It redder than Red - Beer company sponsors live UK shows

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Topic: It redder than Red - Beer company sponsors live UK shows

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steppz

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Status: Offline

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Date: 10:44 04/27 2008

It redder than Red - Beer company sponsors live UK shows

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Patrons sing along with Pinchers during his performance at Sumfest Zenith in Montego Bay early Sunday morning July 22, 2007. - file photos

Until recently live music in Jamaica was living red with Red Stripe as title sponsors for stage shows such as Reggae Sumfest. While Red Stripe has pulled its sponsorships from live music with 'violent and anti-social lyrics', its sponsorship of live music in the UK has been growing since 2007.

According to www.redstripe.net the company has recently launched its first national TV sponsorship campaign with a cult Channel 4 music show in the UK. This comes on the heels of Red Stripe's headline sponsorship of two UK music festivals, Camden Crawl and The Great Escape.

A story on just-drinks.com cited "the company, which brews and markets Red Stripe under licence for Diageo in the UK on April 10 announced that it has invested J$500,000 (US$988,000) in the campaign which will see the Jamaican beer sponsor the 30 minute programme 'Rockfeedback Presents' over the next two months and throughout the Autumn."

New series

Rockfeedback presents is a new series which follows artistes across the globe in a variety of unique ways, the programme will run starting in April every Friday night. Artistes set to be featured are mainly rock oriented including Muse, Blonde Redhead, Gogol Bordello, Vampire Weekend, Late of the Pier, Justice, Jens Lekman, Jeffrey Lewis, Four Tet, MIA, Iggy Pop & The Stooges, Laura Marling and many others. The event will be shot in a variety of locations including Las Vegas, London, and Austin, Texas.

On just-drinks.com Red Stripe spokesperson Jonny Kirkham said: "Supporting RockFeedback further underpins our positioning with credible and honest music made by credible and honest artistes. Red Stripe has had a legitimate place in music for over 30 years because, like the people who drink it, it is prepared to challenge the mainstream.'

Red Stripe Music Awards

In support of this promotional strategy, the Red Stripe Music Awards have been initiated, with the winner of the award receiving featured billing at two music festivals and the opportunity to tour with a high profile act. The finals of the Red Stripe Music Awards 2008 takes place on the 12th of May in the UK.

All this sponsorship activity comes in the wake of Red Stripe's announcement that it would stop sponsoring live events, indicating an unwillingness to continue supporting events that facilitate violent and anti-social lyrics. In a statement the company said that its main sponsorship beneficiaries, the annual Reggae Sumfest and Sting shows will no longer have its support.

Yet according to a response given by Grace Silvera International Marketing director for Red Stripe, Red Stripe has been sponsoring music in the UK as far back as the mid-seventies, of which the two-year-old TV programme is a small part.

She responded, "Red Stripe's action in withdrawing from live music sponsorship is specific to Jamaica, where we have been unable to completely ensure we can uphold our Marketing Code. Because unfortunately the problem of some artistes glorifying violence is largely particular to parts of the Jamaican live music scene. Red Stripe may continue to support live music as appropriate elsewhere around the globe, in accordance with our strict Marketing Code."

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