Biss tells Britons to take up music

Musical instrument retailers and manufacturers have called in PR agency backing as they bid to encourage more Britons to take up an instrument.

Trade body the Music Industries Association (MIA) is using Euro RSCG Biss Lancaster for the campaign.

It will encourage people of all ages to join bands and is stressing the social and educational benefits of music-making. MIA marketing manager Jill Shevlin described the campaign, costing more than £100,000, as a ‘major initiative’.

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