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Jim Beam announces Welcome Sessions project championing independent venues

By | Published on Wednesday 12 May 2021

Jim Beam

Jim Beam has “long celebrated the welcoming spirit that brings people together”, the whiskey brand proclaimed earlier this week. Spirit, see! Lovely stuff. The spirit here is “welcoming” because Jim Beam has announced a new music sponsorship programme called the Welcome Sessions.

Basically the drinks brand will be “welcoming” various artists at the grassroots and independent venues that were important to said musicians early in their career, recording them performing in those spaces and posting the footage to YouTube. There’ll be some behind the scenes chatter too.

Videos set to appear from next month will feature artists like Jack Garrett, Fontaines DC and Jose Gonzalez, and venues including The Lexington and Village Underground in London.

“Each Welcome Session brings to life the spaces that have played host to seminal performances in years gone by – celebrating and creating moments where the power of music helps people feel like they truly belong”, says the whiskey company.

Noting the ongoing impact of the bloody COVID pandemic, Jim Beam MD Malini Patel says: “Although the light at the end of the tunnel is coming ever closer, the real world shared experiences we so crave remain few and far between. This sense of place and sense of community with others is something we as a brand have been firm believers in throughout our 226 year history”.

“The Jim Beam Welcome Sessions are about creating connections between amazing global acts, the iconic independent venues and the audiences who love their music”, she adds. “By launching the global partnership, we hope to create a unique shared experience that fans can relate with, over and over again. An experience that inspires, uplifts and instils a sense of community to being part of something special”.