Jameson and Anderson .Paak debut Distilled Sounds

Pernod Ricard-owned Irish whiskey Jameson has partnered with rapper Anderson .Paak on the launch of a music programme that connects artists worldwide.

Jameson Distilled Sounds will bring together local artists around the world to compose, record, perform and release music later this year.

The initiative is led by the multi-Grammy award-winning Anderson .Paak, and his alter ego DJ Pee Wee, known for collaborations with artists including Bruno Mars, A$AP Rocky, Knowledge, and Fred Again.

Blending music from afrobeats to K-pop and amapiano to French rap, the inaugural Jameson ‘music distiller’, Anderson and his team will collaborate with more than 20 artists from countries such as India, South Africa, the US, and Malaysia to ‘create the world’s largest community of musicians’.

“I have partnered with Jameson Distilled Sounds because it’s giving artists what I would’ve wanted and needed when I first came onto the scene – connection to other artists. Distilled Sounds allows artists to have no boundaries,” said Anderson.

To mark the launch of Jameson Distilled Sounds, the Irish whiskey brand has released a four-minute comedy short starring Anderson in two acting roles.

Directed by filmmaker Glenn Kitson, the film sees the iconic 64 Sound Studio in Los Angeles transform into Jameson’s ‘new’ radio station, JJ Smoove 178.0, with host of the show, DJ Pee Wee, interviewing Anderson about his new partnership with Jameson Distilled Sounds.

The new film is now available on YouTube.

Sound Distillery

To launch the ‘Sound Distillery,’ Jameson’s Midleton Distillery in Cork, Ireland, will host the first gathering of 2024 Distilled Sounds in August, where the global family of artists will come together to ‘distil’ their music.

“When individuals with diverse skills and backgrounds come together, it leads to the exchange of unique perspectives and ideas in music. Collaboration enables us to produce the unexpected – that is what we are aiming to do at the Sound Distillery in Ireland this August, and I am gassed to be involved,” said Anderson.

“The Sound Distillery will enable artists from across the globe to get in a room together to unlock the magic of connection. The connection and energy needed for songwriting are best-served face-to-face, so we’ll be bringing artists from across the world to Ireland, where they’ll engage in a week’s worth of creativity, jamming and making new music in our Sound Distillery.”

“I’m going to be meeting, teaching and supporting a load of great artists and cannot wait to share what we make. It’s all about the connection, man. Countries around the world have such exciting music scenes, and you really want to bring them together and create something new for the fans. Who knows – we may create a new genre. The Sound Distillery is like nothing I’ve ever done before – I cannot wait to get started.”

Fans will be able to access content from the Sound Distillery and discover new sounds on the Distilled Sounds hub on Jameson’s website.

“Jameson Distilled Sounds is committed to bringing our family of artists and musicians together to collaborate and produce new music at our ‘Sound Distillery’. Jameson Distilled Sounds will connect our music family from all over the world who share the same spirit. This chimes with our global positioning that if people share the same spirit and values, smooth, welcoming and light-hearted, then no matter where they are from, they ‘must be a Jameson’,” said Joao Rozario, international marketing director of Jameson.

“We are excited to be launching this campaign with this amazing film featuring both Anderson .Paak and DJ Pee Wee, who shared the same spirit as Jameson, all building towards a successful collaboration that perfectly embodies the spirit.”

Earlier this month, Pernod Ricard created a Responsible Host Certification programme in a commitment to supporting responsible drinking.