While synonymous with serving premium whisky, Ballantine’s Scotch whisky is making it known that they are so much more than a drink brand as they continue on with the inspiring work being born out of their True Music platform.
Dedicated to further diversifying the music industry, the alcohol brand has looked to the harrowing stats born out of their “Resetting the Dancefloor” report, which unveiled that 1 in 3 music lovers globally have experienced discrimination and a further 84% have witnessed it on the dancefloor, as motivation to continue on with their pioneering work. With generously filled funds being offered to emerging musicians and collaboration with Boiler Room hoping to pay tribute to the joys of an inclusive dancefloor, Ballantine’s True Music is working to prove that while the fight for change is far from over, it can be a positive experience. And, who better to spearhead these conversations and events than DJ Honey Dijon, Jamal Edwards MBE and Brazilian black and LGBTQIA+ artistic collective Afrobapho?
When speaking on this admirable work, Ballantine’s Head of Music Tom Elton claimed, “the past 18 months have seen the live music industry suffer, as lockdowns have forced fans to stay at home and repress desires to be on the dancefloor. As the world begins to emerge from the pandemic, we have the opportunity to press the ‘reset’ button and club together to rebuild a music culture for everyone.
A commitment to inclusivity is part of Ballantine’s DNA – the motto ‘a friend to all humankind’ has been on the crest of every bottle for over 100 years – and we are committed to putting our pledges into practice to help drive tangible change. We all have a part to play in the journey to creating a truly inclusive music industry and this is just the start.”
To discover more, head to ballantines.com.