Ballantine’s
In celebration of a decade of promoting inclusive music culture, Ballantine’s launched True Music 10 in 2024 - giving music fans around the world direct access to some of the most exciting artists shaping music culture today through a series of in-person and broadcast events.
The long-standing True Music partnership between Ballantine’s - the world’s second largest Scotch whisky - and Boiler Room has a track record of hosting inclusive music events. Together, they have championed, supported, and represented over 800 pioneering headliners and emerging artists, from more than 30 countries on six continents - securing more than 800 million views across content, and over 150,000 fans attending shows.
The latest campaign, True Music 10, is a year-long programme of 10 music events that kicked off with an intimate pop-up at a secret location in Soho, London, headlined by Afrobeats DJ and producer, Sarz. The series continued to Colombia and South Africa, rolling out shows in select cities and showcasing some of the most forward-facing True Music artists from each country. Music fans were also able to tune in and catch the shows for free via a dedicated website.
Boiler Room and Ballantine’s then returned to Johannesburg, South Africa - home to one of the partnership’s first-ever shows - where they threw their biggest party to date, featuring some of the world’s most innovative artists including Louie Vega and Kenny Dope’s iconic garage duo.
The evolution of True Music over the past decade has been remarkable. For 10 years, the platform has been committed to representing, supporting, and promoting inclusive music culture by celebrating pioneering local artists and communities from around the world on a global stage. We believe in the power of staying true to yourself and doing things your own way, and over the years we are proud to have worked with some of the most exciting ‘Stay True’ artists, who are propelling music culture forward and making music for passion. Here’s to the next 10.”
Over 150kfan attendance across the decade