Something new in the music space is the JACK DANIEL’S “AMPLIFY YOUR LIFE” MUSIC SERIES-a new campaign in partnership with 1215creative and Mack Sennett Studios that’s centered around elevating up-and-coming artists. To launch AMPLIFY YOUR LIFE, the program teamed with Billboard.com to unveil yesterday (May 31) a behind-the-scenes video for THE KNOCKS, directed by Chris Laughter.
The piece, produced by 1215creative and captured at Los Angeles’ El Rey Theater, can now be seen here.
“Jack Daniel’s was inspired by the flexibility and diversity of The Knocks’ music and fan base,” says Azzurro Mallin of 1215creative, “specifically how their sound is a blend of modern electronic dance music and traditional live instrumentals. We loved how The Knocks’ live performance grew organically from playing small clubs on the lower east side to now playing stadiums with the largest pop star in the world. We look forward to further supporting The Knocks and other like artists through the Amplify Your Life music series”
“We wanted to create a campaign that truly reflected Jack Daniel’s desire to support up and coming artists,” adds Mallin. “Rather than following the typical endorsement model we’ve decided to focus our resources and energy on helping bands and artists produce content and events that will help amplify their career.”
Look for content to be revealed soon from other AMPLIFY YOUR LIFE participants The Struts, The Wild Feathers, and Magic Wands, among other artists.