In May, Ballantine’s True Music and Boiler Room will celebrate a significant milestone: 10 years of partnership. This collaboration has not only shaped the global music scene but has also been instrumental in popularizing South African-born genres such as Amapiano, Bacardi, and Gqom on stages worldwide. The journey leading up to the 10-year anniversary showcases the commitment of Ballantine’s True Music to spotlight local talent and sounds.

In Pretoria, on April 20th, an Amapiano and Bacardi immersion event will kick off the festivities. The lineup includes inventive duo Mellow & Sleazy, DJ Tshegu, Enny Man da Guitar, and Kelvin Momo, promising a fusion of Bacardi-tinged Amapiano tunes at Braai Maestro and Hawayu Lifestyle. The celebration continues in Durban on April 27th, featuring Gqom purveyors DJ Tira, Sox, and GoldMax, who will set the dancefloor ablaze at Exit Shisayama and Carwash.

Since its inception in 2014, Boiler Room has been a catalyst for promoting local sounds, evident in House DJ Lamiez Holworthy’s early inclusion of Amapiano tracks during her sets. This grassroots approach extends to Gqom, exemplified by DJ Lag’s electrifying performance of “Amanikiniki” at Boiler Room Durban 2019, which became a global sensation. Thirashan Naidoo, Ballantine’s Marketing Manager at Pernod Ricard, emphasizes the brand’s mission to showcase, promote, and celebrate diverse communities through music and culture. With a decade-long partnership with Boiler Room, Ballantine’s True Music has stayed true to this cause, elevating local sounds onto the global stage.

The pinnacle of the anniversary celebrations culminates in Johannesburg on May 11th, featuring Amapiano royalty Scorpion Kings, Tyler ICU, and DBN Gogo. Fans can sign up for tickets to this milestone event. For more information on True Music events, follow the individual venue’s social media platforms and @ballantinesSA. Let’s #staytrue to the power of music in bringing communities together.