Sphere No.48 (Jan 2020)

“It is all about those human connections made by music.” Ann-Marie O’Brien Campaign Manager, 3 Ireland Sphere #48 2020 22 >> 3 Harmonises the world Made by Music Made By Music is the sole creation of 3 Ireland. Sponsorships are a great way to connect but Made By Music is the next level. The telecom operator took a brave and unconventional approach to bringing their music sponsorship to life. The intention was not to advertise the sponsorship, but rather to create an initiative that credibly contributed to the Irish music industry by bringing new Irish artists to the fore. Old music promotion machines are breaking down as Internet piracy and social media platforms reshape the music industry. Small artists with an embryonic fan base need a boost to get to the next level. 3 Ireland has the audience and the connectivity between 2.2 million customers in the world’s most music-loving nation, and Made By Music is the vehicle for that boost. In 2018, 3 Ireland worked with industry experts to identify three Irish acts that had demonstrated talent, heart and attracted a nascent following. They were provided with support that would heighten their visibility and open them up to new audiences through the creation of three world-class music videos directed by some of the most renowned directors in the industry. These videos were released with a heavyweight campaign across digital and TV platforms. The intention was to get these artists’ tracks heard – and seen – by as many people as possible. Six and a half million views later: mission accomplished! The one of a kind initiative didn’t go unnoticed by the Irish media, and generated over € 1.6million worth of PR coverage. In a population of just 4.8 million people, these figures stand testament to the positive response of the Irish public to Made By Music. Musical upstream In the second wave of Made By Music, launched in 2019, the theme was collaboration, a global trend in music making. Think Drake and Rihanna ( Work ), Alessia Cara and Zedd ( Stay ), and Justin Bieber and, well, everyone. Made By Music allowed up-and- coming musicians to decide who they would like to work with, encouraged collaboration to produce original songs and supported world-class video production and distribution. Irish ingénues Soulé, Elaine Mai and Sorcha Richardson made up one such grouping and produced a smash hit song and video, Butterflies . David Kitt, Fehdah and Kean Kavanagh saw their combo song, Follow the Sound , go viral with over 426,000 streams on Spotify. The two videos have together been seen over 4.5 million times on YouTube, with another 3.3 million video views streamed to other platforms including Facebook, Instagram and Twitter. In total, 24.4 million 3 Ireland linked impressions were delivered, providing a global boost to these artists. Music matters Made By Music has been a huge hit for 3 Ireland. From sponsorship to playing a direct role in supporting music, customers notice. Combined campaigns have generated over € 3.5 million in PR coverage – and that figure is climbing. Independent research shows that customers aware of 3 Ireland’s supportive role in Irish music feel more connected to the brand, and hence more likely to stay with the network – so music serves as the perfect retention tool. And it is the reason why 3 Ireland ranks as the No. 1 brand associated with music in the country. When it comes to connecting to the Irish through the music that is in their hearts and souls, no one does it better than 3 . 3 Ireland customers get preferential access to Ireland’s hottest music festivals like Electric Picnic.