With millions of fans having not experienced live music in over a year and looking to reconnect with one another through their shared passion for it, Jim Beam Welcome Sessions is bringing iconic artists back to the independent venues that gave them their first stage to film one-of-a-kind performances.
Marking the official launch of the Welcome Sessions, award-winning singer, songwriter, and composer Jack Garratt today announces the release of a reimagined performance of his seminal track ‘Time’ available exclusively via Jim Beam’s official YouTube channel and filmed at East London’s iconic Village Underground, a venue known to be a rite of passage for upcoming musicians.
Working in partnership with renowned music production team La Blogotheque, famed for collaborations with the likes of Justin Timberlake, Paul McCartney, Jack White, and Iggy Pop, the release of ‘Time’ marks the start of a multi-year marketing effort to foster a relationship with music fans and support independent music venues handpicked for their unique welcoming spirit.
The collaboration with Jack finds its roots before the Brit Award Nominated artist’s meteoric rise to fame and following a particularly difficult experience on his first UK tour. His final homecoming gig was a sold-out performance to a crowd of 700 fans at Village Underground; Jack’s now seminal performance lives long in the minds of audiences and artists alike. Offering audiences a taste of the experience he felt that night, Jack has re-recorded Time for the first time with the support of a full horn section and choir. Having always played on his own and with never more than two supporting musicians on stage, the track pays tribute to a community of professional musicians that has not played for over a year and a half.
“These venues deserve to be filled with music played by those who make music professionally. So, when I was introduced to the concept of ‘Jim Beam Welcome Sessions’, I knew instantly that I wanted to bring as many people with me on the journey as possible. I’ve wanted to be a musician since I was a kid. I don’t know how to do anything else, and like me, it’s not only the thing that keeps them alive, but it’s the reason that they want to have a livelihood. This concept and song are about celebrating independent music venues like Village Underground and the communities that breathe life into them,” added Jack Garratt.
Created and filmed during the pandemic, Jack will be joined by Fontaines DC, Jose Gonzalez, and Wolf Alice across 2021, with each episode reimagining and celebrating the warm welcomes experienced by artists and music fans alike. Building on the initial releases across 2021, more artists will follow with their take on the live experience each year, supported by a range of unique content and activities across 2022 and beyond.