu­sic video route was timely, given July’s rule change, which means that views (as well as streams) now count to­wards the Of­fi­cial Ir­ish Sin­gles Chart.

“There’s been a huge resur­gence in the im­por­tance of mu­sic videos, which are an art form in their own right,” Karl re­flects. “The 30-sec­ond Made By Mu­sic launch video of Ja­faris’ ‘If You Love Me’ topped the Global Per­for­mance Chart, which is a first for an Ir­ish artist. It’s res­onated re­ally well and opened lots of doors for him. Com­bined, the videos for ‘If You Love Me’, Saint Sis­ter’s ‘Caus­ing Trou­ble’ and Kor­mac feat. Jack O’Rourke’s ‘New Day’ have over six mil­lion views – and ris­ing – which is a bril­liant plat­form for them.”

BRIL­LIANT YEAR

While Three Made My Mu­sic may have care­fully teamed them up with such top video di­rec­tors as Shane Grif­fin, Bren­dan Canty and Wil­liam Arm­strong, what hap­pened next was en­tirely down to the artists them­selves.

“All three artists worked on a col­lab­o­ra­tive ver­sion of ‘Caus­ing Trou­ble’, which got an amaz­ing re­ac­tion from the au­di­ence when they per­formed it to­gether at the launch of Three Made By Mu­sic. The re­sult­ing track was the epit­ome of what we in­tended Made By Mu­sic to cel­e­brate – those unique emo­tional con­nec­tions. To­gether they went on to per­form the track at the Elec­tric Pic­nic and at Saint Sis­ter’s sell-out Olympia show in Oc­to­ber and we are de­lighted to be able to sup­port them with its re­lease as a sin­gle.”In­deed, it’s a good thing that the Olympia’s roof was re­cently ren­o­vated or oth­er­wise it might have come off! If you didn’t man­age to make the gig, fear not, be­cause the en­sem­ble ver­sion of ‘Caus­ing Trou­ble’ will be re­leased on Novem­ber 30.

It’s been quite a year, but rest as­sured, there is plenty more to come from Three Made By Mu­sic in 2019!

(Left) Karl Don­nelly of Three; and Edith Bow­man (seated) with (l-r) Ja­faris, Kor­mac and Saint Sis­ter

Newspapers in English

Newspapers from Ireland

© PressReader. All rights reserved.