Rapper Bas and Jameson whiskey find emerging artists to create new tracks

Pernod Ricard-owned Irish whiskey brand Jameson has teamed up with American rapper Bas to mentor two emerging musicians as part of a new marketing campaign.

Called Jameson Connects: The Stay Inn, the campaign will see Bas collaborate with the brand again to help develop the careers of two new artists from Ireland and the US.

The #JamesonConnectsBas project was launched in response to the COVID-19 pandemic.

This spring, Bas had planned to run a series of youth music workshops in Sudan, but these were put on hold due to the coronavirus crisis and subsequent travel restrictions.

Instead, he began working with Jameson to put together a digital mentorship programme, selecting the artists to develop a new track with them.

He has worked with Say 3, a US-based music producer, and Sierra Leonean-Irish art-soul artist, Loah.

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 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.”

Brendan Buckley, international marketing director at Irish Distillers, added that the Jameson Connects campaign will celebrate “the diversity and talents of our whiskey fans.

“We are delighted to be partnering with Bas once again and look forward to following the musical journey of each of the artists.”