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Jim Beam puts music fans on centre stage

Jim Beam puts music fans on centre stage

At a time when the sense of belonging is more important than ever, Jim Beam, the world’s No.1 bourbon, is partnering with internationally renowned rock band Muse and UK artists to celebrate the power of live music to bring people together.

Muse is Matt Bellamy, Dominic Howard and Chris Wolstenholme. Their last album, Simulation Theory, debuted at No.1 and marked the band’s sixth straight album to debut in the UK top spot.

Widely recognised as one of the best live bands in the world, Muse has won numerous music awards including two Grammys, an American Music Award, five MTV Europe Music Awards, two Brit Awards, eleven NME Awards and seven Q Awards, amongst others.

Jim Beam recently announced the global launch of ‘Welcome Sessions’, a 360-degree music campaign designed to connect fans and celebrate the unrivalled power of live music in creating strong communities.

The programme will be brought to life throughout the European summer, featuring live events, an exclusive content series and a first-ever Welcome Sessions Live concert, at Jim Beam’s Kentucky Distillery.

The global campaign also features the premiere of a branded documentary series which captures untold stories of the band’s career journey alongside its community of fans.

Veronique Mura, Global Brand Vice-President for Jim Beam, said: “As music fans emerge into this new world, their need to reconnect and reunite with the communities around them is greater than ever.”

Matt Bellamy, Muse’s lead vocalist and guitarist, said: “Without the on-going support of our community, we wouldn’t be here today. After nearly 4 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 programme launched 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.