Ballantine’s, a Scotch whisky brand, celebrates the 10th anniversary of its True Music platform, which has showcased over 800 artists and hosted events in 32 countries. True Music Studios, launched three years ago, offers workshops and community experiences, enhancing inclusivity. A key partnership with Boiler Room has led to 10 live performances worldwide. The brand has also ventured into gaming, partnering with Borderlands for a marketing campaign. Tom Elton, Ballantine’s Global Head of Music Partnerships, emphasized the importance of community engagement and authenticity. The True Music platform has helped Ballantine’s build trust and add value to consumers’ lives, reinforcing its “Stay True” philosophy.
