Jim Beam is gunning to help revive the world’s live music venues following the COVID apocalypse, so the benevolent distillers have dreamed up a concept to help do just that.
Dubbed ‘Welcome Sessions’, the bourbon brand’s new filmed concert series will reunite global musicians with the independent venues that started it all for a special one-off performance, captured on camera and streamed on the Jim Beam YouTube channel.
The first cab off the rank in June will be English singer-songwriter Jack Garratt, with future episodes to feature Irish post-punks Fontaines DC, Swedish indie-folkster Jose Gonzalez and further acts to be announced.
Working in partnership with renowned music production team La Blogotheque – famed for collaborations with the likes of Justin Timberlake, Paul McCartney, Jack White, and Iggy Pop – the project aims to “reimagine and celebrate the warm welcomes experienced by artists and music fans alike”.
We’re also told the videos will extend into a series of “digital live streams and live events across 2022” so stay tuned for more info.
Trent Chapman, marketing director at Beam Suntory Oceania, said: “As live music returns to venues around the country, Jim Beam is here to celebrate with Aussies as they come together through a shared passion for live music.
“This sense of community with others is something we as a brand have been firm believers in throughout our 226-year history.
“The Jim Beam Welcome Sessions are about creating connections between amazing global and local acts, iconic independent venues and the audiences who love their music.
“By launching the global partnership, we hope to create a unique shared experience that fans can relate with, over and over again. An experience that inspires, uplifts and instils a sense of community.”
For more details on the project, you can head on over to the official Jim Beam website.