A Groove Armada gig has sparked a surge in hearing checks. The Superstylin' chart-toppers headlined a unique event exclusively for over-50s, which encouraged music fans to take steps towards safeguarding their hearing health in order to be in with a shot at winning tickets.
This initiative, launched by Specsavers, saw over 50,000 people complete a complimentary three-minute online hearing test before being added to 'The Testlist', an exclusive guest list for the over-50s across the UK and Ireland.
Of those who took part in the hearing test, 75% were advised that a follow-up appointment with a hearing specialist could be beneficial, while 25% received results within the good-to-fair range.
Exclusive London gig
The exclusive gig was held at Phonox in Brixton, London, last night (Thursday 15 October), marking the first time Groove Armada have played the venue. The gig was open to over-50s only.
It followed further research of 2,000 adults which found 47% of over-50s say some of their happiest memories revolve around the music they love. While 21% would attend more live music events if experiences were designed with their generation in mind.
Helping put that into practice was University of Derby's associate professor of electroacoustics, Adam Hill, a live sound engineer and chair of the Healthy Ears, Limited Annoyance (HELA) Initiative. He is also a supporter of the 'Listen for Life' campaign championed by the Night Time Industries Association and was enlisted to oversee safe listening measures.
Safe listening measures
Working closely with the venue, Dr Hill assessed the sound system's performance, identified a dedicated quiet zone and conducted staff training. During the event, sound levels were assessed and free hearing protection was provided to all attendees. All these measures ensured that the event aligned with the World Health Organization's Global Standard for Safe Listening Venues and Events.
Andy Cato, one half of the dance music duo, said: "We've been making and playing music for decades. For most of that time, the attitude to volume was the louder the better. Loud is exciting after all."
"As we approach our 30th birthday, still in DJ booths and still with lots of music to make, it would have been nice for there to have been greater awareness around enjoying the dancefloor experiences we all love whilst looking after your hearing. It's nice to see this collaboration with Specsavers spreading the word and making a check-up for your ears as normal as one for your eyes."
Fan reactions
His bandmate, Tom Findlay, added: "When music's been such a big part of your life, you don't want to take your hearing for granted. It's something I've come to appreciate more over the years, and I know what a difference taking care of it can make."
"The great thing is, it doesn't mean changing the way you enjoy music, just being a bit more aware of it. And the fact that over 50,000 people took the online hearing screener to be part of this gig is fantastic. It's a brilliant way to get people thinking about their hearing, while bringing everyone together through music."
The poll also found 75% of over-50s are still attending live music events, but 44% have experienced ringing in their ears after a show. Another 22% have walked away from a venue with muffled hearing after a performance. But 61% added the availability of hearing protection would be important or essential when choosing where to go to enjoy live events.
Jo Cammell, from Oxfordshire, was one of the fans who secured a place at the Groove Armada gig after completing the free online hearing screener. Now in her 50s, she returned to Brixton, where she last saw the dance music duo perform in 2004 while six months pregnant with her son Tom, alongside two lifelong friends.
Jo said: "Music has always brought our friendship group together. We started going out dancing in the early 90s and we've not hung up our dancing shoes yet. Nothing beats hearing music live. Superstylin' has always been our tune, so coming back to Brixton to see Groove Armada more than 20 years after the last time feels incredibly special. It's a reminder that dance music isn't just for the young and that you're never too old for a great night out."
"Taking the Specsavers hearing screener was really interesting because it made me stop and think about how important my hearing health is for the first time, so I can continue enjoying live music for years to come."
