As this year’s Needle In The Hay competition prepares to take centre stage, we’re taking a look at Minor Figures, one of the sponsors who helped make it happen.
Coffee is a handy elixir for just about anyone — this writer is on on his third of the day — but the benefits of an expertly brewed cuppa joe are especially pronounced for musicians, and Minor Figures knows this well.
In between hours-long studio sessions and tiresome gig-hopping, it’s the ever-handy latte or cappuccino that provides the fuel for artists to sustain their craft.
View this post on Instagram
So inspiring is coffee to musicians that it has been a muse for the likes of Johnny Cash, Bob Dylan, Blur and Jimmy Eat World. If anyone appreciates this bond, it’s renowned coffee company Minor Figures who, in addition to sustaining this writer’s current shift, is also a major sponsor for this year’s edition of Needle In The Hay.
With a home-base brewery in London and an office in Melbourne, the brewers have gradually made a name for themselves as caffeine addicts’ go-to name for plant-based coffee products.
Now with plenty of skin in the coffee game, Minor Figures have become Europe’s leading cold brew coffee manufacturer, with exporting locations dotted everywhere from Asia to the US.
View this post on Instagram
While a decent coffee brand is all well and good (although somewhat a rarity), what sets Minor Figures apart is its commitment to innovation.
Their range includes multiple world-firsts, and its focus on sustainability has generated an entirely lactose, diary and animal protein-free product line.
Environmentalism is at the heart of Minor Figures’ ethos, with the independently owned start-up having touted carbon neutral status since 2018.
On top of that, all of Minor Figures’ can and cardboard packaging is 100% recyclable. Minor Figures’ influence spreads well beyond the coffee sphere, given their years-long work within the music scene.
View this post on Instagram
Included in these efforts is the Minor Figures FM community, purpose-built for discovery, spotlighting and sharing new music. The company’s work in this space has seen them throw countless music-centred events and parties, providing a stage for rising talent of all genres and backgrounds.
That’s why their partnership with Needle In The Hay just works. As leading taste-makers in their field, Minor Figures are well-placed to extend their tastes to the music world, which this year landed them as a major sponsor for one of the nation’s most coveted music competitions.
View this post on Instagram
So, prospective NITH 2023 entrants, it’s time to rise and grind with Minor Figures. To find out more about Minor Figures, head here. Meanwhile, if you’re interested in submitting your tune for Needle In The Hay, head here.
