November 7 2007: The Jack Daniel’s name has been synonymous with live music since 1892, when its legendary founder formed the Silver Cornet Band. Styles have changed a little since then but the brand has stayed just as committed to supporting and celebrating live music and that’s why in 2008, Jack Daniel’s will launch The JD Sets, a concert series that will bring more Australian bands to more people around the country.

Jack Daniel’s Tennessee Whiskey Senior Brand Manager Jonny Croft explains, “We are really excited about The JD Sets program and the opportunity it will provide us to take recently signed bands all over Australia. Jack Daniel’s has a wonderful history and association with live music. We’re looking forward to supporting fresh new talent by getting them on the road and in front of audiences all over the country.”

To support this new initiative, Jack Daniel’s has upgraded its agency partnership and enlisted The Sound Campaign to manage the music side of the business. Jonny says, “We chose The Sound Campaign because they understand our brand and understand live Australian music. Just as Jack Daniel’s takes years to mature, we know that bands need to be supported in their development.” Jason Fielding, Director of Sound Campaign adds, “The relationship between brands and music is ever evolving and we are delighted to be working with Jack Daniel’s, who has continuously pushed the boundaries of this relationship into new and exciting projects. The JD Sets will take this to a new level again and we are really looking forward to the year ahead.”

Working with The Sound Campaign will be Chugg Entertainment. Director Michael Chugg says, “It’s always been tough for young bands out there but initiatives such as this will give them great opportunities to be heard and play to an audience bigger than those they’re used to playing in pubs around Australia. In this day and age, having partners like Jack Daniel’s make the tough realities that up and coming bands face much easier.”

Chugg Entertainment Managing Director, Matthew Lazarus-Hall goes on to say, “In past years Chugg Entertainment has always had an interest in breaking new talent, however, with our core business focused on international artists, our opportunities to work with local talent has been limited to festivals and support spots on major international tours. We are very excited about the JD Sets initiative which will give Chugg Entertainment the opportunity to continue our plight in breaking new acts, with a renewed focus in the local community”.

The JD Sets represent the next step in Jack Daniel’s significant investment in live music. The JD Sets will involve multiple bands touring both regional and metropolitan Australia throughout the year. This new program builds on the established profile of the Jack Awards and the brand’s long standing relationship with live music through its association with festivals such as the Big Day Out, Splendour in the Grass and Homebake. Jack Daniel’s is withdrawing from these festivals to focus on showcasing live Australian music through The JD Sets.

A key element of The JD Sets will be involvement with Support Act Limited (SAL) Australia’s Music Industry Benevolent Fund which provides relief and assistance to members of the Australian music industry in need or suffering hardship.

Your friends at Jack Daniel’s remind you to drink responsibly.