Jameson has teamed up with Sofar Sounds to support struggling musicians through its Seen & Heard digital music series. The free virtual series from the Irish Whiskey brand and music events company looks to highlight and support musicians in what has been a challenging year for the live music industry.
“The Jameson Seen & Heard platform proudly champions new music and we’re excited to be partnering with Sofar Sounds once again to support performing artists and create real impact in the music space,” said Laura Stephen, Brand Director at Pernod Ricard UK. “It continues to be a challenging time for live music and we hope by giving some of the UK’s brightest emerging talents a virtual stage, passionate music lovers will join in and support local artists in the community.”
As part of Seen & Heard, Sofar’s online Listening Room will provide 15 artists with the chance to perform virtually. Every night for two weeks, a different British artist will be profiled through a 20-minute set at 7pm GMT. Acts include alternative hip-hop artist and poet Otis Mensah, funk band I.M.O, and alt-pop poet Tiërny.
Alongside the series, three of the participating artists will feature in virtual “behind the scenes” conversations and Sofar will curate a Spotify playlist featuring tracks from the musicians featured in Jameson Seen & Heard. All performance and interview content will go live on YouTube and be supported by social content across Instagram and Facebook.
“Throughout 2020, Sofar Sounds has focused all its efforts on supporting artists through our Listening Room, a global artist fund and our In Session webinars,” said Matt McDonagh, VP of Global Commercial Partnerships at Sofar Sounds. “We’re delighted to be able to spotlight these 15 talented UK artists through Seen & Heard; working with Jameson to bring their creative ambitions to life and creating spaces where music matters. For Sofar to be able to spotlight these artists in and around our UK hometown, makes it all the more powerful for us.”
Furthermore, Jameson will offer consumers the chance to purchase drinks kits to consume during the gigs. The three kits will contain ingredients to make serves such as Jameson, ginger ale and lime; Jameson Caskmates Stout Edition and aromatic tonic water; and a Jameson Black Barrel Old Fashioned. Each kit can make four drinks and will be available from Create Cocktails for £25 ($34 USD).