Jim Carroll

Music, Life and everything else

Bud Rising calls time on several live music events

Bud Rising, one of the country’s most prominent music sponsors, is currently reviewing its involvement in the sector. A spokesperson for Bud Rising said that those behind the music sponsorship programme, which has been running since 2004, have taken “a …

Fri, May 23, 2008, 09:05

   

Bud Rising, one of the country’s most prominent music sponsors, is currently reviewing its involvement in the sector.

A spokesperson for Bud Rising said that those behind the music sponsorship programme, which has been running since 2004, have taken “a step back” to consider future options.

The spokesperson also confirmed that Bud Rising has pulled its sponsorship from the Hard Working Class Heroes festival and, unlike previous years, will not be involved with any Marlay Park shows this summer.

Bud Rising’s last outing was in Dublin in April, when it sponsored shows by The Ting Tings, The Raveonettes, Hard-Fi and others.

One of the ideas believed to be under consideration is to do more brand-specific shows, such as the Bud Rising Street Party at George’s Dock in April, which featured The Streets.

Some 1,000 free tickets were available for this show, but fewer than 400 people showed up on the night.

Bud Rising is not the only music sponsor whose future plans are uncertain. A spokesperson for Nokia told On The Record that the company is “still finalising plans” for the next iteration of its Nokia Trends Lab programme.

The last Trends Lab show featured The Go! Team, Cadence Weapon and Super Extra Bonus Party at Dublin’s Tripod six months ago. This show was followed by a storm of online criticism about branding and marketing at the event.

While a number of high-profile music sponsorship programmes are still in operation, such as the Meteor Music Awards and various Heineken music events, there has been a significant slowdown in the number of new entrants in recent years.

Some brands such as O2 (with the O2 In the Park concerts) and Vodafone (with the Access Music shows involving Republic of Loose and others as well as the recent Bright New Sounds event) have tested the water with various initiatives, but these have not had any lasting impact.

With the economic downturn meaning it’s bean-counters rather than marketers who are in charge, don’t be surprised if more music events take place unbranded.

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