Jameson's Stay Inn Campaign: New Virtual Mentorship Program for Musicians during Lockdown

Jameson has partnered with Hip Hop icon and Grammy-nominee Bas to launch a new virtual mentorship program for musicians. As a part of their new ‘Jameson Connects: The Stay Inn’ campaign, Jameson will connect Bas with young artists from their global network. Together, they will offer artists from around the world a unique mentorship to help take their careers to the next level.

The series kicks off with Bas collaborating with underground Afrobeats DJ/Producer Say3 and Loah, a Dublin-born Irish-Sierra Leonean singer-songwriter, who creates a unique blend of Afro-soul and folk. Viewers get a unique view of creativity in action as they sit in on a series of video calls between the artists and witness first-hand some creative magic happening as they remix, record and produce tracks together, all while apart. Fans can tune in and watch the raw, creative process in real time on the Jameson Connects YouTube.

Famously the protégé of J Cole, Bas highly values the importance of mentorship and wanted to see how he could still support artists and share his experience with them. Speaking on why he wanted to run the program Bas said:

“Throughout my career I have been lucky enough to find myself with amazing mentors, and this is something I have always been truly thankful for. I never underestimate the impact that this has had on my own journey as an artist, and I believe it is essential to open up your experiences and share your successes with other aspiring artists so that they can learn from them, and are given the same opportunities.”

"When the lockdown hit, our experiential plans were thrown into disarray and we had to rethink our approach from the ground up. Working closely with Bas and Jack Morton Worldwide, we found a new way to connect audiences with world-class talent and create culturally meaningful content, said" Stuart Moffett
Marketing Manager Experiences, Jameson.

"This has been a great opportunity to help Jameson rethink their approach to brand experience for a changing world. And It's been an honour to see, up close, these huge musical talents connecting and creating," said Caspar Mason, Creative Strategy Director, Jack Morton.

This project forms the next phase of the Jameson Connects; The Stay Inn platform, designed to whisk the world to your doorstep with special drinks recipes, pub quizzes, merch giveaways and virtual music gigs. #JamesonConnectsBas