LONDON – TUESDAY APRIL 2, 2024 – To celebrate a decade of its True Music platform, Ballantine’s, the world’s second biggest-selling Scotch whisky, announces True Music 10 – a year-long programme of 10 in-person and broadcast music events. In partnership with long-standing partner Boiler Room, the celebrations will give music fans around the world direct access to some of the most exciting artists across 10 diverse music communities who are shaping global music culture today.
Boiler Room and Ballantine’s will kick off True Music 10 with an intimate pop-up at a secret location in Soho, London on 4th April for 100 lucky fans – with details announced via social just 30 hours in advance. Serving up a line-up of pioneering music, the opening event will be headlined by Afrobeats DJ and producer, Sarz, alongside his chosen special guests. With a gift for crafting chart-topping hits, Sarz has left an indelible mark on the new-wave Afrobeats music scene, producing revered records for powerhouse artists on tracks including ‘One Dance’, ‘Find Your Way Back’, and ‘Monalisa’.
Sarz comments: “I’m excited to finally link up with Boiler Room and Ballantine’s to launch the True Music 10th anniversary celebrations in London, a city which has been such an important place for the afrobeats scene to connect worldwide. The True Music series has been a great platform to launch amazing new sounds into the world in recent years and we’re hoping to add to the legendary run with a crazy show, in an intimate space, surrounded by my friends and family. Plus, I’ll be playing some exclusives from my upcoming album!”
Following its kick off in the UK – the home of Ballantine’s and Boiler Room – the series of True Music 10 pop-ups will continue to Colombia and South Africa, rolling out in select cities, and showcasing some of the most forward-facing True Music artists from each country. Music fans around the world will also be able to tune in and catch the South Africa pop-up shows, broadcast from Durban and Pretoria for free.
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Boiler Room and Ballantine’s will also be returning to Johannesburg, South Africa, home to one of the partnership’s first ever shows, where they will be throwing their biggest party to date. Taking place on 11th May, the multi-stage, multi-genre event will showcase some of the world’s most innovative artists including Louie Vega and Kenny Dope’s iconic garage duo; Masters At Work, DBN Gogo, and Toccororo as well as a number of True Music alumni including Coco Em and Scorpion Kings. Guests can sign up for the True Music 10 Johannesburg show now via with further shows across the globe to be revealed throughout 2024.
Tom Elton, Head of Culture and Partnerships at Ballantine’s commented: “The evolution of True Music over the past decade has been remarkable. For 10 strong years, the platform has been committed to representing, supporting, and promoting inclusive music culture by celebrating pioneering local artists and communities from around the world on a global stage. We believe in the power of staying true to yourself and doing things your own way, and over the years we are proud to have worked with some of the most exciting ‘Stay True’ artists, who are propelling music culture forward and making music for passion. Here’s to the next ten. “
Since 2014, Ballantine’s and Boiler Room, have brought together artists and communities from around the world, representing local music culture on a global stage and turning passions into professions. Over the past decade, the duo has hosted inclusive in-person and live-streamed music events from some of the world’s most vibrant music scenes championing, supporting, and representing over 800 pioneering headliners and emerging artists, from over 30 countries across six continents. As part of the celebrations, Ballantine’s will invite fans from around the world the opportunity to browse the True Music archive, where users will be able to stream previous True Music Studios and win tickets to events, exclusive merchandise and redeem Ballantine’s cocktails with partner venues. Access to the digital experience will be via QR codes found in stores, venues and across posters.
Ballantine’s will also continue its ongoing True Music Fund, contributing a further 10 grants over the next year, to support emerging local music-focused organisations and collectives who are driving modern music culture, with further details to be announced in late 2024.
Invites to the True Music 10 London pop-up event are extremely limited and will be available for only 30 hours ahead of the show.
