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By Katie Deighton, Senior Reporter

April 26, 2016 | 2 min read

Jack Daniel’s, the whisky brand synonymous with the rock ‘n’ roll lifestyle, has expanded its ongoing Jack Rocks campaign to target fans of hip-hop and grime.

Michael Boaler, senior brand manager for the Brown Forman drink, explained the decision was made to reflect current eclectic attitudes towards music.

“I think music is far less tribal than it used to be,” he told The Drum. “The mods and rockers are listening to the same stuff now. There’s no such things as people being attached to one genre.”

Boaler added: “Jack Daniel’s is rooted in rock ‘n’ roll – that’s where the brand has grown up. But things change, the world moves on.”

The brand kicked off the reinvigorated focus with a gig in north London featuring Wretch 32 last Thursday (14 April). In homage to the whiskey’s American routes, the performance was injected with a Nashville twist as a band of Tennessee musicians took to the stage alongside the London artiste.

The show aimed to celebrate the craftsmanship of two contrasting styles. The performers were given just three days to rehearse before performing in front of a crowd in Holloway venue Nambucca.

The performance fell under the umbrella of the brand’s Jack Rocks gig series, which,

supported by PR and social activity by Splendid Communications, aims to create memorable live music moments in new and interesting ways. Boaler also confirmed that the Jack Daniel’s stage will once again be hitting the UK festival scene this year in partnership with rock ‘n’ roll club night This Feeling.

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