Scottish entertainment company Black Tartan has announced a long-term partnership with SAMH (Scottish Action for Mental Health) as part of a major commitment to improving wellbeing across the live entertainment industry.
The partnership was officially revealed during Black Tartan’s sold-out “Auld Pals: An Evening with the Stars of Still Game” at Aberdeen Music Hall, which welcomed more than 1,250 attendees for a celebration featuring cast members from the iconic Scottish series.
Founded by media entrepreneur Johnny Brooks and Scottish darts star Alan Soutar, Black Tartan has positioned itself as an ethical disruptor within the events sector, placing wellbeing, accessibility and audience experience at the centre of its business model.
As part of the launch, members of the event staff and cast were provided complimentary access to professional massage from therapist Deniza Avkunaite throughout the evening, alongside additional free wellbeing services and care packages the company are distributing to local venue workers behind the scenes.
Audience members participated in an anonymous wellbeing survey during the event, sharing how attending the show had impacted their mental wellbeing.
More than 70% of respondents stated that attending the event had significantly improved how they were feeling, while the remaining 30 percent described a neutral impact.
Black Tartan says the findings reinforce the powerful role that entertainment, community and shared experiences can play in supporting mental health and social connection.
The company has now revealed plans to create what it believes will become the entertainment industry’s first dedicated Mental Health Rider – a formal wellbeing framework designed to support both performers and venue or event staff.
Johnny Brooks said:
“The entertainment industry is brilliant at creating unforgettable moments for audiences, but historically it has not always done enough to protect the wellbeing of the people behind the scenes who make those moments possible.
This partnership with SAMH is about helping change that. We want Black Tartan events to feel exciting, welcoming and supportive for everyone involved, whether you are on stage, backstage or in the crowd.
This is not about token gestures or publicity. We want to build practical support into the culture of live events and hopefully encourage wider conversations throughout the industry.”
Alan Soutar added:
“As someone who has experienced both the pressures of professional sport and the harsh reality of being a firefighter, I know how important mental wellbeing is, and sadly I’ve seen what can happen when we don’t look after it.
To us it’s really important that we actually walk our talk, rather than just say nice words, so at every event we put on we’re actively spending money and looking for ways to make things better. The response from people already has been amazing, their faces light up when they feel like someone cares and they’re not just disposable, we want to encourage more of this in the industry and can’t wait to continue working with companies like SAMH and Aberdeen Performing Arts who clearly share our values.”
The partnership with SAMH forms part of Black Tartan’s wider mission to create fan-first entertainment experiences while challenging traditional industry practices around accessibility, audience treatment and event culture.
Further details regarding the Mental Health Rider initiative and future wellbeing-focused partnerships are expected to be announced later this year.
