For its first
True Music campaign, Ballantine’s
extends its global partnership with
Boiler Room, working with electronic
music artist Maya Jane Coles.
Ballantine’s
has revealed a major new global music
platform that expands and reinforces its
commitment to ‘True Music’ – meaning
‘music born from passion, not
compromise.’
Inspired by Ballantine’s ‘Stay True’
philosophy, the aim of True Music is to
celebrate music artists that do it their
way. Whether they are just starting out
or already global stars, True Music
champions artists who share this
pioneering spirit and challenges them to
push their boundaries. Not in pursuit of
glitz and glamour, but to make music
which they truly believe in.
For their first project, Ballantine’s &
Boiler Room’s True Music platform will
work with critically acclaimed and
globally renowned producer and DJ Maya
Jane Coles. A true icon in electronic
music, she exemplifies the very essence
of True Music; writing, producing,
engineering, arranging, mixing and
performing all the elements within her
tracks and refusing to compromise on her
work.
About the Ballantine’s and Boiler Room
partnership
The Ballantine’s ‘True Music’ campaign
will run in conjunction with world
leading online music broadcaster Boiler
Room. Building on a three-year
collaboration which has travelled from
Mexico City to Santiago, Moscow and
beyond, the project will support
pioneering ‘True Music’ artists and help
realise their creative visions around
the world.
With Maya Jane Coles at the helm, True
Music project one will travel across
South Africa, Russia and Spain over the
next five months. Along the way, she
will curate a remix EP from her upcoming
2017 album, working with her favourite
True Music artists from each country,
kicking off with Culoe De Song in South
Africa. 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, allowing the world to tune in
and see Maya work with both global and
local artists to curate a night with
True Music at its core. Heading from
Johannesburg (24th November) to Moscow
in February, these shows will then
culminate in Madrid in early 2017 with a
2,000 capacity event.
Ballantine’s Music Forum
Alongside this exclusive event, Spain
will play host to the very first
Ballantine’s Music Forum. A unique
two-day event, this will bring together
experts from the electronic music world
to offer advice and deliver workshops.
Whether that be the programmers of
renowned Spanish festival Sonar or
industry experts discussing how to set
up an independent record label, the
Forum will help shape and inform the
next generation of True Music artists.
With a unique remix EP, music videos,
globally streamed shows, behind the
scenes content, a music forum and more,
True Music is set to become a unique
global platform. Whether you are in
South America or Western Europe, just
log on, tune in and check out
truemusic.boilerroom.tv/ for a chance to
experience exactly what True Music
means.
Blaise Bellville, Boiler Room Founder & CEO added: "We’re hugely proud of our work with Ballantine’s over the past few years. Since the partnership began, it’s been evident how committed both parties are to pushing artists who create music because of the passion that compels them. With Ballantine’s and True Music, we’re excited to be taking this to the next level by working with such a ground-breaking artist such as Maya."
Maya Jane Coles: "I’m really excited to be kicking off the first project for True Music. It’s a journey that’s going to take me from South Africa to Russia and Spain, working with a collection of amazing artists that approach their work with the same passion and conviction that I do."
You
will find the current Ballantine's
whisky range available from specialist whisky retailers such as
Master of Malt
Where To Buy Whisky Online
Select a country for a list of
specialist Whisky shops who delivers to
you:
