Shoot I did for the launch of the Jagermeister Brass Cartel at The Good Luck bar in Johannesburg
JÄGERMEISTER BRASS CARTEL
The brass band concept originated in Germany in 2012 as Jägermeister Blaskapelle and has seen successes in other countries such as Latvia, Belgium and Croatia, but this will be the first time the Brass Band concept is launched outside of the European continent.
South-Africa with its multi-cultural layers and many forms of music and dance will deliver a very unique take on the concept incorporating our own local flavor and a spectacular set of South-African songs from Mango Groove, Kwesta, Johnny Cleg and the late Mandoza.
Brass Cartel perfectly incarnates Jägermeister’s DNA (tradition – modernity) and creates unique Jäger moments for the audience when playing modern and classic hits on traditional instruments – Brand Entertainment at its best!
Musical and performance direction, producing and recording was done at Open Room Studios in Greenside by South-Africa’s most acclaimed musical producers and multi award winning team of Darryl Torr (his accolades include a Grammy for Best Traditional World Album, The Soweto Gospel Choir in 2007) and Greg Carlin, Zebra and Giraffe front man, guitarist and multiple SAMAs and a MTV Africa Award under his belt. All Brass Cartel members (15) are professional musicians and dancers who live and love our special Jägermeister lifestyle.
A local fashion designer, Mamosebetsi Ndlovu who has her own label, Green Button was in charge of creating unique pieces with South-African’s traditional Xie Xie materials whilst incorporating the Jägermeister colour palette and playing around with existing merchandise and adding subtle branding to sourced clothing for each member.
Even though Brass Cartel is a promotional tool to add value to key festivals, markets, concerts, clubs and restaurant outlets, it’s meant for more. The strategy is to develop the Jägermeister Brass Cartel into a real band to play main stages, collaborate with well-established South-African artists and eventually release their own full album in 2017!
Brass Cartel has already recorded a track with the talented rapper Reason HD, “Do it like I can”. This collaboration will be performed at various festivals and concerts in the month of October and November and used in an official music video, to be released early November 2016.
“The objective of Jägermeister Brass Cartel is to create a memorable promotional tool to add value to any on-con environment. People are most susceptible to your brand message when it’s conveyed through something very special and rare. Everyone loves a brass band and everyone enjoys listening to hits they know, we simply cannot go wrong here.” Says Bea Theron, Jägermeister South Africa’s Music and Events Manager.
Catch Jägermeister Brass Cartel Live:
- Jägermeister Enter the Wood with Reason HD @ King Kong 30 Sep
- JHB First Thursdays 6 Oct & 3 Nov
- DSTV Delicious Festival 9 Oct
- Jägermeister Back the Artisst with Reason HD @ The Good Luck Bar 14 Oct
- Halloween @ Voortrekker Monument 29 Oct
- A Place in the Sun Festival with Reason HD @ Nkwe 19 Oct
- Ragga Nights @ Bassline 24 Nov
For more information, contact:
Jägermeister SA: National Music and Events Manager
email@example.com/ 082 2689 577