Jack Daniel’s Gigs

My Role:
Led the development of the partnership strategy and platform, working across artists, media partners and streaming platforms through to implementation and rollout.

Cultural Purpose

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Platform Build

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Partnership Ecosystem

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Long-Term Impact

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Cultural Purpose ✳︎ Platform Build ✳︎ Partnership Ecosystem ✳︎ Long-Term Impact ✳︎

Backing The Scene That Backs Music

For younger audiences, music is something you support, not just consume. The artists, venues and communities behind it matter just as much as the songs themselves, especially during lockdown when the local scene was under real pressure.

We built Jack Daniel’s Gigs, a long-term platform designed to support Australian music at every level. The ecosystem stretched across youth publishers, a dedicated Pedestrian.TV hub, an Australian-first Spotify partnership and direct artist collaborations, connecting fans with the scene in ways that were genuine and ongoing.

The result: one of the most expansive brand-backed music platforms in the country, reinforcing Jack Daniel’s deep connection to music culture while supporting the people keeping it alive.