Jack Daniel’s is to launch a new music campaign. Jack Rocks celebrates the independence, authenticity and integrity of real, hand-crafted music and kicks off by opening its very own live music venue in East London. This will take place in partnership with iconic music brand NME and Spotify.

“Jack Rocks The Macbeth” will see the iconic Tennessee Whiskey partner with Hoxton’s The Macbeth, a 150-year old live music pub that has seen the likes of Florence & The Machine and Franz Ferdinand take its stage. The venue will feature a mixture of specially-curated live performances, stripped down acoustic sets as well as expert talks and workshops from music industry insiders and people working behind the scenes such as record label A&R maestros music photographers and even fashion designers.

UM Studios – the content division of UM London – created the concept and will handle all music content and production at the Macbeth. The venue is being run in association with NME and Spotify. NME staff including New Music Editor Matt Wilkinson will be working out of the venue to ensure he can report on the latest events as they happen.

Jack Daniel’s music strategy agency, Splendid also form part of the team, ensuring that Jack Daniel’s unique point of view at the cutting edge of emerging music is championed throughout.

Jack Rocks The Macbeth officially opens on 9th September with a live performance from Liverpool guitar four-piece Moats with support from Whistlejacket and Maui.  Other key events lined up include the Grammy Award-winning La Roux playing an intimate show to just 300 fans on 15th September, cult fashion designer Claire Barrow DJing and hosting her London Fashion Week after-party there on 13th September and the legendary indie club night This Feeling beginning a monthly residency on 3rd October. The full programming calendar will be unveiled over the next coming weeks.

Jack Rocks The Macbeth will open for four months initially, New events will be announced through NME and the Jack Daniel’s Twitter account, and details will be given about how fans can attend and get involved in the activities planned there.

The opening of Jack Rocks The Macbeth is part of a wider and up-weighted music programme of activities throughout the year, which celebrates Jack Daniel’s special place in music, one that has resonated with free-thinking musicians for decades.

Jack Daniel’s Senior Brand Manager, Michael Boaler commented “Jack Daniel’s has a history of supporting artists and venues who share our values.  From Sinatra to the Stones to exciting new talent like CuT, we want to continue a legacy that goes back decades and do everything we can to shine a light on artists and people in the wider music community who aren’t afraid to do things differently to achieve success on their own terms.  Partnering with a live music venue with our own spin is a first for us and we’re really excited to give both up-and-coming artists and like-minded music lovers alike a place where they can listen to some inspirational stories and most importantly share some legendary music moments.”

Andy Corcoran, managing partner at UM London, said: “We’re taking Jack Daniel’s support for small UK music venues a step further by providing a home for music where the best new bands can play and the UK’s best music journalists can work. We’re excited to be effectively augmenting the Jack Daniel’s brand eco-system.” The third nationwide search by NME and Jack Daniel’s to find Britain’s Best Small Venue also kicks off in September 2014. Music fans are encouraged to support their local venues by nominating their favourites viaNME.COM. Regional winners will make up a shortlist of 10 venues, and a winner will be decided based on public votes. The winning venue will host a special winners gig. Previous years have seen Frank Turner perform at the Joiners in Southampton, and Enter Shikari at the Tunbridge Wells Forum.

The editor of NME, Mike Williams, said: “Small venues remain the lifeblood of live music and are the launchpad for many successful artists’ careers. NME is dedicated to supporting grassroots music and offering these venues the recognition they deserve. A small venue offers both music fans and artists an unforgettable experience and we are thrilled to be a partner of Jack Rocks The Macbeth. What we plan to do over the four months is exciting beyond belief.”

Contact
Communications Director: James Richards
P: 020 7073 7345 | M: 0788 005 1641
james.richards@mbww.com

About Jack Daniel’s
Officially registered with the U.S. government in 1866, Jack Daniel Distillery, Lem Motlow, Proprietor, is the oldest registered distillery in the United States.  Based in Lynchburg, Tennessee, it is the maker of the world-famous Jack Daniel’s Old No. 7 Tennessee Whiskey. Your friends at Jack Daniel’s remind you to drink responsibly.

About UM
UM London is a media communications agency located in Clerkenwell, the creative heart of London. We employ over 100 curious minds and have UK media billings in excess of £250m.

Our brand positioning, Curiosity Works, fuels our successful partnerships with many UK & global companies including H&M, Royal Mail, Fuller Smith & Turner, General Mills, Dairy Crest and Brown-Forman.

As part of the Interpublic Group of Companies (IPG), UM has 151 offices in 130 countries and employs 3,600 creative thinkers and doers.

About NME – ‘The past, present & future of music’
Every week NME reaches over 3 million music fans through a unique multi-platform media proposition including NME.com, the magazine, social media and a host of nationwide live events. NME magazine is the longest published music weekly in the world, giving its readers essential, credible and authoritative coverage of the world of music.

NME leads the way in delivering exclusive features, definitive reviews and incredible music photography across all brand platforms, as well as continuing to bring its audience the very best in new music.
@NME

For further information about NME, contact Victoria Higham, PR manager at Time Inc. UK on 020 3148 5401 or victoria_higham@timeinc.com

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