Jack Daniel’s Funds Doco About The Relationship Between Brands and Bands

Bucharest, Romania - May 2, 2013: Close-up shot of a one liter bottle of Jack Daniel's whiskey with a glass. Jack Daniel's is a brand of sour mash Tennessee whiskey that is among the world's best-selling liquors.

Jack Daniel’s and Brisbane producer Dan Graetz have created a documentary ‘The Truth About Money in Music’ which suggests bands are much more willing to sell out than they currently are.

In a raw, honest and no holds barred look at life in music, artists including Kate Miller-Heidke, James Tidswell from Violent Soho, The Cairos, Remi and KLP offer up their views on what declining record sales mean for musicians and how they are adapting to alternative revenue streams in the modern music landscape. The thought-provoking piece also reveals their opinions on music streaming, corporate involvement and their definition of ‘selling out’.

The documentary is the work of Dan Graetz, an award-winning Brisbane-based filmmaker, who has partnered with Jack Daniel’s as part of a new initiative which aims to champion music’s future legends and the stories behind them.

Launching as part of an integrated campaign by The Sound Campaign and UM, Jack Daniel’s is set to support and showcase burgeoning talent through a series of unique music projects built around real ideas from real talent and real fans. Over the next 12 months, the program will create a platform for people and passion to come together and start shaping and sharing music’s Future Legends.

Dan Graetz, who has first hand experience of bringing creative musical concepts to life with very little, was keen to explore the secret of bands, brands and fans happily co-existing in today’s music industry. ‘The Truth About Money in Music’ is the first project in the Jack Daniel’s Future Legends series.

Graetz, founder of Graetzmedia said bands with no money have more competition than ever before just to build their profile. He said: “In creating music videos over the past four years, my team and I have made fireworks, gutted cars, cloned humans and more – usually on a shoestring – to help new talent stand out against cute kittens, dancing babies and big budgets.”

“There’s nothing lucrative about it but it’s fun and it forces you to be creative in every sense of the word. When Jack Daniel’s showed interest in supporting creative music-related projects, I figured I’d go for broke…so I pitched this documentary around musicians, brands and honesty. It was great they liked it and even better that they gave me the freedom to stay true to the concept. This is the result.”

With a host of other projects in the pipeline, the series will also see Jack Daniel’s collaborate with the likes of Bloc Party’s Kele Okereke, Sable, Motorik, The Griswolds, Golden Features and more to facilitate new music experiences that push creative buttons and boundaries.

Nora-Kate O’Connell, Jack Daniel’s Brand Manager said: “Jack Daniel’s has a rich musical history and know legendary music moments come from exploring the fresh, new and different, whether that’s sounds, people, places or ideas. Working with the most interesting artists and creatives from around the country, we’re encouraging trailblazers and raw talent to think outside the box.”




Latest News

Gravity Media & Supercars Media Drive 400 Hours Of All-Screens Coverage Of This Year’s Repco Supercars Championship
  • Media

Gravity Media & Supercars Media Drive 400 Hours Of All-Screens Coverage Of This Year’s Repco Supercars Championship

Supercars Media and Gravity Media, a world-leading global provider of complex live creative production and media services, today confirmed the broadcast and technology partnership to deliver coverage of this year’s Repco Supercars Championship across Australia and multiple international territories. This year, Gravity Media Australia and Supercars Media will travel more than 40,000 kilometres to deliver […]

“There Are So Many Things I Wish I Could Ask Him”: Robert Irwin Opens Up About Losing His Dad As He Fronts The March Edition Of The Australian Women’s Weekly
  • Media

“There Are So Many Things I Wish I Could Ask Him”: Robert Irwin Opens Up About Losing His Dad As He Fronts The March Edition Of The Australian Women’s Weekly

Are Media, Australia’s leading omnichannel content company for women, today published the March edition of The Australian Women’s Weekly – with Robert Irwin on the cover. The Wildlife Warrior and I’m A Celebrity… Get Me Out Of Here! host is only the third solo man in modern times to grace the magazine’s cover (the others […]

Tinder Celebrates LGBTQIA+ Love With The Big Tinder Wedding
  • Campaigns

Tinder Celebrates LGBTQIA+ Love With The Big Tinder Wedding

Exactly one year ago, and on the five year anniversary of the marriage equality vote, Tinder announced the Big Tinder Wedding and commenced a nationwide search for queer couples who found love on the app and wanted an all-expenses-paid dream wedding. Tinder’s latest phase of the campaign aims to celebrate the colourful love stories unfolding […]

DDB Sydney Nabs Monkeys Creatives Emmalie Narathipakorn & Seamus McAlary
  • Advertising

DDB Sydney Nabs Monkeys Creatives Emmalie Narathipakorn & Seamus McAlary

DDB executive creative director Matt Chandler has announced the appointment of creative team Emmalie Narathipakorn and Seamus McAlary from The Monkeys, building on the success of its existing creative team. Lead Image: L-R – Emmalie Narathipakorn and Seamus McAlary Narathipakorn, who was an art director at The Monkeys, joins DDB as senior art director, while […]

Slew Of New Promotions & Hires As Thrive Announces Melbourne Leadership Team
  • Marketing

Slew Of New Promotions & Hires As Thrive Announces Melbourne Leadership Team

Thrive PR Melbourne has kicked off the year with new appointments, promotions and a new leadership team, marking the delivery of a transformation strategy that’s seen the agency diversify and strengthen its corporate, consumer and integrated digital service offering in Victoria. Lead image:  (L-R) – Sophie Maguire, Melanie Campbell, Nathan McGregor, Zoe Raknes, Erika Rutledge, […]

Leos Appoints Clare Pickens As CEO
  • Advertising

Leos Appoints Clare Pickens As CEO

Reports of Pickens demanding new corner office with wingback chair greatly exaggerated, says Publicis PR team.

Russel Howcroft & Freddie Young Headline AdMission Podcast
  • Advertising

Russel Howcroft & Freddie Young Headline AdMission Podcast

Iconic Australian ad guru Russel Howcroft and industry up-and-comer Freddie Young from Good One Creative have today launched their experimental, no spin advertising podcast, AdMission, in partnership with 9Podcasts. AdMission tells the uncensored stories behind the world’s most talked about brands, ideas, campaigns, advertising news and industry screw ups, as well as offering sharp insight […]

CPR First Aid Study: Weight Loss & Healthy Eating Among Most Googled Personal Goals
  • Marketing

CPR First Aid Study: Weight Loss & Healthy Eating Among Most Googled Personal Goals

According to a new study from CPR First Aid has revealed that Aussies’ most Googled personal goal in the summer is losing weight, new research has found. Their next most researched summer objective is healthy eating, followed by drinking more water. This time of the year, Aussies want to stop snoring and quit smoking more […]

Twilio: Customer Data Platforms Are “Critical Foundation” For AI-Driven Customer Insights
  • Technology

Twilio: Customer Data Platforms Are “Critical Foundation” For AI-Driven Customer Insights

Businesses are integrating customer data platforms with AI and analytics to personalise customer experiences and drive business success, according to a new report from Twilio Segment. Lead image: Kathryn Murphy, SVP of product and design, Twilio. The fifth annual Customer Data Platform Report, which reflects the findings of anonymised usage data from Twilio Segment’s more […]