Jim Beam announces global and local music partnerships

Jim Beam has partnered with Muse globally and Flight Facilities, Client Liaison and The Veronicas locally, in a campaign that celebrates the power of live music.

The announcement:

The world’s #1 bourbon this week announces the global launch of Welcome Sessions 2022, a 360-degree music campaign designed to celebrate the unrivalled power of live music and the sense of community music brings to artists and fans.

The program will be brought to life with a global headline partnership with renowned rock band Muse, local Australian gigs, an exclusive content series, and a first-ever global Welcome Sessions live concert at Jim Beam’s Kentucky Distillery.

Global Muse Partnership

Jim Beam will be spotlighting the reunion of fan communities with their favourite artists, through a headline partnership with internationally renowned rock band Muse. This exciting collaboration will include live experiences throughout Muse’s European festival tour, which began in their hometown of Exeter, UK and will culminate in the first-ever intimate Welcome Session live performance in Jim Beam’s very own backyard in Clermont, Kentucky. It also features a branded documentary series capturing untold stories of the band’s career alongside its community of fans.

Matt Bellamy, Muse’s lead vocalist and guitarist said, “Having a sense of community unites all of us. Our band emerged thanks to the music teachers who taught us to play, the studio that gave us our first break, and the live performances at The Cavern Club all those years ago. Without the ongoing support of our community, we wouldn’t be here today. After nearly four years away, it’s brilliant to partner with Jim Beam to celebrate our shared love of music through Welcome Sessions.”

Local Live Sessions

Jim Beam Australia brings to life Welcome Sessions 2022 with afternoon gigs by Flight Facilities (DJ set) in Sydney, Client Liaison (DJ set) in Brisbane and The Veronicas in Melbourne. These acts will perform in intimate venues with limited capacity, creating a unique chance for music lovers to get up close and personal with some of Australia’s hottest acts.

Trent Chapman, marketing director at Beam Suntory Australia and New Zealand said: “As the first family of bourbon, Jim Beam’s history and heritage has been going strong since 1795. We’re excited to bring to life the latest evolution of Welcome Sessions with this line-up of intimate free gigs for music lovers featuring incredible Aussie talent who share the spirit of Welcome Sessions.”

Ahead of their global album tour, Flight Facilities will welcome Sydneysiders to the long weekend with an electrifying DJ set at The Rooftop Sydney on Saturday, 11 June. The boys will be followed by indie-pop duo Morgan Monte and

Harvey Miller of Client Liaison, with their signature infectious blend of ’80s disco-pop and Aussie nostalgia set to get the afternoon crew going with a DJ set for the books at Buffalo Bar, Brisbane on Saturday, 16 July. Rounding out these Aussie gigs will be identical twin sisters Jessica Louise Origliasso and Lisa Marie Origliasso, better known as pop duo The Veronicas, who will take the stage at The Hop Bar in the prime location of Federation Square, Melbourne on Saturday, 20 August.

For acts of this calibre, the gigs will be incredibly intimate, with a limited number of double passes up for grabs at each session. Fans can enter the competition to snag a double pass to one of the three gigs, which include a refreshing Jim Beam to kick off an afternoon of good music and great company.

Source: Liquid Ideas


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