Case in point: without Mazda taking a chance on The Noisette's anthemic 'Don't Upset The Rhythm', the transformation from London indie band to world sensation would just be a blurry dream. The Christmas ads from Marks & Sparks featuring Take That re-established them as one of Britain's biggest pop groups, and associated them with a British brand institution. Duffy's partnership with Diet Coke introduced her to global markets.
This is all well and good, but in addition, a boom in live music will have an
impact on other industries and the wider British economy as well. More
festivals means more business for mobile food companies, tent-makers and even the humble Wellington manufacturers. Just more live events can mean more projects for graphic
designers, drinks companies and merchandisers. The list is endless and the
righteous power of music is becoming prevalent once more.
Real musical talent is proven in a live situation. No amount of autotune can fix a weak voice and invigorate crowds – therefore with time this move will also (hopefully) filter out manufactured pap and encourage real working artists to the forefront.