Ever heard the saying, "The camera adds ten pounds?” Well, in our world, it should add a whopping £250,000 – in impact, not weight. Let's rewind to the GUAPGALA 2023, an event that I’m proud to say has redefined 'epic' in the UK fashion universe.

If you know me, then you know if I’m on a dance floor it is either because I have drunk a bottle of Jack Daniels, or it is 1997, we are in the Bon Bonne and the Sandy B deep dish remix just came on. I am well aware of my rhythmic limitations, so back in December when I was attending the Scottish PPA Awards with my clients NewsTeam Group, comedian and host Craig White well and truly called my bluff.

Musicians have had it tougher than most over the past fifteen months or so, at least in terms of being able to tangibly progress their careers, master their craft, and market their art given that live events ground to a halt as soon as the pandemic hit. But there are, and always have been, other revenue streams that are crucial in the modern musician’s marketing plans.

We all attach meaning and significance to music we listen to and love. But we also crave the stories behind how songs, albums, tragedies, mysteries, and magic moments in music history came to be.

Climate change and plastic pollution: what is the music industry doing about it?

“SOME PEOPLE WANT IT TO HAPPEN, SOME WISH IT WOULD HAPPEN, OTHERS MAKE IT HAPPEN”

Music has always been a great marketing angle for all kinds of brands. Alongside Sport, they are out on their own in their power and influence. Some brands take the long term view, Levi’s for example, or Dr Martens. They have built around music for donkey's years. Others do so in cycles, normally when the brand director changes and they want tickets to the European Championships instead of Glastonbury.