JOHNNIE WALKER EXPANDS ITS BOLD STEPS INITIATIVE WITH NEW PARTNER DANKIE SOUNDS

• Johnnie Walker Black Label announces a year-long partnership with Dankie Sounds, a pioneering collective redefining the UK music scene, with a series of events and initiatives to spotlight up and coming creatives in music.

• The collaboration marks the second year of Johnnie Walker’s ‘Bold Steps’ initiative to champion multicultural talent in creative industries.

• To celebrate their partnership, the premium whisky brand and music collective have created a short film featuring members of the Dankie Sounds community, highlighting the importance of making space at the table for creatives in music. You can watch the film here: @dankiesounds

Johnnie Walker Black Label nnounce a new multifaceted partnership with Dankie Sounds, a key player in bringing the wave of the South African subgenre, Amapiano, to the UK music scene. Celebrated for its vibrant events and passion for championing emerging creatives in music, Dankie Sounds’ work mirrors Johnnie Walker’s ‘Keep Walking’ and ‘Bold Steps’ mission to inspire creativity. Together they will launch a series of events and creative initiatives to support up and coming talent in music.

To celebrate their partnership, Dankie Sounds and Johnnie Walker have created ‘Bold Steps’ – a short film directed by MaraLee. MaraLee is known for her work with top UK artists and music festivals, embodying the energy of these two brands uniting and offering empowerment to music creatives. With a vibrant dinner party setting, the visual manifesto features prominent members of the Dankie Sounds family, including Via Seri, DJ L.A.J, Nicky Summers, Muva T, Captain Lulaz, and Nqobile, all of whom bring their unique energy to the table to show support for increasing the visibility of creative talent in the Amapiano community in the UK.

Babatunde Adeniyi, co-founder of Dankie Sounds said: “We are committed to showcasing rising artists, especially on the Amapiano scene. We want to recognise and celebrate their talent, from the music studio to dance as they play a critical role in shaping the future of this genre of music. Partnering with Johnnie Walker Black Label, a brand that stands for progress just like we do, feels like a natural extension of what Dankie Sounds is about. Together we created ‘Bold Steps’ as a statement of our shared vision to empower and inspire the next generation of creatives. This film marks a year-long partnership which will aim to amplify and support these voices in the music industry.”

Pranay Chandra, Head of Johnnie Walker and Single Malts, comments, “We’re excited to be working with Dankie Sounds – a dynamic force in the music scene that came together in the face of adversity. One of our core goals at Johnnie Walker is to celebrate and champion progression in creative spaces. The way Dankie Sounds uses its community for positive change truly inspires us. Over the next year, we will support the collective in their events and will work together to launch creative initiatives, which hope to empower and elevate emerging creatives.”

To watch ‘Bold Steps’ and learn more about the upcoming events, please head to Dankie Sounds on Instagram @dankiesounds.

Source: Johnnie Walker

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