Modern English: The Manc agency building digital stages for the world’s biggest stars
Since setting up over a decade ago, Andy Hirst’s business has blossomed into the go-to brand for digital work in the music sphere - amassing an envious collection of star-studded case studies.
Manchester’s reputation as a musical ‘oasis’ was cemented long before the city bred the superstars of the same name. This was the city that spearheaded a music scene so stirring, it transcended the charts and became a cultural movement.
Of course, that was a long time ago, now. Even the most ardent ravers still clinging to their bucket hats for dear life will surely confess that the heady days of Madchester and 90s rock ‘n’ roll are behind us and are never coming back.
But that doesn’t mean the planet’s greatest musicians have stopped turning to the city for inspiration. Sure, they might not look over to The Hacienda or Dry Bar for ideas anymore. But they do keep consulting a little office space in St John’s.
You might not know it, but down an unassuming side street in Manchester’s city centre, a small team of digital creatives are quietly spending their days assembling digital platforms for the biggest stars in music today.
It’s a place called Modern English.
The Modern English team
Since setting up over a decade ago, Andy Hirst’s business has blossomed into the go-to brand for digital work in the music sphere – amassing an envious collection of star-studded case studies.
Modern English began in creative technology and digital production through music and ended up working for media agencies. The team fine-tuned their processes in line with the music industry boom and ultimately hit a groove.
Previous work includes Facebook apps for Elbow, Kylie Minogue and a host of others, e-commerce stores for The Smiths and New Order, and an app for The Charlatans (who played a gig in the Modern English office to launch it), as well as playing a pivotal role for local businesses during the pandemic.
The agency hosted United We Stream alongside Mayor Andy Burnham and Warehouse Project founder Sacha Lord (raising funds for Nordoff Robbins charity in the process), whilst helping fresh brands get off the ground mid-pandemic; supporting The Blues Kitchen with a brand spanking new website.
Modern English founder Andrew Hirst
Proudly Mancunian the brand may be, but Modern English’s work goes far beyond the borders of the M60. Much business has spanned the Atlantic, incorporating a wide variety of digital production work for an ever-growing list of glitzy clients.
Projects have ranged from working on facial recognition technology for pop star Dua Lipa, to live streaming gigs for Black Eyed Peas and Lil Simz, various Spotify and Apple Music connected apps for the likes of Britney Spears and The Beatles, to building a playlist discovery tool for Warner Music in NYC called Topsify.
The team steered an award winning virtual campaign to announce Foo Fighters’ world-stopping headline slot at Glasto in 2017, and last year collaborated with Capitol Music in LA and NASA to launch an award winning AI experience set to the music of Beck’s latest album ‘Hyperspace’.
More recently, Modern English launched the website for legendary group The Rolling Stones and their new flagship store on Carnaby Street. This was before collaborating with Sony Music on behalf of legendary singer-songwriter Alicia Keys, creating a bespoke URL to mark the 20th anniversary of the Grammy Award winner’s iconic debut album, Songs in A Minor.
The agency has also worked alongside Warner to launch the site for Use Hearing Protection – an exhibition which pays tribute to the early days of Factory Records and the era during which Manchester took on a new, iconic form.
Modern English have become one of Manchester’s best-known digital agencies
It isn’t just the work that’s continued flooding in, though. The accolades have kept coming, too. Modern English is pretty much a permanent fixture at the Prolific North awards every year nowadays, with Andy himself being listed in the 42 under 42 by Insider Media in 2019.
Yet, despite all the big names and coveted trophies, Modern English has done “next to no PR” during its first decade in business. The brand’s reputation of delivering high-end projects at speed has spread mostly via word of mouth, snowballing with every passing week.
In the space of just a few years, the team have gone from getting “dribs and drabs of website and film work” to sharing office space with Pixies manager, doing work for Mick Jagger, and becoming mates with Mark Lanegan.
Quite the transition.
Naturally, the pandemic has presented a tough period for Modern English, as it has for almost every local business. But the future remains bright – with a number of secretive but “very exciting” projects apparently in the pipeline for 2021 and beyond.
These include a physical box set for a major artist, a 30th anniversary campaign for a world-renowned group, and a big AR project that could potentially be worth a staggering £1 million.
“Moving ahead, we’ll be leaning more on the creative side of the business,” owner Andy explains.
“Modern English has always been about creating new firsts and never resting on your laurels. It’s that attitude that got us through the pandemic.
“We’re looking to do more groundbreaking creative work like we’ve done in the past, being as innovative and future-thinking as we can.”
It seems the agency is only destined to get bigger: both in structure and reputation.
When our little company started 10 years ago, one of the goals was to see Modern English’s name in Rolling Stone. That dream came true this week ⚡️
— Modern English Digital (@ModernEnglish) June 3, 2021
Madchester might always be recognised as the apex of music in the city. As a region, we may never be looked at in quite that way again.
But to suggest Manchester is no longer the influence it once was is naive. Indeed, the city is still setting up soapboxes for the top talent just like it was 30 years ago. Sometimes in a digital way.
A little Mancunian agency called Modern English is rolling out an online red carpet for the planet’s creatives every single year. And millions are watching.
Manchester and music. There must be something in the water…
The Spirit of Manchester confirms bar closure as Manc hospitality takes another hit
Danny Jones
Manchester has been hit by yet another gutting hospitality closure as The Bar at The Spirit of Manchester Distillery, formerly known as Three Little Words, has confirmed they have shut down effective immediately.
The stunning spot set up as The Spirit of Manchester Distillery’s dedicated, customer-facing city centre venue and second home under the arches, opened back in 2019, offering a cocktail, gin-making and tasting experience, as well as a restaurant.
But fast forward six years, and now the once-beloved Three Little Words bar has sadly closed, largely citing the same economic pressures everyone has faced post-pandemic.
Writing an emotional farewell post on LinkedIn, Spirit of Manchester co-founder and master distiller Seb Heeley said: “This is a post I never thought I’d have to write. 9 years ago, we set out with a dream to build something that would represent the spirit of Manchester from the humble beginning in our dining room.
“We were fortunate enough that people embraced our vision, and 6 years ago we embarked on an over million pound project to bring 6 forgotten, abandoned arches beneath the iconic Manchester Central back to life to show the best the city has to offer.
“Unfortunately, COVID changed the playing field 5 years ago, and over the last 2 years, running a city centre hospitality business, we have been hit with a perfect storm of rising costs, taxes and pressure on customer wallets that has ultimately led to an unsustainable business model.
“It is with the heaviest of hearts that we have to close our customer-facing operation on Watson Street today. It’s the amazing team that I feel most sorry for, as it’s their commitment over the last 6 years that has made this building feel like our forever home.”
Having also housed local culinary offerings like Etana, too, it’s sad to see such an eye-catching part of the city’s dining scene fall foul to the ongoing industry pressures and cost of living crisis.
Heeley goes on to add: “If anyone on my network is looking for new recruits, I couldn’t speak highly enough of our whole team. Please get in touch with me about any opening you may have.”
Even if you’ve never been, you’ll have passed a bottle of Manchester Gin countless times. (Credit: The Manc Eats)
Heeley signs off by saying: “While this is the end for our experience centre site, Manchester Gin will continue to be made in the city and hopefully enjoyed for years to come.
“Obviously, this is a difficult time for all of us, so please bear with us while we go through this transition. Thank you.” Online orders have also been briefly paused as they look to lay out clearer plans for the future, and we can only hope they come through the other side more stable.
In what has been a heartbreaking start to the week, this marks the third high-profile food and drink casualty in central Manchester alone in the space of just the last two days, with the news of Salvi’s shutting their Deansgate Square location being followed up by another NQ closure barely hours later.
Safe to say it’s more apparent than ever that our hospitality sector needs better support and fast.
Salford City FC confirm former Manchester United shirt sponsor as latest commercial partner
Danny Jones
Salford City FC have announced a former Manchester United financial partner and well-known shirt sponsor as their latest commercial partner.
The local League Two, helmed by the consortium consisting of ex-Man United players most commonly known as the ‘Class of ’92’, now share even more in common with the Red Devils beyond just the colour of their shirt and some old personnel.
However, the Greater Manchester side has struggled to progress in recent years, so the owners have continued to look to generate further revenue when it comes to the business off the pitch; cue the return of a familiar logo and, arguably, one of the most recognisable sponsors to ever feature on a footy kit.
While it may not be featuring pride of place on the front of their shirt – that position still belongs to Fireball Whisky following their July 2024 deal – as it once did for Manchester United, Salford City have welcomed the American International Group (AIG) as a new minority equity investor.
Announcing the collaboration on social media, the ambitious Ammies wrote: “AIG’s investment in the Club is a powerful endorsement of the model we’re building, aligning world-class partners with a football-first vision grounded in ambition and long-term commitment.
“Together, we’re accelerating Salford’s next chapter and laying the foundation for lasting success, on and off the pitch.” AIG were paired up with MUFC from the 2006/07 campaign to the end of the 2009/10.
AIG are the first Fortune 500 company to back a League Two outfit in EFL history.
Beyond already being a multi-national insurance group, they were famously partnered with one of the most decorated Man United teams of all-time and therefore share part of the visual legacy by serving as the front-of-shirt sponsor for one of the most iconic shirts of all time.
We’re of course referring to the 2007 home jersey, which was worn by the likes of Wayne Rooney, Cristiano Ronaldo, Carlos Tevez, Paul Scholes and more as they won the 2008 UEFA Champions League final, before the kit was kept for 08/09 as well.
Of course, the firm itself is no stranger to sporting crossovers; as well as sponsoring Manchester United at the peak of their powers, they also sponsor the likes of the Ladies Gaelic Football Association, the AIG Women’s Open and lots more golf in Ireland.
Speaking on the new deal, SCFC co-chair Declan Kelly, added: “Partnering with AIG, a world-class organisation under the outstanding vision and leadership of Chairman and CEO Peter Zaffino, represents another major step forward in the evolution of Salford City FC.
“It proves what’s possible when global investment aligns with a football-first approach. AIG is committed to helping Salford achieve its vision of becoming the best small club in the world, and their investment, both financially and strategically, will help accelerate our next phase of progress.”
With Salford having called for new investors in February 2024, this is the kind of backing they were no doubt hoping for, with AIG also expected to help fund key upgrades to the Peninsula Stadium and more.
As for on the pitch, there’s been plenty of movement in the transfer market already this summer window, with the return of a highly-rated young goalkeeper being one that has delighted fans in particular.
The Manc -
7th July 2021 
