Kwesta talks about success of Jameson partnership

In April, Jameson launched the month-long Jameson Connects: The Stay Inn playbook, which featured live streams of music performances, stand-up comedy and discussions. The virtual series was hosted by South African award-winning rapper Kwesta, comedian Glen Biderman-Pam and TV host Lalla Hirayama, and the music segment featured K.O, NaakMusiQ and Emtee. The platform sought to play a pivotal role in eradicating social boundaries while encouraging people to overcome their fears and reconnect as a global family.

In addition, Jameson will use proceeds from Jameson Connects: The Stay Inn to donate money to bartenders and restaurant workers affected by the COVID-19 crisis.

“Bringing people together through culture is across everything we do as Jameson," Jameson and Irish Whiskeys marketing manager at Pernod Ricard SA, Beatrice Marfleet, told Music In Africa. "In the context of COVID-19, we have the new reality of not being together, staying at home and social distancing, and because of that community and connection is needed like never before. By taking the Jameson Connects platform fully virtual, all boundaries to connecting with each other are completely eradicated, even if we are restricted like never before.”

Kwesta's Jameson partnership

Jameson Connects: The Stay Inn also gave birth to the Kwesta Rap a Verse competition through a partnership between the musician and the whiskey brand. The competition, which closed on 10 May, will see an upcoming rapper collaborate with Kwesta on his upcoming album.

“Most brands need to find a new way of communicating with their customers,” Kwesta said. “Jameson has always connected people through culture and facilitated collaborations, and that’s why the Kwesta brand and Jameson are good partners.

“The Rap a Verse competition was a big selling point as well. I know how difficult it can be for young rappers to make it big and Jameson is providing this platform for an upcoming artist to shine. The response has been amazing. Going through all the entries keeps me very busy on most days. There’s a lot of talent out there. I have a love for collaboration. I have done many in the past and that’s why I love the Rap A Verse competition and the collaboration with Jameson was a natural fit.”

Marfleet said: “We partnered with Kwesta not only because he is an award-winning hip hop artist. We were looking for someone who is fearless but humble and understood the value of this collaboration for our consumers. Kwesta is the embodiment of this and he brings a great energy and presence to our campaign and helps to bring our purpose of connecting people to life.”

Marfleet added that the partnership was yielding positive results and that Jameson would continue running similar campaigns after the lockdown.

“We've had an overwhelmingly positive response from both consumers and artists on this campaign and we strive to ensure that we continue to be the go-to brand for entertaining content. The lockdown has given us the opportunity to delve into various entertainment platforms and reassess how we get our brand messaging to our consumer. We will be continuing to host such campaigns in the future as it allows us to reach a greater audience and give people intimate access to the artists they love and are inspired by.”

Lockdown effects on artists and brands

Following the ban on public gatherings, artists and companies were forced to alter their operational behaviour to remain afloat during the pandemic. Kwesta said his business had undergone drastic changes since the beginning of the lockdown.

“It’s been a huge adjustment. Shows have been cut, there’s been a financial shift, we have to be careful about spending money," he said. "But the positive side is that I’ve been recording lots of music. I have a studio in my house and it’s kept me busy and creative. 

Asked if online performances would be as popular as now after the lockdown, Kwesta said: “Yes, definitely. It's the way forward for artists. Actually it's the way forward for most people.”

From a marketing perspective, Marfleet said the COVID-19 crisis had pushed the people behind the Jameson brand to think more creatively.

“We've had to change the way in which we traditionally connect with our consumers. As an organisation, we fully believe it is as much our duty as our consumers to ensure we do our part to reduce the spread of COVID-19. The pandemic has made us ensure that we still bring our consumers platforms and campaigns that entertain and drive connections in new and innovative ways, as we wait for when we will be able to safely go out and enjoy a drink together," Marfleet said. 

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