Ballantine's
True Music Studio x Boiler Room
For the 10th anniversary of True Music Studios, Ballantine’s and Boiler Room partnered to explore authenticity as a cultural value in music. Hosted in São Paulo, the project highlighted the city’s contemporary music landscape through curated performances, community-driven conversations, and digital storytelling.
Key Highlights
This project explored how music curation and brand values can come together to create a shared cultural experience — connecting local scenes, artists, and audiences around a common editorial point of view.
Featured established artists such as Kay Black, MC Hariel, and Urias alongside emerging local talents, creating an inclusive platform for diverse musical expressions.
Developed a multi-format content arc (from pre-event build-up to live coverage and post-event storytelling) designed to extend the experience beyond the physical space and sustain audience engagement over time.
Achieved a 96% satisfaction rate among attendees in Brazil, reinforcing Ballantine's position as a culturally relevant brand within the music scene.