As association with music or art works as a good branding exercise for alcohol companies.
Jim Beam, a bourbon from the house of Beam Suntory launched Jim Beam Welcome Sessions in June 2021 with the aim to foster a relationship with music fans to support independent music venues handpicked for their unique welcoming spirit.
As a part of the series, Grammy-nominated Irish band Fontaines D.C. announced the release of a new take on “I Was Not Born”, marking the second of four unique releases planned by Jim Beam Welcome Sessions across 2021, available exclusively via Jim Beam’s official YouTube channel. With millions of fans not having experienced live music in over a year and looking to reconnect with one another through their shared passion for it, Jim Beam Welcome Sessions is bringing iconic artists back to the independent venues that gave them their first stage to film one-of-a-kind performances.
Filmed at the iconic The Lexington in Islington, North London, Fontaines D.C.’s return pays homage to their roots and their shared career; prior to critical acclaim and breaking through into the mainstream consciousness, The Lexington represented a landmark venue for the band playing some of their first gigs outside of their native Ireland in the early years following their formation in 2017. Taken from their second album, ‘A Hero’s Death’, which was nominated at the Grammy Awards 2021 for ‘Best Rock Album’, the unique re-recording of ‘I Was Not Born’ brings to life the intimacy and romance of the on-stage experience. Both through sound and the style in which it is filmed, the film offers a unique take on the importance of finding a genuine connection with fans live.
The series was kick-started with a multi-instrumental rendition of ‘Time’ by English singer-songwriter Jack Garratt. Working in partnership with renowned music production team La Blogotheque-famed for collaborations with the likes of Justin Timberlake, Paul McCartney, Jack White, and Iggy Pop–Fontaines D.C. are followed by future acts including Jose Gonzalez and Wolf Alice–taking viewers behind the scenes in the venues that welcomed them from the start via exclusive content dropping on YouTube throughout 2021 and extending into a series of digital live streams and live events across 2022 and beyond.