Miller Genuine Draft surveys Scottish live music fans to launch new campaign

A survey commissioned by Miller Genuine Draft of over 100 Scottish live music fans aged between 18 and 34 years of age has shown an overwhelming 86% majority would prefer to see their favourite bands play in an intimate venue.

Miller Genuine Draft’s Brand Manager Richard Myers said: “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.”

80% of those surveyed also 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% of respondents stated they would pay a higher price to be closer to the bands.

Anna Paisley of the Psychology Department at Glasgow’s Strathclyde University who reviewed the survey findings said: “Independent research shows that young adults consider music to be an important part of their lives, but the findings from Miller Genuine Draft’s survey run counter to many of the large-scale festivals, where production costs have led to an annual rise in ticket prices and yearly expansions have led to a dramatic rise in festival-goers, ultimately detracting from the intimacy of the gig itself.”

Surprise, secret or intimate gigs are the very latest thing in music, and artists like The Strokes, who recently played a secret gig in London, are sometimes even using different names to create unique and extraordinary experiences for fans.

Paisley added: “Research by Saarikellio & Erkkila (2007) found that music provides young adults with a detachment from their daily worries and stresses, likewise North & Hargreaves (2000) found that young adults frequently use music to ‘relieve tension and stress’ and help them through ‘difficult times’.
“An abundance of research shows that people seek out particular music to help them achieve a desired mood-state (Sloboda, 2000), so it makes sense that music that matches this will be free from added production and in turn stress-free.”

Given these findings Miller Genuine Draft engaged Jack Horner of FRUKT Communications marketing agency to create a new music concept Miller Filtered Music; a series of three extra special and unique gigs.

Horner said: “Just as Miller Genuine Draft cold filters their 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.”

Launching Miller Filtered Music at the first gig is seminal Mancunian band Doves, who will play an acoustic version of their greatest hits for the first time at Oran Mor on 2nd September. Doves will be supported by two of Glasgow’s hottest bands, breaking band Pearl and the Puppets and emerging band First Charge of the Light Brigade. Katie Sutherland from Pearl and the Puppets said: “We are really excited to be a part of the Miller Filtered Music campaign to take music back to its natural form. We hope our show will give our fans the chance to hear a different take on the songs they are already familiar with.”

First Charge of the Light Brigades front man Yorick Cormack believes that: “Miller Filtered Music is a chance to put together a raw stripped down acoustic set that pushes us out of our comfort zone to create a one-off gig with the same passion and intensity of a full band show; a new interpretation of the music but with the same values.”

Myers added: “Miller Filtered Music allows bands to show a completely different style in the intimate and stress-free environment music fans want.”
Become a fan on Facebook for first chance tickets, videos, tracks, news and interviews with artists at www.facebook.com/millerfilteredmusic

Tickets for the 2nd September gig have sold out however there will be competition tickets arriving shortly! keep your eyes peeled for details

This article has been viewed 18257 times