2018 IT WAS MADE BY MUSIC!
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.”
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.”
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