Irish whiskey brand Jameson has teamed up with American rapper Bas to mentor two emerging musicians as part of a new campaign.
The next phase in the Jameson Connects: The Stay Inn campaign will see Bas collaborate with the brand again to help develop the careers of two new artists from Ireland and the US.
Launched during the pandemic, The Jameson Connects: The Stay Inn platform was designed to entertain Jameson fans at home across the world through online quizzes, drinks recipes and virtual gigs.
Brendan Buckley, international marketing director at Irish Distillers, said: “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 #JamesonConnectsBas initiative was launched after Bas had to postpone his series of youth music workshops in Sudan because of the pandemic. Bas began working with Jameson to help create a digital mentorship programme which would support musicians through the crisis.
Selected by Bas, the chosen artists are Say 3, a US-based music producer, and Irish musician Loah. The musicians worked with Bas to produce a new track through a series of online workshops.
Bas said: “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.”
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Author: Nicola Carruthers