Iconic Tennessee whiskey brand Jack Daniel’s brings the second gig in its ‘Jack Rocks’ series of events to The Joker on Fri 6 Feb. The newly-opened Brighton venue hosts the hotly-tipped four-piece CuT, fresh off the back of Radio 1 and BBC 6 Music airplay, alongside Fallow Deer and Twin.
The first of the ‘Jack Rocks’ nights took place in January at Southampton’s Joiners Arms. Hotly-tipped local mod revivalists The Rising headlined, with support from The Novatones and The Affected. This year-long initiative is supporting some of the UK’s most iconic and respected independent small venues. The Tennessee Whiskey brand is teaming up with an array of venues across the country including Glasgow King Tut’s, the Liverpool Zanzibar and the Birmingham Rainbow to host regular ‘Jack Rocks’ nights featuring the best up and coming talent as well as more established acts, returning to The Joker, on Tue 17 Mar, with a performance by indietronica act Is Tropical.
Jack Daniel’s will also be running drinks promotions at the gigs, promoting the events on its social media channels as well as having selected gigs filmed and audio live recorded. The objective of the campaign is to not only continue the brand’s close association with live music but to celebrate the grassroots venues where future legends begin plying their trade.
The independent venue initiative is the latest in Jack Daniel’s ‘Jack Rocks’ series of event partnerships and is designed to both support the work that small venues do in showcasing and championing new music as well as highlighting the struggles that many of them face with several live music hubs closing in the past year including the Leeds Cockpit and Highbury Buffalo Bar. The whiskey brand was also the official drink at the inaugural Venues Day hosted at the Southbank Centre in December by the Music Venues Trust.
“Independent venues such as the Southampton Joiners and the Brighton Joker are essential to every new band’s development, playing the small venue circuit is how you learn your trade,” Jack Daniel’s Senior Brand Manager, Michael Boaler commented. “From a fan’s point of view it’s about those real memorable moments, discovering ‘that band’ playing to a handful of people before going on to headline Glastonbury years later. That’s why 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 – 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”
CuT play Brighton’s The Joker on Fri 6 Feb, 2015
Is Tropical play Brighton’s The Joker on Tue 17 Mar, 2015