Ballantine's unveils True Music platform

Ballantine's, the Scotch whisky, has unveiled a new global music platform called True Music, which will work with leading music artists.

Ballantine's unveils True Music platform
Ballantine's unveils True Music platform
The aim is to celebrate music artists that do things their own way, whether they are just starting out or already global stars.  It will champion artists who share this pioneering spirit and challenge them to push their boundaries.

The campaign will be run in conjunction with world leading online music broadcaster Boiler Room.

For its first project, Ballantine’s & Boiler Room’s True Music platform will work with critically acclaimed producer and DJ Maya Jane Coles.

With Coles at the helm, the True Music project will travel across South Africa, Russia and Spain over the next five months.

Along the route Coles will curate a remix EP from her upcoming 2017 album, working with her favourite True Music artists from each country.

Each artist has been handpicked as they epitomise the philosophy of True Music in their work. The resulting EP will be a limited-edition vinyl and digital release.

Within each of these countries, major live streamed events and content will be produced. They will head to Johannesburg for 24 November to Moscow in February and Madrid in early 2017 with a 2,000 capacity event.

Alongside this exclusive event, Spain will play host to the very first Ballantine’s Music Forum.

The two-day event will bring together experts from the electronic music world to offer advice and deliver workshops.

Earlier this month, whisky brand Jura staged an immersive mystery adventure at the Looking Glass Cocktail Club in East London

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