Scottish brands for Scottish bands: Singer’s attempt to make traditional music and song a marketing tool
Today, one of Scotland’s singing stars is urging the country’s leading businesses, brands and trade organizations to partner with traditional bands and musicians to help them sell their local products.
Iona Fyfe, who was named Performer of the Year at last year’s Scots Language Awards, has been called in by Aberdeen Football Club to record a new version of The Northern Lights anthem with folk musicians Graham Rorie, Aidan Moodie and Michael Biggins.
The response to the song and a video, commissioned as part of the club’s subscription campaign, helped propel it to the top 40 of the UK download charts.
Now the Huntly-born singer is calling for a slew of official partnerships to work on both official campaigns and marketing initiatives, but also wants to see key Scottish producers do more to support the music industry. under-threatened.
Suggestions including involving artists and musicians in becoming the official face and sound of a brand, companies creating tailor-made events to perform, and programs to help fund the recording of new albums.
Fyfe said: “It seems logical that Scottish bands and musicians are partnering with Scottish brands, companies and organizations.
“There’s a lot more collaboration that could be done if they push Scottish things. It just seems like the most natural thing to involve folk music or Scottish music. “That’s the way to go because a lot of these big companies have marketing money and they support the arts.
“We’re missing something for not having done it before. Hopefully it will happen a lot more now.
“I would really like to partner with Scottish gin or beer brands in the future. Would love to work with Ishga Skincare, a Scottish cosmetics company selling organic seaweed skin care.
“Businesses and brands could sponsor a band to fund an album recording or create marketing campaign events.”
The traditional Scottish music scene has received a major boost in recent years when the Belhaven Brewery launched an annual innovation grant of £ 25,000 and even hosted its own music festival.
Hebridean group Skerryvore recently hosted a live event at Fingal, a floating hotel in Leith Docks, following a successful event at the Clydeside Distillery in Glasgow last year.
Founding Member and Managing Director Daniel Gillespie said: “Scottish brands that combine with Scottish music and culture to attract a global audience and Scotland as a whole has been something I have championed for years.
“We’ve tried low-level partnerships with our Whiskey Sessions concerts in the US, working with malts like Aberlour, Jura and Shackleton.
“We had an amazing reaction to it which worked both ways, ie whiskey lovers discovering music and music lovers trying malt whiskey for the first time.
“We’ve also had our recent live broadcast events where we’ve partnered with venues like the Clydeside Distillery in Glasgow, the Burns Museum in Ayrshire and Fingal.
“Through our three live broadcasts, we reached just under 20,000 people in 27 countries. The past year has only highlighted the huge potential reach of Scottish music online. ”
Stuart Cassells, founding member of the Red Hot Chilli Pipers, has carved a career in the whiskey industry since leaving the group and is currently Managing Director of The Macallan Estate.
He said: “In the past, the new audiences that many Scotland-based brands were trying to reach have tried to be quite international in how they wanted to be perceived.
“It was very different from what was going on in the 1960s and 1970s. When you look at the brands of whiskey and the bottles that were launched, they were very overtly Scottish. Someone once told me that it was almost a contest to see who could be more Scottish.
“The whiskey brands had to turn the tide and move away from that and as markets started to expand globally they had to attract audiences where this message was not as relevant.
“However, I actually think it’s coming back now. Brands are starting to see the benefits of being Scottish and the importance of having a Scottish identity and what it means.
“All over the world, Scotland is synonymous with quality, provenance and heritage. A brand that has that is something really powerful. More than ever now, it’s about telling stories and emotional things. Music plays with emotions.
“Events like Celtic Connections have done a lot to make Scottish music more understood and accepted.
“It’s now part of a bigger melting pot and we’ve had some amazing musicians over the last few years who have helped make this happen.”
Malcolm Roughead, Managing Director of the national tourism agency VisitScotland, said: “The importance of the languages, dialects and traditional music of Scotland cannot be underestimated.
“It is essential that Scotland be able to provide a memorable and unique visitor experience to meet ever-changing consumer demands. Our languages, dialects and music have the potential to be a key ingredient in Scottish tourism. They can provide an extra layer of the authentic Scottish experience for our visitors.
“We encourage businesses to consider adding an element of our languages and dialects or traditional music to their tourism offering, where appropriate.
“We believe they will continue to prove valuable assets to Scotland’s identity that capture the imaginations of Scots at home and around the world.”
FIVE SCOTTISH SONGS USED IN ADVERTISING CAMPAIGNS
Caledonia: Singer-songwriter Dougie MacLean’s folk ballad, which was written while homesick while walking around France, only became well known when it was first released. used for an advertisement for Tivez’s Lager in 1991, although fellow Scottish fellow Frankie Miller was used instead. .
Wild Mountain Thyme: The Silencers, one of Scotland’s most successful bands of the late 1980s and early 1990s, were commissioned by the Scottish Tourist Board to create a new version of the folk song 18th century Scottish-Irish Wild Mountain Thyme.
Young at Heart: Scottish band The Bluebells had their biggest success with the song in 1983 and reformed when it was used in a Volswagen commercial a decade later, sending them back to Top of the Pops.
Summer’s Gone: Edinburgh-based folk-pop Aberfeldy enjoyed huge success with a song from their debut album, recorded on a Bongo Club microphone, after it was used in a commercial for Diet Coke, which aired during the 2007 Academy Awards.
You’ve Got The Power: Indie-pop group Win rose to fame in the mid-1980s when McEwan’s Lager used their song to provide a soundtrack for their futuristic video, which aired during the FIFA World Cup.