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Jack Daniel’s unveils VR experience
Jack Daniel’s Tennessee Honey has launched The Verse, its first ever virtual reality (VR) experience, featuring a performance from hip hop fusion band Phony Ppl developed using artificial intelligence (AI).
The Verse follows on from Jack Honey’s Art, Beats + Lyrics, a touring art and music programme, launched in 2004. This new VR experience, developed by Cult Creative, can be accessed through mobiles, tablets, computers or VR headsets, allowing users to virtually explore a number of spaces.
Within the VR experience, users will be able to see more than 80 artworks from over 30 artists, including Atlanta-based Tanzanian-Nigerian visual artist Marryam Moma, and photographer Polo Silk.
It will also mark the VR debut of Brooklyn-based band Phony Ppl, utilising newly-developed AI-powered markerless motion capture technology to create an immersive experience. The band said of its involvement: “By fusing the worlds of Jack Daniel’s Tennessee Honey, music and technology, we are bringing an unparalleled platform for our fans to connect, celebrate and experience our first-ever virtual concert.”
Additionally, The Verse also contains a homage to the Bronx’s 1520 Sedgwick Ave (considered to be the birthplace of the hip hop genre 50 years ago), an elevator that takes participants from earth to outer space, and the Honey Lounge, where guests can virtually mingle and socialise.
Jack Daniel’s Tennessee Honey brand director Keenan Harris said:”By honouring hip hop culture, The Verse serves as a reminder of the transformative power of art and music, instilling hope and inspiring positive change within the community and beyond. This virtual art gallery and music experience will showcase Jack Honey’s commitment to pushing the boundaries of innovation while remaining true to our core values of upholding authenticity and passion. As a leader in the spirits industry, Jack Daniel’s continues to pave the way for experiences that transcend traditional boundaries, delighting our consumers with unique and memorable moments.”
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