NME Radio will host Jack Daniel’s Birthday Sessions every Tuesday and Thursday between 4pm and 5pm during September, featuring performances from bands including Glasvegas, Ida Maria, Red Light Company and Esser.
The sessions will also be filmed along with backstage green room interviews – which will then be housed on a dedicated website via Nme.com.
Advertorials promoting the sessions and bands involved will also run every week in NME magazine.
The final week of activity will see NME Radio run a drive time promotion to give away tickets to the Jack Daniel’s Birthday JD Set held at the legendary Jack Daniel’s distillery in Lynchburg, Tennessee.
The partnership was developed by NME Radio sales executive Sophie Cottington, Nick Heales, press account director at Universal McCann, and Louise Snowball, brand manager
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