Jameson Irish
whiskey connects with international rap
star Bas to support emerging artists
Jameson Irish whiskey is rekindling
its collaboration with international rap
artist Bas to mentor two emerging
artists to create new tracks virtually
during COVID-19.
Jameson has connected the Dreamville
rapper with two young musicians from
Ireland and the U.S as part of its new
campaign – Jameson Connects: The Stay
Inn. Together, Jameson and Bas offered
the artists a unique mentorship
opportunity to help take their careers
to the next level.
The #JamesonConnectsBas project was
launched in response to the COVID-19
pandemic. This spring, Bas had planned
to run a series of youth music workshops
in Sudan, the country of his heritage,
as a way of using his experience and
expertise to inspire the next generation
of musical talent and to give back to
the community and culture that he loves.
Unfortunately, the workshops were
postponed because of the COVID-19
crisis. Instead, Bas began working with
Jameson to see how he could connect with
people through this period and the
concept of a digital mentorship
programme was born.
Bas handpicked the artists, each with a
very different sound and background,
based purely on their creativity,
potential and originality. In recent
weeks he connected with Say 3, a
US-based music producer and a regular
fixture on the Atlanta club scene and
Sierra Leonean-Irish art-soul artist,
Loah. Through a series of online
workshops, the artists worked in
collaboration with Bas to produce a new
track.
Commenting on the project, Bas, who is
famously the protégé of J Cole,
explains: "Throughout my career I have
been lucky enough to find myself with
amazing mentors, and this is something I
have always been truly thankful for. I
never underestimate the impact that this
has had on my journey as an artist, and
I believe it is essential to open up
your experiences and share your
successes with other aspiring artists so
that they can learn from them, and are
given the same opportunities."
Brendan Buckley, International Marketing
Director at Irish Distillers, adds: "As
the global leader in Irish whiskey,
Jameson prides itself on bringing people
and communities together. Jameson
Connects: The Stay Inn is an extension
of this, celebrating the diversity and
talents of our whiskey fans. We are
delighted to be partnering with Bas once
again and look forward to following the
musical journey of each of the artists."
The project forms the next phase of the
Jameson Connects: The Stay Inn platform,
designed to keep spirits high as the
world stays in by bringing drinks
recipes, pub quizzes, merchandise
giveaways and virtual gigs to Jameson
fans around the world.
