Three –
Made By Music
PR // EVENT PRODUCTION // INFLUENCE + ADVOCACY // SPONSORSHIP
In 2018, Three unveiled its new brand proposition,
“Made by Music”.
Our task was to help Three become the #1 brand associated with music in Ireland, bringing this proposition to life and utilising the existing sponsorships at Longitude, Electric Picnic and the 3Arena.
In year one, we wanted to establish and build relationships with rising stars of the Irish music scene. Being the total muso’s that we are, we identified three of the hottest prospects in the country – Jafaris, Saint Sister and Kormac. Working in collaboration with the artists we created a series of music videos with ‘connections’ at the very heart of the songs.
To launch to the media and a who’s who of the industry, we transformed the Botanical Garden at Dublin’s Opium restaurant into a mini summer festival hosted by former MTV presenter Edith Bowman. Guests were treated to a special sneak preview of the videos, before a very special performance in which all three artists collaborated on a new version of Saint Sister’s ‘Causing Trouble’. Something quite magical was born from that performance and its popularity – the track was released, leading to a nomination for “Song of the Year” at the Choice Music Prize.
Now for that difficult second album…
Building on the success of year one, we had to go bigger, and bolder, in 2019. This time, collaboration was going to be right at the heart of things. We partnered with six incredible acts split into two groups of three to write, and record, a brand-new song each. The song was then released and accompanied by a stunning new music video.
Premiering the first collaboration at an exclusive media event at Lost Lane venue, David Kitt, Fehdah, Kean Kavanagh unveiled their new song ‘Follow the Sound’, followed later that summer by Soulé, Elaine Mai and Sorcha Richardson in an all-female line up for new track, “Butterflies”.
The killer stats
Within six months, the songs had a combined radio airplay figure of 2.6k nationwide reaching 13.2 million listeners. The campaign brought the brand to a new streaming audience achieving 843k combined streams and landing on key Spotify playlists “New Music Friday UK” and “A Breath of Fresh Éire”.
“Taking It Three-sy”
– Irish Daily Star
“…a magic ideal thing for Irish artists.”
– Daithi
“an inspired team-up yields a sharp summer belter”
– Joe.ie
