SoFar Sounds
January 13, 2021

Jameson, Pernod Ricard’s popular Irish whiskey brand, has teamed up with music events startup Sofar Sounds to promote emerging musicians through a series of virtual gigs.

Sofar’s Seen & Heard Listening Room, which launches today (13 January), will showcase 15 up-and-coming artists in a two-week series of 20-minute stripped back sets at 7pm each night. All of the performances were recorded ahead of the latest lockdown.

Acts include alternative hip-hop artist and poet Otis Mensah, funk band I.M.O, and alt-pop poet Tiërny.

“The Jameson Seen & Heard platform proudly champions new music and we’re excited to be partnering with Sofar Sounds once again to support performing artists and create real impact in the music space,” said Laura Stephen, Brand Director at Pernod Ricard UK. “It continues to be a challenging time for live music and we hope by giving some of the UK’s brightest emerging talents a virtual stage, passionate music lovers will join in and support local artists in the community.”

Alongside the series, which follows Jameson’s previous link-up with Sofar in 2019, three of the participating artists will feature in virtual ‘behind the scenes’ conversations and Sofar will curate a Spotify playlist featuring tracks from the musicians featured in the series. All performance and interview content will go live on YouTube and be supported by social content across Instagram and Facebook.

The partnership was developed in collaboration with Havas Media and
Jump, Havas Media Group’s content and partnerships hub.

“Throughout 2020, Sofar Sounds has focused all its efforts on supporting artists through our Listening Room, a global artist fund and our In Session webinars,” said Matt McDonagh, VP of Global Commercial Partnerships at Sofar Sounds. “We’re delighted to be able to spotlight these 15 talented UK artists through Seen & Heard; working with Jameson to bring their creative ambitions to life and creating spaces where music matters. For Sofar to be able to spotlight these artists in and around our UK hometown, makes it all the more powerful for us.”

Away from the online elements, Jameson is offering consumers the chance to purchase drinks that replicate a real Sofar gig experience with the introduction of cocktail-making drinks kits through Create Cocktails.

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