BALLANTINE’S TAKES A STAND FOR TRUE MUSIC
September looks to be a musical game-changer as Ballantine’s Scotch Whisky, a Pernod Ricard brand, continues to support credible musicians across the globe who ditch the glitz and glamour to make the music in which they truly believe, through the Ballantine’s True Music platform.
In standing for True Music, Ballantine’s – one of the world’s best selling and most loved whisky has renewed its 4-year partnership with Boiler Room, the world’s biggest broadcaster of new underground music, and will bring South Africans three uniquely curated shows in Johannesburg, Durban and Cape Town. The shows form the final leg of a successful global tour which took place in Russia, Poland and Spain this year. Besides this renewal, Ballantine’s is also partnering with Kid Fonque to bring his show titled Kid Fonque Presents True Music to Channel O at the end of September.
What is True Music? It’s a platform that uplifts and supports artists and producers that do things their way, with no rules and no fear: just genuine artistic experimentation from the heart. Ballantine’s South Africa kicked off their True Music pillar back in 2015 with its partnership with Boiler Room, this originally started as a house music platform with Black Coffee signed for the first-ever South African TVC, the brand identified house music duo Black Motion as their ambassadors and have also featured them in two TVC’s, one of which formed a global hero film which ran across 4 markets around the world. Since then Ballantine’s South Africa has broadened its music pillar to recruit consumers from different genres with 2017 being the first show that extended to Hip Hop in Cape Town. In 2018, the brand added the True Music Series which was an event series curated by Kid Fonque incorporating Argentinian visual illustrator Felipe Pantone’s artwork.
The 2019 Boiler Room x Ballantine’s True Music tour will touch down in Johannesburg on Thursday the 19th of September, followed by the Durban show on Friday the 27th of September and finally in Cape Town on Wednesday the 23rd of October. Uniquely South African genres like Amapiano, kwaito, and Gqom will be on showcase alongside ground-breaking local house, electronic and hip-hop acts.
Endless experience on a variety of platforms here and abroad has made Kid Fonque a leader in the True Music revolution, which makes his continued partnership with Ballentine’s a perfect fit. Kid Fonque Presents True Music will air on Channel O at the end of September. There is no doubt that as a pioneer Kid Fonque “Did it His Way”, choosing to remain oblivious to standards, trends, fashion and commercial pressures, never compromising his hallmark rhythm and beats. The show will feature a host of cherry-picked artists and musicians who are doing things their way and redefining the free artistic spirit of home-grown music.
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