The brief

Like jeans, people and whiskey, good things are often made greater with age. Which is where Powers comes in.

A brand this long-standing and recognisable comes with a weight of responsibility to do right by it. Where Powers is concerned, it all comes back to one thing – integrity. When we were tasked with coming up with an experiential idea to bring their creative platform Old But Gold to life, it was clear we would be bringing in the big guns.

Our Role

  • Creative
  • Culture
  • Digital
  • Films

Behold, Powers Golden Hours. Live music events that bring together song, storytelling and people. A
series of trad sessions like you’ve never seen before, where roofs are raised with old tunes blended
anew, and song and story gets passed through generations in hallowed halls. So far, so trad. The

Let’s take a line-up for the first edition for a fine example. The Scratch, John Francis Flynn, Andy Irvine, Doireann Ní Ghlacáin, hosted by The Deadlian’s Seán Fitzgerald. The event series brings the old guard and the new together, and gathers those lucky enough to be in the know around it.

Outputs included:

  • Artist line up curation
  • Talent management
  • Teaser and campaign content creation
  • Asset plan laydown
  • Film production of event
  • Post event content

And then we did it all again in Belfast!

Our collaboration with Powers led to the creation and curation of the second edition of the series. The lineup for this edition was nothing short of spectacular, featuring the beloved national treasure, Sharon Shannon. Joining her on the stage were the immensely talented Susan O’Neill, Brendán Quinn, John McSherry, and Francis McIlduff, all of whom were masterfully hosted by the ever-charming Alana Henderson.

The essence of Powers Golden Hours lies in its celebration of the timeless songs and stories that have shaped these artists over the years. It’s an enchanting journey through the traditions and folklore of Ireland’s music scene. The series has been steadily gaining prominence and becoming a central fixture in the world of traditional and folk music.

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