Miller launches live music venture

By MA reporter

- Last updated on GMT

Related tags Miller genuine draft Performance

Miller: Live music campaign
Miller: Live music campaign
Miller Genuine Draft has launched a major new campaign at two Scottish venues providing a weekly platform to showcase emerging music talent from...

Miller Genuine Draft has launched a major new campaign at two Scottish venues providing a weekly platform to showcase emerging music talent from around the country.

The Mill campaign will be hosted at two venues - The Mill, Niddry Street Edinburgh and The Mill, Byres Road Glasgow. The aim of the campaign will be to support those bands that are pushing the boundaries, both in their music and their approach.

Artists will have the opportunity to perform in fully equipped venues that have the latest in sound and lightning technology. They will also be able to take advantage of a support package which includes having their live tracks mixed by an established music producer along with a live performance video.

The dedicated website, www.themill-live.com​, will provide up-to-the-minute information for music followers, information on free tickets and downloadable tunes.

Miller Genuine Draft has identified key bars known as "genuinely different" in each city, which will also offer tickets. Ten bars will also have a Bluetooth pod enabling sessions to be downloaded.

"In order to create The Mill, we are collaborating with local music industry experts including managers, A&R and others to understand the benefits and opportunities that Miller Genuine Draft can bring to artists and live music audiences in Glasgow and Edinburgh," said Richard Ingram, marketing manager at Miller Brands UK.

"By investing in the venues and in the promotional packages we are offering artists who appear at The Mill, we aim to create a music programme with a difference - one that adds real benefit to the modern day Scottish local music scene. That's not something that people would expect from Miller Genuine Draft and we're proud of that.

He added: "An important part of the planning activity was making sure that we would drive traffic into stockists of Miller Genuine Draft which is why we'll be rotating the bars that will have the bluetooth pods to download the sessions, offer the last chance tickets, give away loaded iPods as well as producing bar guides online."

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