FLY Events announce rebrand to Watchtower Group


Edinburgh-based events company focuses on growth with a strengthened leadership team

ONE of Scotland’s biggest music promoters – FLY Events – has today announced that it is rebranding to Watchtower Group. The move is set to better align the company’s long-term vision to deliver good music for good people of all ages, in great locations across Scotland.

In its next phase of growth, the group will be bolstering its portfolio of events and strengthening its leadership team with two internal promotions. As part of this next phase, Sam Joss, who was recently named as one of AAA Magazine’s 30 under 30 and Rachel Agnew are being promoted to Directors. Sam takes on the role of Otherlands Festival Director and Rachel as Marketing Director.

The news comes hot off the back of the company’s biggest year to date, following the launch of Otherlands Music & Arts Festival at Scone Palace and the opening of the company’s new Glasgow office.

The group now has three brands within its portfolio with a view to adding more in the coming weeks. The first and most prominent dance music brand, FLY, was initially started as a small club show back in 2013 and this year celebrated its 10th birthday, delivering a decade of weekly club events in the capital. Now FLY sells over 100,000 tickets annually across its festivals & club shows which take place in Edinburgh, Glasgow, Ibiza, Barcelona & beyond.

Tom Ketley, Watchtower Group Founder, said:

“I’m immensely proud of our team and what we have achieved over the years and incredibly excited for the future. For me, appointing two internal directors in the festivals arm of our business, before they turn 30 is one of my career highlights. It’s something I’m delighted about for both Sam Joss and Rachel Agnew who work extremely hard in putting Scotland on the map as a destination for youth culture. I am also delighted for our business which gives our team opportunities from within. Last year Sam and Rachel were instrumental in our growth as we continue to fly the flag and deliver some of the best events in the country.

“The past ten years have been a roller-coaster thanks to the pandemic but as our brands and team continue to grow, we felt it was important to evolve. The launch of Watchtower signifies the next phase of our journey as we add further projects to our portfolio. We’re excited about what’s next and will be sharing some more news in the coming weeks, so watch this space…”

Attracting thousands of festival-goers, FLY Open Air Festival takes place twice a year – once in September at the UNESCO world heritage site of Princes St. Gardens, under the iconic backdrop of Edinburgh Castle, and onces in May at Scotland’s finest stately home, Hopetoun House. Otherlands Music & Arts Festival takes place at the historic Scone Palace in Perthshire.

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