The music acts will perform at The Macbeth in Hoxton and the Amersham Arms in New Cross on 31 December as part of Jack Daniel’s nationwide, year-long tie-up with This Feeling, which is in its eighth year. It is the latest of its ‘Jack Rocks’ partnerships, a country-wide initiative celebrating the best of crafted, authentic live music.
The band will initially take to the stage at the Amersham Arms at 10pm before hot-footing it across London to Hoxton’s 300-capacity The Macbeth for a second show just after midnight. This Feeling DJs will keep the party going at both venues until 4am.
Michael Boaler, Jack Daniel’s senior brand manager, said: "Jack Daniel’s has a proud history of supporting real music and the people that make it happen, that’s why we see This Feeling as a perfect partner – it’s a clubnight that showcases some of the best new music around and we hope it can be a long and fruitful relationship.
"Carl Barât is an artist who encompasses everything Jack stands for - we’re really excited to work with him again and have him on board for these special New Year’s Eve shows."
Mike Jonns, This Feeling founder, added: "This is the biggest night we’ve put on in eight years of This Feeling. To have a bona fide rock ‘n’ roll legend who played to 65,000 in Hyde Park over the summer playing two This Feeling nights this New Year’s Eve is massive – there's no better way to say goodbye to 2014 and hello 2015."
The gigs follow on from Jack Daniel’s partnership with Jack Rocks The Macbeth – a four-month long collaboration that saw the venue renovated and shows take place from the likes of La Roux, Kele Okereke and The Coral’s James Skelly, as well as a series of gigs from up-and-coming artists, day-time sessions and expert talks from music industry insiders.
Plans for the Jack Rocks campaign were announced by the brand last month. They will see Jack Daniel's partner with festivals, venues and clubnights nationwide over the coming weeks.
Comment below to let us know what you think.
For more in-depth and print-only features, showcases and interviews with world-leading brands, don't miss the next issue of Event magazine by subscribing here.Follow @samedwardsevent