I’m a young (24) blues addict and harp player, which is quite unusual I think, at least it is in the UK. I agree that this marketing approach is ‘naff’ and does nothing for promoting roots music (it could be a poster for any event - it’s almost off-the-shelf).

I can see where they’re coming from in that they are trying to make it more appealing to younger generations, I think they’ve gone too far though. There is something to be said for this approach in that I think the stereotype is that roots genres are all about boring depressing music played by 40yrs+ males (no offence intended to this part of society!). But as we know there is much more to it than that. And so I think a more intelligent thought-through approach is needed in promotion of these roots genres (ie no extremes such as the one above) that are, lets face it, unfortunately very specialist/obscure.

And unfortunately in times when music is fed via such dreadful mediums as Pop Idol, where instant fame is the only aim and talent is used in a very loose sense, we have a tough job. I think ultimately that a balance has to be struck between appealing to more people (not necessarily mainstream, just greater numbers) and staying true to what these genres are about. In a marketing sense I think intelligence and taste needs to be employed, while stereotypes, from both perspectives, are avoided.

Ian