Brands & Merch Business News Media

Boiler Room to highlight international ‘scenes’ in new film/events series

By Aly Barchi | Published on Wednesday 12 February 2014

Online music show Boiler Room has linked with whisky brand Ballantine’s to present ‘Stay True Journeys’.

A set of live-streamed events and doc films highlighting international ‘scenes’, and the artists and DJs driving them, both high-profile and not, the campaign will align with Ballantine’s ‘Stay True, Leave An Impression’ tagline, which apparently “serves as an invitation to consumers to express themselves in a genuine and authentic way, applauding conviction and self-belief”. An invitation that’s easier to RSVP to post a scotch on the rocks, am I right?

Anyway, Boiler Room will chart and broadcast its first one-off ‘Journey’ in March, at a TBC site in Mexico. Tickets and info, as and when they go live, will be available via this microsite.

Boiler Room boss Blaise Bellville says of the deal: “We don’t enter into brand partnerships lightly. What excited us about this opportunity was that Ballantine’s stands by its mantra of being genuine and authentic, with a true passion for music – where it’s come from, where it is at currently and where it’s heading. This project is going to allow us to capture and share the best of these stories, from all over the world”.

Peter Moore, Ballantine’s Global Brand Director, says: “Boiler Room is a natural partner for Ballantine’s. They’ve consistently delivered the most credible live and streamed music experiences to music lovers across the globe and, as such, epitomise the ‘Stay True’ values of our brand. At a time when music is all too often viewed as disposable, ‘Stay True Journeys’ allows us to immerse fans in the stories which lie behind the world’s most exciting and authentic musical talent”.

Watch this clip summing up what it’s all going to look like: