Jack Daniel's launches live music venue

Whiskey brand Jack Daniel's opens the doors to its own live music venue in east London today (9 September).

The Jack Rocks The Macbeth music venue
The Jack Rocks The Macbeth music venue

The Macbeth pub in Hoxton will become 'Jack Rocks The Macbeth’ for an initial four month period as part of the spirit's latest campaign, Jack Rocks, which celebrates the independence, authenticity and integrity of hand-crafted music.

Liverpool four-piece Moats will mark the opening with a live performance this evening with support from Whistlejacket and Maui.

Other key events planned include an intimate performance by Grammy Award-winning La Roux on 15 September, a month-long residency from indie club night This Feeling beginning on 3 October, and a programme of keynote speakers and workshops.

Open on weekdays from 5pm and running in association with NME and Spotify, the venue has been given a sensitive makeover, ensuring that its character doesn’t change. NME staff including new music editor Matt Wilkinson will be working on-site at the venue reporting on the latest events as they happen. New events will be announced through NME and the Jack Daniel’s Twitter page over the coming weeks.

The opening of Jack Rocks The Macbeth is part of a wider programme of activities running throughout the year which will see other Jack Rocks partnerships at iconic independent venues set up across the country.

Point of sale material across bars in the UK will also feature CuT, the protégés of former Blur manager and Food Records boss Andy Ross, shot at Camden’s Underworld with renowned music photographer Marcus Maschwitz.

Michael Boaler, Jack Daniel’s senior brand manager, said:"Partnering with a live music venue with our own spin is a first for us and we’re really excited to give both up-and-coming artists and like-minded music lovers alike a place where they can listen to some inspirational stories and most importantly share some legendary music moments."

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