Boys + Girls Unveils Three Ireland's New Music Platform 'Made By Music'

09/07/2018

Boys+Girls

Advertising Agency

Dublin, Ireland

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09/07/2018

Jafaris is the first artist to feature on the platform with his track 'If You Love Me'

Eight months in the making, a new campaign sees Three Ireland working with three emerging Irish music talents to directly support their ambition of becoming significant breakthrough artists. Three Ireland has done this by funding a music video for each act in a celebration of the diversity and originality of Irish music. Boys + Girls worked closely with Three Ireland to devise an innovative campaign that reflects the importance of music to the brand’s DNA. The result is 'Made By Music', Three Ireland’s new music platform that celebrates the power of music to unite people and create lasting connections.

As well as the creation of this series of music videos, the campaign will also include TV, VOD, audio, social, PR and digital. Boys + Girls will also be producing content featuring the artists which will go live later this month.

The first of its kind, this campaign is an innovative move from a brand to collaborate with artists in this way, helping them to reach a wider audience. Each artist will have their video featured and supported by Three for a 4-week period throughout the summer months.

Jafaris is the first featured artist with his track titled 'If you Love Me'. Jafaris’s energy and infectious live performances have made him one of Ireland’s most promising hip hop stars. Jafaris is currently recording his debut album, due for release in the Autumn.

The video was shot on location in New York, and was directed by Shane Griffin.

Saint Sister is the second act with their track 'Causing Trouble'. The duo mix a distinct sound of Celtic harp, '60s folk and electro-pop to create their unique sound. Nominated for Choice Music Prize ‘Song of the Year’, they release their eagerly anticipated debut album in October.

Brendan Canty, the director behind Hozier’s ‘Take Me to Church’ video will be shooting the second film in the series in Ireland.

Kormac is the third and final artist. Having been championed by everyone from Annie Mac to DJ Yoda, the producer and multi-instrumentalist has performed at every festival from Sonar and Glastonbury to Bestival and Electric Picnic (both solo and with his 11-piece ensemble, Kormac’s Big Band).

His track titled 'New Day' has Will Armstrong directing the music video, photographed on location in Zimbabwe.

Rory Hamilton, partner and executive creative director, Boys + Girls said: “We wanted to create a piece of work that was fresh and invigorating, reflecting Three Ireland’s deep knowledge, commitment and passion for the thriving Irish music scene. By partnering with distinctive new talent, Three Ireland have given each artist an unrivalled platform from which to launch an even bigger future in the music business. As an agency, we’re very pleased to have played a part in that story.”

Three Ireland are already well known for their involvement and support of the music industry in Ireland. Earlier this year it was announced the brand would retain the naming right to the iconic 3Arena and they are known for their long-term sponsorship of Ireland's biggest festivals such as Longitude, Electric Picnic and the Three New Year’s Eve Festival.

Full Credits

Client: Three Ireland

Head of Brand and Marketing: Aislinn O'Connor

Digital Marketing Manager: Cian McDonagh

Marketing Campaign Manager: AnnMarie O'Brien

Agency: Boys + Girls

Executive Creative Director: Rory Hamilton

Group Account Director: Pat Stephenson

Creative Director: Kris Clarkin

Art Director: Bex McNally

Copywriter: Avril Delaney

Senior Strategic Planner: Chloe Hanratty