Tennent’s championed and celebrated unsigned talent through T Break. One of the most aspirational platforms for new music in Scotland, T Break attracted 1200 demos annually, and Tennent’s invited 16 bands to join the T in the Park line-up on the T Break Stage - firmly established and recognised by music fans, media and industry insiders as THE place to find Scotland’s most exciting new musical talent.

Vital to T Break’s credibility was working with a network of industry partners and supporters including Scotland’s leading music promoter DF Concerts, Radio 1 in Scotland, Sunday Herald, PRS, and Fopp.

Recognising the opportunity to strengthen Tennent’s relationship with its target 18-24yo audience, amongst whom there was an active interest in discovering new music, I identified and implemented opportunities to evolve T Break into a year-round platform that encompassed a digital hub, new talent showcases, music journalism and photography strands, workshops and seminars, and increased exposure for unsigned bands through media and retail partnerships.

T Break successfully raised the profile of Scotland’s grassroots music scene and further strengthened Tennent’s brand image as a supporter of live music, generating almost 250 pieces of coverage annually and circa 10,000 downloads of T Break live performances in addition to attracting thousands of music fans to the T Break Stage.