With Make it Count Music Sessions, Jack Daniel’s invests in authorial bands in partnership with Balaclava Records
The independent national scene will gain a strong supporter: Jack Daniel’s. Hand in hand with Balaclava Records, the brand presents Make it Count Music Sessions – two meetings between bands that reveal the label’s casting: Raça invites Brvnks and Gab Ferreira invites Tuyo.
The initiative is part of a project focused on culture and entertainment, a pillar that complements Jack Daniel’s global campaign, “Make it Count”, launched in 2020. The idea is to promote culture and art through the premise of enjoying life , being aware that it is always possible to make every moment count.
The action seeks to create deeper connections, focusing on specific points of passion and interest. In this case, the music. Jack Daniel’s has a strong presence and legacy in the music scene. The drink’s creator, Jasper Newton Daniel, called Mr. Jack, was known for his bold personality and passion for music. In its trajectory, the brand won a big fan, none other than Frank Sinatra, who adopted Tennessee whiskey as his favorite. Jack’s logo was also present on rock icons’ t-shirts and was a trademark in appearances by true legends, such as Lemmy Kilmister, from Motorhead.
Jack Daniel’s maintains its importance in the scenario and remains present and dynamic among current generations, following trends and styles. Therefore, since 2018 it has been a partner of Balaclava Records and its list of independent artists, standing out as one of the main supporters of the label, recognized for revealing talents in indie, pop and alternative music in and outside the country.
“Our main focus is to genuinely captivate our audience, connecting with new talents from different musical genres. We seek to encourage people to live boldly and courageously, always remembering to enjoy the journey. We see Balaclava as a strong ally as it is largely responsible for revealing national and international pop and alternative music talents.”, explains Giuliano Odone, head of marketing at Brown-Forman Brasil.
The Make it Count Music Sessions take place in the studio and the result can be seen on Jack Daniel’s and Balaclava’s social media. The public will also be able to watch it live at the next edition of Balaclava Fest in celebration of its 10th anniversary, on April 23 and 24, in São Paulo.
A little about Jack Daniel’s
Officially registered by the United States government in 1866, and based in Lynchburg, Tennessee, the Jack Daniel distillery is the first in that country, as well as listed on the US National Register of Historic Places.
It is the maker of the world-renowned Jack Daniel’s Old No 7, Gentleman Jack, Jack Daniel’s Single Barrel Select, Jack Daniel’s Tennessee Honey, Jack Daniel’s Tennessee Fire, Jack Daniel’s Tennessee Apple and Jack Daniel’s Sinatra Select.
Today, it is a global icon and can be found in over 170 countries around the world.
A little about Balaclava Records
Celebrating 10 years in activity, Balaclava Records has become a music platform, acting as a producer, performing shows, fairs, festivals and audiovisual content, phonographic label and publisher.
With more than 100 albums released, it operates in a 360 model, working on agency, management and distribution, printed and digital Balaclava Magazine and a cultural space dedicated to independent and authorial music.
Its current casting has more than 30 artists from all over the country, among them king suit, jadsa, Gab Ferreira, Holger, Saskia, Race band, And Earth Never Seems So Far, Jennifer Souza, brvnks, tuyo and many others.
Link to Make it Count Music Sessions:
Link to buy Balaclava Fest tickets: