Boiler Room x Ballantine's celebrate inclusive dancefloors with the launch of True Music Studios, bringing together diverse communities around the world16 November 2021 - Press release
Broadcasting local sounds and ideas from around the world.
Moving music culture forward together.
True Music Studios launch video: https://youtu.be/8ejPLZ2ousw
Ballantine's Scotch whisky and long-term partner Boiler Room are pledging to do their part in creating a safer, fairer future for music culture through their new global event series True Music Studios. Building on their commitment from the past seven years to champion global diversity in music, True Music Studios will bring together a variation of artists, promotors, panellists, and underrepresented groups, to celebrate local sounds, scenes and diverse communities, offering music fans around the world inclusive experiences both in real life and streamed from home.
The global residencies will open their doors for up to ten days, offering a series of 30+ inclusive music events, in compliance with local COVID measures, to bring fans back together after the industry's 20 month hiatus of live events. Taking place across eight countries, kicking off with Russia in November, True Music Studios will feature a mix of live performances, educational events and community experiences curated by cutting edge collaborators who are pushing forward local music scenes including Kedr Livanskiy (Moscow, Russia), Ms. Nina (Madrid, Spain) and DBN Gogo (Johannesburg, South Africa).
Music fans can expect live and globally streamed performances from the pioneering headline acts, shared with millions around the world, along with special guest appearances by those defining each scene. There will also be educational 'in conversation' talks with leading artists, promotors and producers from the local communities who are pushing boundaries and shaping scenes, and masterclasses with local collectives. Community events will see local promotors being handed the keys to the True Music Studios to set the stage for emerging talent, providing listening sessions and creative spaces where music collectives can collaborate. Ballantine's will also be hosting cocktail and whisky experiences and tastings, with its network of global experts and mixologists.
Each residency will be unearthing the sounds and scenes from each city including Kedr Livanskiy kicking off with Club, Hip-Hop and Altp-Pop in Moscow, to the hybrid sounds of South Africa's Amapiano lead by DBN Gogo; dubbed the female boss and who helped define the scene. Madrid will see Ms Nina curating a New Wave Perreo and Spanish Rap extravaganza featuring experiences with world renowned star of critically acclaimed HBO series 'Veneno', Jedet, and content created showcasing the deconstruction of the hit song 'Tranquilisimo' from one of the most respected outfits in Madrid, producers Lowlight. Since bursting onto the Madrid music scene, Ms Nina has made waves with her signature reggaeton sound defining the new wave of Spanish music with lyrics that carry the message of empowerment and strength.
Boiler Room x Ballantine's True Music Studios tour dates:
Moscow, Russia 30th November – 9th December
Madrid, Spain 18th – 27th January
Johannesburg, South Africa 22nd February – 3rd March
Kyiv, Ukraine 22nd – 24th March
Nairobi, Kenya 12th – 14th April
Yaoundé, Cameroon, 3rd – 5th May
New York, USA 24th – 26th May
Medellin, Colombia 28th – 30th June
Tom Elton, Head of Culture and Partnerships at Ballantine's says "Our Boiler Room x Ballantine's True Music events have always been special as we dig deep into local cultures around the world and celebrate the raw sounds and inspirations that make the individual scenes so unique. Building on the past seven years, True Music sets itself an ambition to be a trusted and leading voice for diversity and inclusion within music culture. We recognise our role in driving change, and this is what music fans want. The effects of the past 18 months have resulted in a positive shift in attitude and an opportunity to reset and club together to increase equality in music culture. The dancefloor has always been seen as a sacred and safe place and we want to bring it back to where everyone is equal and feels part of the experience. We all have a part to play, and True Music Studios is our first opportunity to put our diversity and inclusivity pledges into practice."
This initiative follows the release of Ballantine's 'Resetting the Dancefloor' report which revealed 1 in 3 people have been victims of discrimination at live music events. Alongside key figureheads within the industry, Ballantine's aims to shine a light on and tackle issues of inclusion and diversity in music, calling on the industry – and fans alike – to club together to initiate change. Following nightlife reopening and a post pandemic 'reset', True Music Studios marks Ballantine's own action and commitment to help drive real change in the industry, through its new diversity and inclusion policy that looks at leading issues within music culture:
- Diverse programming: ensuring all True Music line-ups and content represent diverse communities
- Fair payment: ensuring that no fee gap exists by taking an active role in making sure talent are paid and treated fairly
- Inclusive dancefloors: making safe dancefloors a priority and committing to bringing one billion music fans inclusive True Music experiences through its safe dancefloor policy
The brand will also be distributing a six-figure fund to emerging organisations and collectives around the world to support them in promoting and progressing equality within their scenes.
Ballantine's has been a long-time champion of underrepresented music communities, celebrating local talent through its True Music platform and partnership with Boiler Room over the past seven years, supporting over 500 artists, across 50+ events, in 20+ countries.
To find out more about Ballantine's True Music check out www.Ballantines.com/truemusic