Ballantines South Africa has just announced that the Boiler Room & Ballantine’s True Music project has returned and it is bringing in the hottest in the industry as usual.
The music project has been revived in an evolved format to reflect the new normal.
“In The Round” is a twist on Boiler Room’s signature event format, where artists were surrounded, on all sides, by the crowd.
The South African leg of the series took place in Johannesburg on the 19th of November.
This format was recreated in accordance with local health and safety measures to ensure the live audience was socially distanced amid the iconic 360 degree layout.
Headlined by Focalistic, and supported by Marcus Harvey, the show marked the first time artists had the chance to perform in front of a live audience since the pandemic struck.
Although event capacity was strictly limited, audiences worldwide had the chance of being part of the experience via an exclusive Zoom event, giving 1 000 fans up-close & early access to the performances before they were broadcast to the world.
Recently, the finest Scotch Whiskey brand Ballantines partnered with iconic DJ Shimza.
Shimza’s partnership with the alcohol brand will center around Shimza’s belief that there truly is No Wrong Way to live when you #StayTrue to who you are.
Ballantine’s launches the partnership with Shimza as the face of their new campaign: “There’s No Wrong Way”
Boiler Room Founder Blaise Bellville stated: “In The Round is paving the way for a new way of doing socially-distanced, live-broadcasted music events [to see] how we can showcase and support artists in the new normal”.
Ballantine’s Head of Music Tom Elton commented: “We’ve always been committed to championing local communities and music culture through our long-term partnership with Boiler Room, and now more than ever are striving to find ways to use music to bring people together again, both on and offline”
Click here to watch the live event.
Main Image: BallantinesSA