Jack Daniel’s has announced a yearlong initiative to bring greater awareness to independent small venues in 2015.
Venues including Glasgow’s King Tuts, the Zanzibar in Liverpool, and the Birmingham Rainbow will host regular ‘Jack Rocks’ nights throughout the year that will also feature up-and-coming talent alongside established acts.
“Independent venues are essential to ever new band’s development,” said Michael Boaler, Jack Daniel’s senior brand manager. “Play the small venue circuit is how you learn your trade.
Southampton locals The Rising are headlining the campaign’s first gig at the Joiners Arms; they’ll be joined by The Novatones and The Affected Four.
The independent venue initiative is the latest in the Tennessee Whiskey brand’s series of event partnerships. One of its key aims is to highlight the struggle small venues face in order to stay open.
“We think it’s important to support and put a spotlight on these places by creating an initiative dedicated to smaller, independent live music venues as part of our music plan,” Boaler said. “We really hope that our Jack Rocks nights help the venues to continue the great work they’re doing whilst discovering some top notch new bands along the way.”