Jack Daniel’s Music Scouts, a nationwide search for authentic South African musical talent, has selected Primedia Unlimited’s TLC driven business Glamcam as part of its below-the-line campaign to drive awareness of the competition in Nightlife venues across the country until December.
Jack Daniel’s and music have a close affiliation that dates all the way back to 1860, when Mr Jack himself began one of the oldest recorded music sponsorships – the Silver Cornet Band.
“We wanted to continue Jack’s love affair with music by helping showcase up and coming South African artists who are creating their own unique sounds, so we partnered with three musical legends, who have followed their own authentic paths to success, to become the official Jack Daniel’s Music Scouts,” says Jack Daniel’s Sean Harrison, trade marketing manager.
“That’s why, together with T-BO Touch, DJ Vinny Da Vinci and Mandla ‘Spikiri’ Mofokeng, who all embody the spirit of Jack, we’ve launched a grassroots level search for artists that are doing something special and deserve a platform,” he adds.
Targeting young male and female musicians, between the ages of 19 and 35 in the LSM 7-10 income bracket, the below-line-campaign is utilising TLC’s Glamcam, as well as warm up parties, Protégé Gigs, radio, Facebook, Twitter and a mobi-site where T-BO Touch, DJ Vinny Da Vinci and Mandla ‘Spikiri’ Mofokeng have announced the launch of their search for authentic South African talent.
“Glamcam, our unique event photo capture experience, provides photo brand activation through sharing moments; whilst the set creates a fun vibe at any event giving brands a spectacular backdrop for awesome group photos,” says TLC Unlimited’s Group MD, Brett Tucker.
“We are taking photographs – that look like magazine covers – of the Jack Daniel’s Music Scout entrants and consumers and printing them on site in our Nightlife venues during the campaign, whilst Photodeli’s Digibooks help to tell the Jack Daniel’s story,” he adds.
Whether unsigned musicians, vocalists or DJs, the countrywide search is open to anyone with musical flair. Entrants will be given a platform to demonstrate their skill, including gigs where they will perform to begin securing their own fan-base and impress the Jack Daniel’s Music Scouts.
The winning artists, as selected by the JD Music Scouts, in addition to receiving exposure through the campaign, will win a trip to the US to discover the history of hip hop and house music.
Musicians have until November 14 to enter and send in their track. There will then be a shortlist of 12 prospects, who will battle it out at a number of events between now and December, culminating in a finale on December 7.
Visit www.jackscouts.co.za from a mobile device to enter, and follow progress on Facebook at JackDanielsSA.
TLC (Targeted Lifestyle Communication) introduced the concept of washroom advertising to the South African market in 1996, and has since become the sole player in this media arena offering a plethora of in-mall and washroom advertising platforms such as standard and talking frames, cubicle wraps and treadmill branding to mention a few. More recently, TLC has expanded its portfolio to include a number of new businesses which are housed in TLC Unlimited (under Primedia Unlimited) namely TLC; GlamCam; Salon Media; TLC Mobile; Fitting Exposure (FashionCam) and Fotoactiv. Visit www.primedia-unlimited.co.za or www.tlc-media.co.za for more.