Ballantine’s True Music announces 3-year community-based music strategy
Ballantine’s True Music is going to “Take A Stand For True Music.”
Ballantine’s has announced a 3-year community-based music strategy under the mission statement “Take A Stand For True Music,” which will see their signature True Music platform focus on grassroots music communities.
A series of initiatives will be launching this year as part of a M&C Saatchi Sport & Entertainment strategy to promote, progress and protect music communities around the world. They include:
-True Music Spaces, which provides free physical spaces, such as recording studios, to support local scenes in the areas most needed
-True Music Futures, which connects music creatives and mentors
-True Music Fusions, which connects like-minded individuals to leverage each other’s skills, with Ballantine’s providing the funds to help make their projects a reality
-True Music Series, which showcases creative work, commissioned by individuals from the True Music community on limited-edition gift packs.
Water the grassroots
Ballantine’s X Boiler Room is dedicated to helping local music communities in Russia, Poland, Spain and South Africa to find ways to catapult their music scenes forward and provide support through financial, grassroots or collaborative initiatives.
Mathieu Deslandes, Ballantine’s global marketing director commented: “Music is a truly universal form of communication; it connects us and gives us a sense of who we are.
He added:
“It’s for the artists, the venue operators and the leading creatives who push the boundaries of what their community does for music – and, importantly, it’s also for the fans.
“We’ve showcased and celebrated incredible True Music artists for years and, in doing so, have had the opportunity to really get under the skin of their scenes. Now is the time to take our passion, commitment and appreciation of music a step further to ensure it stands for something real and provides real benefits to these individuals and their communities.”
Watch the ad for Ballantine’s True Music “Take A Stand For True Music”
[youtube_sc url=”https://youtu.be/AgfL8pAtOP4″]Sourced
