Following a survey commissioned by Miller Genuine Draft, a new music concept, Miller Filtered Music, has been created by Jack Horner of marketing agency Frukt Communications.
The survey, which involved over 100 Scottish live music fans between 18 and 34, found that 84 percent preferred to see their favourite bands play in an intimate venue.
It was also found that 80 percent of those surveyed said they would prefer the music itself to be stripped back to the bare essentials and played as it was meant to be heard, whilst 68 percent of respondents stated they would pay a higher price to be closer to the bands.
As a result, the brand has created the new concept alongside a series of three extra special and unique gigs.
Brand Manager Richard Myers commented: “Miller Genuine Draft has a strong and ongoing commitment to live music in Scotland. We wanted to build on this by creating a concept that really meant something to live music fans by commissioning this survey.”
Horner said: “Just as Miller Genuine Draft cold filters its beer, in a refreshing approach to live music, the Miller Filtered Music campaign asks bands and artists to filter out the over-production from live music to reveal the extraordinary in a series of three gigs, and we can’t wait to see their interpretations.
“The band, the crowd and the beer - we’re putting the focus back on the music. Taking away the hassle to reveal an incredible night, with fast track queues, affordable ticket prices and free cloakrooms, nothing will get in the way.
"We also now have the Miller Filtered Music Facebook page where those who become fans will be offered first chance tickets to the gigs, as well as enjoying videos, tracks, news and seeing interviews with artists.”
The first Miller Filtered Music gig will feature Doves, who will play an acoustic version of their greatest hits for the first time at Oran Mor on 2 September.
Doves will be supported by Glasgow bands Pearl and the Puppets and First Charge of the Light Brigade.
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Really like this concept - brand personification in a live brand experience.
Simple idea ... love it.
There might be a concept in here somewhere trying, kicking and screaming to get out. However it's not well explained. Is it just acoustic gigs with a bit of brand story around it?
"filter out over production" is a ridiculous statement. In other words "hey band guys, lose all that sh**e from your tracks", "what the stuff we spent forever with a top producer trying to get right? Change my vision of my art?", "Yeah, that sh*t. Lose it"
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Perhaps we can see the concept as we are tuned into the industry - and can see your point anon 15:37 - the concept may be lost on the masses ... hopefully not.
Wha-a-a-t?!? New Music Concept, my a**e! It's already been done (to death). SRH started it in Scotland 10 years ago with their Up Close series with Royal Bank of Scotland. The 'stripped back' aspect of these shows is just a clumsy attempt to give ther series a relevant name and fit in the 'filtered' brand attributes. All very lame and all very passe. Doves? Loved them in their day but, I rest my case.
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