Tuesday 17 October 2017

Net-savvy trio's secret of success is crystal clear

Dervla, Mary and Derek of Crystal Swing at the launch of Eircom's new Next Generation broadband service yesterday
Dervla, Mary and Derek of Crystal Swing at the launch of Eircom's new Next Generation broadband service yesterday

Ciaran Byrne

THEY'VE been celebrated and lampooned in equal measure ever since they burst on to the music scene with their unlikely YouTube cover version of 'He Drinks Tequila'.

Now, the chief executive of a major telecoms firm has hailed Crystal Swing as the ultimate example of how to harness the internet's marketing power.

Paul O'Donovan got so carried away he even joined the band on stage and danced to 'The Hucklebuck' in front of his bemused staff at Eircom HQ at the launch of its new faster broadband service.

The country-music trio have faced much sneering online commentary but it seems the joke is on the critics because other sponsors are lining up to be linked to the band's 21st century approach to showbiz.

Crystal Swing -- comprising mother Mary Burke, son Derek (18) and daughter Dervla (17) -- are turning down work as their YouTube hit passes the 450,000-plus viewers mark.

"It's been non-stop," said singer Derek, a Leaving Cert student. "A lot of people are interested in how we used the internet to show the song."

The family, from Lisgoold, Co Cork, made the video for 'He Drinks Tequila' in the Blarney Castle Hotel two months ago and decided to bypass the usual industry promotional machinery by posting the footgage directly online.

Crystal Swing were paid yesterday to launch Eircom's Next Generation broadband and with similar engagements lined up over the next few weeks, Mr O'Donovan said the success had lessons for others.

In future years, said the Eircom boss, 91pc of internet traffic will be from people watching videos on YouTube and accessing film and TV shows.

Irish Independent

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