Jack Daniel's releases music film as part of experiential Jack Rocks campaign

Tennessee whiskey brand Jack Daniel's has produced a music film, dubbed War of the Minds, as part of its year-long Jack Rocks experiential campaign.

Scenes from the film were shot at Jack Rocks venue The Macbeth
Scenes from the film were shot at Jack Rocks venue The Macbeth

The avant-garde style music film, which is set to premiere at Brighton's The Great Escape music festival on 16 May, documents the life of East London grime artist Ghetts. 

It focuses on his inner creative struggles, which are represented by three different characters – Ghetts, Ghetto and Justin.

A series of scenes were shot at Jack Daniel’s Jack Rocks The Macbeth music venue in Shoreditch, meanwhile subtle product placement and visual cues have been included throughout the film. 

The brand devised the Jack Rocks campaign in a bid to continue its association with live music and celebrate small live music venues. The film operates as an extension of that through its support of young music talent.

Live music venues across the UK are set to host Jack Rocks events throughout the year, including the Liverpool Zanzibar and the Birmingham Rainbow. 

More: In pictures: Jack Daniel's brings rock 'n' roll experience to Yorkshire town

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