After traversing the globe celebrating and supporting artists from different cities, Ballantine's and Boiler Room's first True Music tour came to an epic close in March 2017 in Madrid with an incredible live show and the launch of the first True Music Forum.
The Story So Far
Building on a three-year partnership between Ballantine's and Boiler Room, this first True Music project enlisted critically acclaimed DJ and producer Maya Jane Coles ahead of her highly anticipated double album out this year, and toured South Africa and Russia before culminating in Spain.
A first for Ballantine's, Boiler Room and the whisky category, the True Music Forum gathered some of the world's most informed and respected names in music to interrogate and debate the industry's uncertain future through a day of panels, workshops and talks. With the likes of Mirik Milan, the Night Mayor of Amsterdam; DJ Fra, head booker at Barcelona's Nista Club; and Georgia Taglietti, Head of Communication for SÃ³nar festival taking the stage, the event drew guests and representatives from 13 markets and saw a further 85,128 from 68 countries tune into the live steams.
It was followed by the largest True Music show to-date which featured some of the biggest global and local DJs hand-picked by Maya to play in a back-to-back special which saw almost one million (953,967) people tune in live from 139 countries around the world.
To date, Ballantine's and Boiler Room True Music has collaborated with more than 120 artists across 14 activations contributing to more than 42 million views worldwide, and this is just the beginning.