Inspired by its ‘Stay True’ philosophy, the aim of Ballantine's ‘True Music’ is to celebrate music artists that do it their way. Championing both aspiring and existing artists, who share their pioneering spirit. Challenging them to push their boundaries, not in pursuit of glitz and glamour, but to make music which they truly believe in.
|Ballantine's launches new 'True Music' music platform|
For their first project, Ballantine’s & Boiler Room’s ‘True Music’ platform, will work with critically acclaimed and globally renowned producer and DJ Maya Jane Coles, who is said to exemplify the very essence of ‘True Music’, writing, producing, engineering, arranging, mixing and performing all the elements within her tracks, whilst refusing to compromise on any aspect of her work.
With Maya Jane Coles at the helm, the ‘True Music’ project will travel across South Africa, Russia and Spain over the next five months. Along the way, she will curate a remix EP from her upcoming 2017 album, working with her favourite ‘True Music’ artists from each country, kicking off with Culoe De Song in South Africa. Each artist has been handpicked as they epitomise the philosophy of ‘True Music’ in their work. The resulting EP will be a limited-edition vinyl and digital release.
Commenting on the news, Sophie Gallois, Chivas Brothers Global Marketing Director, said: “When it comes to True Music, Ballantine’s is demonstrating that we’re committed to supporting creativity. It’s with great pleasure that we have developed our successful partnership with Boiler Room even further. This follows on from three fantastic years, travelling the globe to deliver incredible events and content – which we’re going to take to the next level by working with such iconic artists as Maya Jane Coles”
Spain will also play host to the very first Ballantine’s Music Forum. A unique two-day event, that will bring together experts from the electronic music world to offer advice and deliver workshops. Whether that be the programmers of renowned Spanish festival Sonar or industry experts discussing how to set up an independent record label, the forum will help shape and inform the next generation of ‘True Music’ artists.
Posted by Steve Rush