Jägermeister created the Meister series to shed light on the pioneers and innovators in the music industry.
Specifically, the new online series advocates creative, influential, and unique people and organizations working in the industry, and is designed to give music fans reasons to get excited about the long-term future of live music.
The first installment in the Masters series, which you can watch below, features an insightful discussion with the Boomtown Fair organizers. Chris Rutherford and Lak Mitchell, Directors and Co-Founders of Boomtown, and director Anna Wade discuss Boomtown’s “melting pot” of music, theater and forward-thinking ethics that has made the annual event one of the UK’s largest independent music festivals in the last few years.
The trio also discuss what they learned in their forced 2020 year (with a silver lining representing “an incredibly unique and rare opportunity to pause”) and look to the future with the planned 2021 edition of Boomtown as they expand on the idea behind it this year’s theme “The Gathering”.
“Assemblies have been part of the human connection for thousands of years, they come together and share knowledge,” the organizers of Boomtown explain the topic of 2021. “For our event after the pandemic, we wanted to return to this true meaning and give people the opportunity to to connect with music and each other and have an unforgettable experience. “
Jägermeister and Boomtown are both committed to highlighting the vital work of the #WeMakeEvents campaign, which has represented, sourced and supported those industrial workers hardest hit by the pandemic’s shutdown of live music. Further information on #WeMakeEvents can be found here.
“Jägermeister music is deeply rooted in the live music scene, a part of life that has changed dramatically since March last year, but through creativity and innovation some manage to navigate the storm,” said Jägermeister’s British music manager Tom Carson of the motivation behind the master series.
“With this series, we want to celebrate all the professionals behind the scenes who have suddenly brought their careers and livelihoods to a halt. This pays homage to their essential work and contribution to the music world that we love so much. “
The second installment in the Masters series will highlight LWE, London’s largest organizer of underground events, and will air later this month.
To further support the industry, Jägermeister launched the #SAVETHENIGHT initiative to support both sides of nightlife: artists, creatives and bartenders whose livelihoods have been affected by the crisis and those who normally live in clubs and bars hanging out with friends every week.
The initiative consists of a mix of donations, microfinance, creative online conversations (like “master drop-ins” or “master classes”) and support for partner activities. Further information can be found at www.save-the-night.com.