Brand supports IBORU Project and seeks to develop a series of exclusive content
Jack Daniels takes rap to the samba scene and announces its sponsorship of the authorial project IBORU, an initiative by musician Marcelo D2 that modernizes the style by incorporating elements of hip-hop, funk and trap. Conceived by the Mutato agency, the initiative reflects the new Make your Own Labels campaign, translated as “There are the labels they give us. And those we create ourselves”.
Music is a form of expression and authenticity, and Jack Daniels has always upheld these values. Like music, our whiskey remains true to its roots while incorporating and supporting innovations. In Iboru, we saw D2’s intention to re-signify one of the most traditional Brazilian musical rhythms, which helps us to strengthen ties with independent spirits, people who question labels and are always in search of something unique and personal, comments Giuliano Odone, director of marketing by Brown Forman Brazil.
The IBORU project is born with a 16-track album, which has just been released on streaming platforms, and features sambistas such as Zeca Pagodinho, Alcione, Diogo Nogueira, Arlindinho and Moacyr Luz, singing or composing.
IBORU is a traditional project, and nothing better than having brands with tradition on our side. I’ve been wanting to work with Jack Daniel’s for a while now and I think the time has come. I think we are going to build a very cool story and will make a lot of noise in the coming years, together!, says Marcelo D2.
Through sponsorship, Jack Daniels helps to promote the initiative, publicize the diversity of the Brazilian music scene and give space to the artist’s creative multiverse, in addition to having the brand in the project’s contents. IBORU will also bet on occupations, which will be musical activities in different capitals of the country, with the aim of democratizing art and engaging with society.
To top it off, Jack Daniels will launch with D2 a series of exclusive contents, produced by the production company Pupila Dilatada, by Marcelo D2 himself. The production, starring the musician, will feature ten episodes and some elements from the universe of samba and urban culture.
Through IBORU, D2 proposes a new aesthetic to the universe of samba and taking the rhythm to new generations, which has everything to do with Jack Daniels’ positioning. For this reason, this partnership comes about very spontaneously and with great potential for communication and socio-cultural impact, comments Alessandra Muccillo, executive creative director at Mutato.
