Ballantine's Scotch Whisky has announced a three-year community-based music strategy. Under the mission statement 'Take A Stand for True Music' the whisky brand is evolving their signature True Music platform to focus on grassroots music communities.
Regular DJ Mag readers will be familiar with the True Music platform – a four-year partnership with Boiler Room, involving a series of live broadcasts from locations around the world – many of which have been syndicated to DJ Mag's Facebook page.
A series of fresh initiatives are planned for 2019, including the expansion of the Boiler Room partnership to connect with and support music communities in Russia, Poland and Spain and South Africa; The launch of True Music Spaces – such as studios or performance areas – in locations in need of these facilities; A mentoring initiative called True Music Fusions; and True Music Series, a global art and music project which invites creatives from the True Music community to produce limited edition gift packs.
Global Marketing Director of Ballantine’s, Mathieu Deslandes, said: “We’ve showcased and celebrated incredible True Music artists for years and in doing so, have had the opportunity to really get under the skin of their scenes. Now is the time to take our passion, commitment and appreciation of music a step further to ensure it stands for something real, and provides real benefits to these individuals and their communities."
We'll be covering the next stage of the Boiler Room x Ballantine's True Music partnership over the coming days.
For more on True Music head to truemusic.boilerroom.tv/.