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.
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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.
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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.
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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.
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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.
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“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.
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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…
Manchester Airport reveals multi-million-pound plans for much-maligned Terminal 3
Daisy Jackson
Manchester Airport’s Terminal 3 has become a bit of a meme of itself in recent years, with Mancs dreading a holiday that starts in the travel hub’s smallest terminal.
But now Manchester Airport has unveiled a multi-million pound project to totally revamp the space with a new entrance, more seats, new shops, new food and drink outlets, and state-of-the-art security equipment.
Set to complete next year, it’s part of the airport’s wider decade-long £1.3bn transformation programme, which has already seen Terminal 2 extended and redeveloped.
And now Manchester Airport has announced that Terminal 3 and Terminal 1 will merge into a much bigger travel hub to improve the passenger experience.
Visitors will first come across a remodelled entrance, as well as new security halls and departure lounges, with loads more space.
There’ll be brand-new security equipment to speed up passenger journeys, and 40% more seating capacity in the departures lounge.
A new 500-seat bar area with airfield views will be included in the revamped Terminal 3, plus an expanded 200-extra-seat dining area.
As for Terminal 2, phase one completed in 2021, winning the prestigious UNESCO-backed Prix Versailles award for architecture and design, with phase two set for completion later this year – that’ll bring the existing building up to the standard of the new extension and will include more than 20 new retailers, bars and restaurants.
CGIs of the new-look Terminal 3 at Manchester AirportCGIs of the new-look Terminal 3 at Manchester Airport
Terminal 2 will host more than 70% of Manchester Airport’s total passengers, with the rest travelling through this new and improved Terminal 3 building that will include some of the existing Terminal 1 footprint.
Manchester Airport Managing Director Chris Woodroofe said: “We are proud to connect the people of the North to the world – and our transformation programme means that our passengers will be able to enjoy an airport experience that rivals that of any European capital city.
“The work we’ve done in Terminal 2 is there for all to see – and we’ve already won the prestigious Prix Versailles award for its architecture and design. But until now we haven’t talked about our plans for Terminal 3.
“Moving to a two-terminal airport is giving us a great opportunity to use some of the existing Terminal 1 space to increase the footprint of Terminal 3. We’re doing that as well as making some all round improvements to Terminal 3 – so passengers will enjoy new security technology, more space, more seats, new retail and food and drink, and more.
“It’s another exciting step towards delivering an even better experience for our passengers and I can’t wait to see it progress.”
MediaCityUK makes huge pledge to Salford Youth Zone
Danny Jones
MediaCityUK has committed a sizeable new pledge to nearby Salford Youth Zone, becoming a key patron for the increasingly important community cornerstone.
Initial work on Salford Youth Zone (SYZ) only began back in 2023 but is already promising to become an important outlet for so many through the borough.
Set to open later this summer and now with backing from none other than the hugely influential entity that is MediaCityUK, SYZ’s inaugural year will hopefully get off to a wonderful start.
As its own city with the national media hub boasting a huge reputation of its own, its great to get more eyes on and profile behind the project.
Teaming up with Salford Council and Empower Youth Zone (EMPOWER) – the youth work charity behind the already established HideOut Youth Zone in Gorton and the soon-to-open SYZ – MediaCity has become the latest and one of their most generous patrons yet.
Pledging a huge donation of £100,000, MediaCity will be supporting the charity at large with an extensive volunteering and business support programme over the next four years at the very least.
As a Landsec Futures employability partner and influential hub for the creative industries in the UK, MediaCity are looking to work closely with SYZ and its partners to provide greater access in creative spaces and with local businesses.
Landsec (who have recently acquired full ownership of the MediaCity brand) are equally committed to creating places that deliver lasting positive impact for both communities and the environment.
As per an official announcement of the partnership, “It joins the growing EMPOWER patron community, funding vital services that enable young people to break down barriers, unlock potential, and build brighter futures.”
Salford Youth Zone – situated adjacent to Belvedere Road and Broadwalk in Pendleton – is set to open seven days a week, deliver more than 200 volunteering days each year, as well as offer completely free membership to support thousands of young people in the city and across Greater Manchester.
For those who have come across the exciting new ‘FRAMELESS’ exhibition over in Salford Quays, this comes not only in collaboration with the National Portrait Gallery but SYZ itself in one of its first big activitations for 2025.
Here’s a whistle-stop tour of the £6.2 million youth centre and activities space.
Speaking in an official statement, MediaCity Managing Director Martin Chown said of the welcome new partnership: “Salford is an important part of our journey, and deepening our roots here reflects our commitment to enriching the communities we’re part of.
“Partnering with EMPOWER will help us continue to drive forward a thriving creative community while s upporting talented young people. MediaCity has become a cornerstone of Salford’s identity, helping the city attract leading businesses and driving investment into the city.
“It’s a bridge between Salford and the creative industries, and we want to ensure local people feel like a career in the creative industries is within their reach. EMPOWER’s arrival in Salford will make a material difference to young people and the wider community, so we’re proud to be supporting the team.”
Adam Farricker, CEO of Empower, went on to add: “Our partnership with Landsec is another powerful step towards our mission to support young people across Greater Manchester. MediaCity sits at the heart of the city, and we want our young people to feel connected to its energy and community spirit.
“Young people are full of potential but often need the right support to overcome the barriers they face and truly believe in themself. Together, with the MediaCity team and Landsec, we’re working to ensure every young person, regardless of their background, has the opportunity to grow, succeed, and move towards a better future.”
With the recently unveiled ‘Content Studio’ to boot, it’s happening in Salford and another exciting event is also heading back to MediaCity this season.
The Manc -
7th July 2021 
