-- Jon Fratelli invites fans into his home where he talks candidly about the 
realities of trying to 'find the flash of an idea', as part of Routes of 
Inspiration: a new virtual series from Vype

-- Last week, The Fratellis released a new single "Strangers in the Street" 
(featuring P.P. Arnold) to support COVID-19 relief funds

New exclusive interview content from The Fratellis lead singer and guitarist, 
Jon Fratelli, has been released by Vype, the e-cigarette brand dedicated to 
providing unique moments of inspiration.

Video - 
https://mma.prnewswire.com/media/1169580/Vype___Jon_Fratelli_Interview.mp4

The interview, available exclusively on the @Vype_worldwide Instagram page, 
takes place in Jon's home, where the artist speaks candidly about where he 
finds inspiration, the realities of trying to find 'the flash of an idea' and 
the creative challenges he has faced over the years. The exclusive content is 
part of Routes of Inspiration, a newly launched virtual series from Vype that 
explores how inspiration comes to professionals within the creative world. 
Following the cancellation of live entertainment events around the world, the 
series was created to give artists and fans a new way to connect. 

Jon reveals his first spark of inspiration came after watching a Pink Floyd 
concert on the TV revealing, "[…] by the end of that concert, that was what I 
wanted to do." Explaining that there is no method in the flash of creation, Jon 
goes on to share advice with fans, "[…] you need to be prepared to go through 
times when you really hate what you're doing, you hate what you're hearing, you 
hate what you're creating," admits that he has had to get so much wrong before 
he could start to get things right. 

Routes of Inspiration features intimate conversations with artists and 
musicians about how they find inspiration at home along with a series of 
intimate live music shows. Sharing experiences and playing songs of resilience 
and hope, this free series is designed to inspire creative ways to connect 
while at home. The first series of performances launched in March, shortly 
after lockdown restrictions were imposed worldwide, reaching over 350,000 fans 
from across the globe.

The Fratellis are a multi-platinum, multi-award-winning Scottish rock band from 
Glasgow, formed in 2005. The band consists of lead vocalist and guitarist Jon 
Fratelli, bassist and backing vocalist Barry Fratelli, and drummer and backing 
vocalist Mince Fratelli. The Fratellis have announced that their sixth studio 
album, titled Half Drunk Under a Full Moon, will to be released on October 30, 
2020.

"We are honoured to be able to open up a glimpse into the creative world behind 
The Fratellis before fans around the world get to see them play live face to 
face again" says Elly Criticou, Vapour Category Director, British American 
Tobacco.

To celebrate the announcement of this sponsorship, The Fratellis have released 
a new track, "Strangers in the Street," featuring legendary U.S. soul singer 
P.P. Arnold. The full video can be viewed on the @Vype_worldwide Instagram 
page. To provide support to the music community during these challenging times, 
Vype is including a link for individuals to donate through the Spotify COVID-19 
Relief Fund. The Fratellis will also be donating 100% of their share of the 
proceeds from sales to COVID-19 relief funds.

"We are committed to bringing inspiration to as many of our adult consumers as 
we can across the globe and it's initiatives like this that will continue to 
provide that vital support to artists when the ability to play live has been 
cut short.  As such we're thrilled to support this effort with The Fratellis."

The full interview with Jon Fratelli can be watched here ( 
https://c212.net/c/link/?t=0&l=en&o=2807102-1&h=2963948196&u=https%3A%2F%2Fwww.instagram.com%2Fvype_worldwide%2F&a=here 
).

About British American Tobacco: British American Tobacco Group (BAT) is one of 
the world's leading, multi-category consumer goods organizations, that provides 
tobacco and nicotine products to millions of consumers around the world. It 
employs over 55,000 people, with market leadership in over 55 countries and 
factories in 48. Its Strategic Portfolio is made up of its global cigarette 
brands and an increasing range of potentially reduced-risk products, comprising 
vapour and tobacco heating products, as well as traditional and modern oral 
products.

CONTACT:  Abigail.foran@bcw-global.com 

SOURCE: Vype