Last weekend the Jim Beam Welcome Sessions 2022 came to a close, with a coming together of music fans from all over the world for a true world-first for the brand – a live performance by internationally renowned rockers Muse in front of the iconic James B. Beam distillery in Clermont Kentucky.
The campaign, which kicked off with an intimate 200-person secret gig in Exeter, Muse’s home town, earlier this year and following a summer filled with Welcome Sessions live music experiences all over the world, came full circle as hundreds gathered for an immersive two days of bourbon, music and warm southern hospitality. It was all as part of a through-the-line global music campaign designed to connect fans and celebrate the unrivalled power of live music in building communities.
With some of the team heading out over the Atlantic to be on the ground to manage a two-day Jim Beam-hosted experience ranging from global media junkets with the band and none other than the 7th and 8th generation Beam family members come Master Distillers Fred and Freddie Noe.
Working closely alongside Atypikal, Wonder Works, Oliver Group, Turner Duckworth and a range of global and local Beam agencies and internal teams, we have spent a hugely enjoyable few months helping to devise, manage and execute the global comms.
Spanning an exclusive monthly content docu-series documenting the campaign and offering a rare behind-the-scenes glimpse during Muse’s European summer festival run.
Alongside the brokering and management of an international content partnership with Rolling Stone, supporting local markets to deliver Welcome Sessions-inspired gigs featuring local artists across ten countries ranging from the USA to Brazil, Poland, The Netherlands and Mexico, to name a few.
All in aid of bringing people together through the power of live music as an evolution following the launch in select global regions last year with the release of a digital series featuring artist partners Jack Garratt, Fontaines DC, Jose Gonzalez and Wolf Alice performing at their first stages.
With the dust settling, media coverage appearing and social media awash with images and videos – we head back to blighty and wave goodbye to Kentucky following a brilliantly fitting end to a historic Beam campaign.