Ballantine’s

Music connects people, whatever the distance. As a brand that champions pioneering local artists and music scenes via its True Music platform, Ballantine’s has continued to support these communities by giving them a global platform and investing in their future livelihood, particularly during lockdown.

Ballantine’s longstanding True Music partnership with Boiler Room has to date celebrated more than 35 local music communities and over 280 artists globally. In November 2019, Ballantine’s and Boiler Room launched a first-of-its-kind programme, the True Music Fund, offering promoters, musicians and creatives financial grants and one-to-one mentoring to help local music scenes thrive. To date the True Music Fund has launched in Spain and South Africa.

When the pandemic hit, Ballantine’s supported Boiler Room’s ‘Streaming From Isolation’ series, committing a six figure sum in the form of monetary grants to under threat community‑driven music collectives around the world. Content and performances from the artists were broadcast to the world from their homes, keeping music fans entertained whilst in lockdown.

« From live events to performances streamed from home, Ballantine’s is sharing its passion for true music - supporting local artists, keeping fans connected and creating conviviality in difficult times. »

Mathieu Deslandes,
Marketing Director, Ballantine’s

20 

COLLECTIVES AND OVER 100 ARTISTS
SUPPORTED BY ‘STREAMING FROM ISOLATION’ INITIATIVE,
ACHIEVING 60m+ REACH AND 30m+ LIVE VIEWS