Jim Beam Bourbon recently announced the launch of “Welcome Sessions,” a music campaign designed to connect fans and celebrate the power of live music in creating communities. The program will run throughout the summer, featuring live events, a content series and a concert at its Kentucky distillery.
As part of the brand’s mission to inspire the sense of belonging in others, it will be spotlighting the reunion of fan communities and their favorite artists, told through the lens of a partnership with rock band Muse. This campaign will offer live experiences throughout the band’s summer festival run and culminate with an intimate Welcome Session live performance at the James B. Beam Distilling Co. in Clermont, Kentucky. The campaign also features the premiere of a branded documentary series which captures the band’s journey alongside its community of fans.
“As a brand that has brought people together over bourbon for centuries, we recognize the power of music to connect and inspire,” said Veronique Mura, Global Brand Vice President, Jim Beam. “As music fans emerge into this new world, their need to reconnect and reunite with the communities around them is greater than ever. With the latest evolution of our Welcome Sessions campaign, we’re excited to double-down on our promise to music fans to create unique shared experiences that bring us closer together.”
“Having a sense of community unites all of us. Our band emerged thanks to the music teachers who taught us to play, the studio that gave us our first break, and the live performances at The Cavern Club all those years ago,” added Matt Bellamy, Muse’s lead vocalist and guitarist. “Without the ongoing support of our community, we wouldn’t be here today. After nearly four years away, it’s brilliant to partner with Jim Beam to reconnect with our fans and celebrate our shared love of music through Welcome Sessions.”
The Jim Beam Welcome Sessions campaign kicked off last month with an intimate Muse hometown concert at The Cavern Club in Exeter, England. Jim Beam’s program launched in select global regions last year with the release of a digital series featuring Jack Garratt, Fontaines DC, Jose Gonzalez and Wolf Alice performing at their first stages.
In addition to hosting Welcome Sessions, Jim Beam will hit the road on Muse’s European festival run, capturing documentary footage of the band’s interactions with their fan community. The documentary series premiered on Jim Beam’s YouTube channel and Rolling Stone on May 23, with new episodes released every month.
Jim Beam will also invite Muse to perform live in their backyard on October 8. Select fans will have the opportunity to visit Kentucky for a two-day, immersive experience featuring a bourbon distillery tour and exclusive one-of-a-kind live Muse set.
