Community / Live stream will give Up Helly Aa procession a global reach
There are also a number of Up Helly Aa themed events in the coming days, including food and craft fairs
THE UP Helly Aa procession in Lerwick next week will again be broadcast around the world thanks to a partnership between Promote Shetland and the popular Shetland Webcams streaming service.
Promote Shetland will also share a new film on Up Helly Aa night celebrating some of the best Shetland music.
This year the fiery festival will also be streamed to a potential audience of millions of Americans thanks to a new arrangement with LiveNOW from FOX.
Live footage will also be available on news networks including Reuters, and Associated Press.
The livestream is co-sponsored by Promote Shetland and NorthLink Ferries and will be available again on Tuesday night.
The stream will be hosted on uphellyaa.com and Promote Shetland’s YouTube and Facebook channels from 7pm.
Adam Civico, head of content marketing for the Promote Shetland service, said: “Lerwick Up Helly Aa is a spectacular event that is admired around the world.
“The festival provides an excellent opportunity to showcase what an incredible place Shetland is – highlighting not only the remarkable procession but also the incredible community spirit that makes Up Helly Aa possible.”
“It is telling that we were approached by an American TV network, keen to show Up Helly Aa to their audience.”
Civico added that the service recognises that all fire festivals are predominantly Shetland community events, “but there is ever-increasing interest in these unique celebrations and in Shetland’s Norse heritage that inspires them”.
To celebrate Shetland’s musical talent, filmmakers JJ Jamieson and Liz Musser have also created a Shetland Music Night video feature showcasing some of the excellent bands and artists from the islands.
The two-hour film will be shared by Promote Shetland at 9pm on Up Helly Aa night and will be available on YouTube, Facebook and uphellyaa.com.
Meanwhile an Up Helly Aa food and drink market is taking place at Mareel on Monday. The free Taste of Shetland event will run from midday to 6pm.
Participating producers include Shetland Reel, Scalloway Meat Company and Island Larder, while there will be cookery demonstrations and live music.
Shetland Fishermen’s Association (SFA) will also be offering free smoked haddock mac n’ cheese tasters with a Spanish twist at the event.
A demonstration of how to fillet a haddock will also be held before SFA executive officer Sheila Keith cooks a herb crusted haddock and red Thai fish curry.
Keith said: “If you are looking for a bit of warmth and a taste of Shetland’s fine seafood flavours the day before Up Helly Aa day come along to Mareel and savour what we have to offer, and learn a bit about cooking with seafood – the ultimate, and most healthy, fast food – into the bargain.”
The Shetland Arts and Crafts Association is also hosting a craft fair on Sunday at Mareel between 11am and 6pm, and entry is again free.
Other Up Helly Aa themed events include the Fiery Sessions music event at the Garrison Theatre during the day on Tuesday.
Linda Riddell will also give a talk at the Shetland Museum tonight (Thursday) on the connections between the Lerwick war memorial and Up Helly Aa, although tickets are limited.
Pubs around Lerwick are also putting on plenty of live music over the coming days too.
Outside of Lerwick in Sandwick there will be a Carnegie Hall’y Aa event on Sunday between 12pm and 3pm, with food and music on offer.
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