Jack Daniel’s campaign celebrates music and culture

Jack Daniel’s Tennessee Honey’s ‘Neighborhood Flavour’ campaign is back for another year, celebrating communities that have helped shape the modern music scene.

Hip-hop artist Mick Jenkins stars in the 2017 ‘Neighborhood Flavor’ campaign

A collaboration with video-maker Complex Networks, Neighborhood Flavour will explore five hometowns in the US through a series of mini documentaries, focusing on popular cultural centres in Chicago, New York, Atlanta, Oakland and Houston.

Each episode will star a selection of music artists, including Mick Jenkins, Statik Selektah, St Beauty, E-40 and LeToya Luckett, highlighting the culture, people and places that moulded the artists they are today.

Hip-hop artist Jenkins said: “Growing up on the south side of Chicago made me the man I am today.

“Neighborhood Flavour allows me to celebrate where I’m from and shine a positive light on my neighbourhood for the world to see.”

Taking place throughout the summer, the initiative will end with block parties featuring live music performances, food and vendors specific to each neighbourhood’s culture, all accompanied by signature Jack Daniel’s Tennessee Honey cocktails.

The Neighborhood Flavour block party series will begin in New York, before progressing to Atlanta, Oakland, Houston and Chicago.

Casey Nelson, brand director for Jack Daniel’s Flavour Portfolio, said: “Mr Jack Daniel was very invested in his hometown of Lynchburg, Tennessee.

“With Neighborhood Flavour, we are honouring his legacy by celebrating neighbourhoods that are special to our friends, and bringing a little bit of our home to each of these cities.”