Jim Beam® Bourbon has a proud tradition of celebrating the human senses of belonging and community. This welcoming spirit is the driving force behind the brand’s “Welcome Sessions” – a series of live music spectacles created to bring people together through their shared love of music. On 25 August, South African fans at the Smoking Kills Bar in Johannesburg’s beloved Bohemian hotspot, Melville, were the first in the country to hear international rock legends Muse’s new album, followed up by explosive performances from MX Blouse and Stiff Pap.
Every South African community, regardless of language or culture, shares a longstanding musical heritage that fosters a sense of connection – even between strangers meeting on the dance floor or in front of the stage for the first time. Through its Welcome Sessions, Jim Beam is on a mission to celebrate South Africa’s musical heart and the communities that bring it to life.
Following a four-year absence, British rockers Muse released their new album, Will of the People on 26 August 2022. But in the true spirit of sharing that Jim Beam has become known for, Johannesburg fans heard the band’s new album one day early at an exclusive invite only ‘listening party’ preceding the latest Welcome Session.
As part of Jim Beam’s mission to inspire a true sense of belonging in others, the Session was the latest in a series of events designed to reunite fan communities and their favourite artists, told through the lens of a headline partnership with internationally renowned rock band Muse. The global campaign also features the premiere of a branded documentary series which captures untold stories of the band’s career journey alongside its community of fans.
Carla van Wyk, Brand Manager at Jim Beam South Africa says, “Jim Beam has been bringing people together over bourbon for centuries. And no matter where you come from, music has the power to connect, inspire and strengthen communities like nothing else on Earth. “We are honoured to have given South African fans the opportunity to come together for a world first and a new way of bonding over bourbon and music. We aim to keep living up to the Jim Beam promise of creating unique shared experiences that bring us closer together.”
Matt Bellamy, Muse’s lead vocalist and guitarist, said: “Having a sense of community unites all of us. Our band emerged thanks to the music teachers who taught us to play, the studio that gave us our first break and the live performances at The Cavern Club all those years ago. “Without the ongoing support of our community, we wouldn’t be here today. After nearly four years away, it’s brilliant to partner with Jim Beam to reconnect with our fans and celebrate our shared love of music through Welcome Sessions.”
Not to be outdone, following the exclusive preview of Muse’s new opus, local artists MX Blouse and Stiff Pap set the stage alight with a more local flavour as they enthralled music fans at the Jim Beam Welcome Session.
Watch the headlines for more Welcome Sessions to come and search the following hashtags on social media for updates:
For more information on Jim Beam and the Welcome Sessions, visit http://www.jimbeam.co.za and @JimBeamSA on Facebook and Instagram.
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