French drinks company Pernod Ricard is set to launch a series of music events across three continents, called the Boiler Room Festival.
The Boiler Room Festival which will hold in London, Los Angeles and Johannesburg, will be the first partnership between Pernod Ricard and the music platform Boiler Room.
For the London edition, the main festival destination will be the ‘Basecamp’ in Copeland Park, in Peckham. Four Pernod Ricard brands will work with Boiler Room to host a series of interactive, multimedia exhibitions that reveal stories behind each music ‘pillar’ at the show.
The four pillars will include: the London Jazz Scene, supported by Beefeater Gin; Underground Rap, supported by Jameson; Sound System Culture, supported by Ballantine’s; and Future Club Sounds, supported by Absolut Vodka.
Alexandre Ricard, chairman and CEO of Pernod Ricard, said: “Music, like our products, brings people together and creates moments of conviviality.
“Blaise [Belville, founder and CEO of Boiler Room] and I share the same values of sharing and authenticity, and I am very happy about our partnership to work alongside Boiler Room and have consumers get to know our brands at the Boiler Room Festival.”
Furthermore, Boiler Room has launched Brand Labs, a new arm that will work to connect “forward-thinking” brands with Generation Z audiences, to maximise the potential of Boiler Room’s cultural knowledge and global network of music artists.
Belville added: “With Boiler Room Festival, we are creating a shared music moment on our biggest ever stage. It’s the culmination of everything we’ve built up over the best part of a decade, and we’re happy to have found in Pernod Ricard a partner who shares and supports this vision.”