It is fair to say that the £365m, 23,500-seater Co-op Live arena in Manchester did not have the best of starts, with seemingly endless issues leading to a slew of gigs being postponed or moved from the venue.
In fact, a preview gig by singer Rick Astley was the first occasion where audiences were inside but, even then, capacity was slashed to 4,000 just before it was due to start. Comedian Peter Kay was supposed to be the first official act on April 23 – but his performances were rescheduled and since then there has been a domino of events being pushed back.
The troubled venue eventually opened on May 14 with a performance from Elbow.
But who better than to wax lyrical about the place than legendary Mancunian poet John Cooper Clarke with a self-penned poem, ‘Proper Sound’, which highlights the enduring connection between Co-op and Manchester, emphasising the impact of Co-op’s presence in the community over the years.
The poem was written in Clarke’s signature punk style, and brought to life by agency Lucky Generals and ad production company Iconoclast.
He opens with the line: “Through pea soup fog on clickety clogs, back in the days of outdoor bogs, where to go for your Sunday togs, when it’s raining cats and dogs…
“Why shop around when you could pop around to shop in a shop that’s proper sound since a pound note was a proper pound. A town is not a town without the old Co-op around. Proper sound.”
He continues by praising the impact Co-op Live has on the international music scene as one of the most sustainable and socially responsible venues in Europe and concludes: “When music is the main event and you get rhythm bound, make the scene at this music arena, that’s Co-op Live. Proper sound.”
Co-op director of marketing communications Amanda Jennings said: “I am no poet, but what I do know is Co-op is an honest and humble brand that is all about making a difference. And who better to help lead our campaign to celebrate our partnership with Co-op Live than the proper sound Mancunian Dr John Cooper Clarke? We’re delighted to collaborate with John and his words perfectly capture the essence of community that Co-op, and Co-op Live, is built on.”
As a result of Co-op’s naming right partnership, and one of the key proof points highlighted in this new campaign, Co-op Live will donate at least £1m annually to the Co-op Foundation to support communities and empower young people to take social action via the Young Game Changers Fund.
Clarke added: “Co-op and me, we go way back. Growing up in the city, you couldn’t miss it. It’s like coming full circle – from reciting verses in the streets of Manchester to penning a poem for its largest live entertainment venue. This ain’t just some fancy new building, it’s a symbol of our city – bold, brash and full of heart. And I’m chuffed to bits to be part of it. So here’s to Co-op Live and its future, where punk spirit meets community vibes. It’s proper sound!”
So, what is the consensus around the Decision Marketing office?
Well, at last a brand endorsement that is truly genuine and with John Cooper Clarke you have Manchester – and the Co-op – on a plate, so what’s not to love?
In fact his “I Wanna Be Yours” ode to devotion couldn’t be more fitting: “I wanna be your electric meter, I will not run out, I wanna be the electric heater, you’ll get cold without, I wanna be your setting lotion, hold your hair in deep devotion, Deep as the deep Atlantic ocean, that’s how deep is my devotion.”
Decision Marketing Adometer: A ‘match made in Manchester’ 10 out of 10
