There is a fascinating connection between the worlds of music and spirits, and in our millennial lifetimes, this connection has grown from the subject of bars in a Rap song to whole communities being built, the expansion of business empires and much more. One example we have in Nigeria, is Jameson Irish Whiskey, who have maintained a direct relationship with the creative industry, giving specific attention to burgeoning music communities. 

In pre-covid Lagos, it would be no far cry to be at an event with guests punctuated by the signature  Jameson green cup in hand. It was at one of such events in 2017 that Tems debuted an unreleased melody, “Try Me” to an intimate group in a bid to test out what the reception will be. Unbeknownst to her – or any of the lucky listeners that evening – two years later, “Try Me” would spur on a relationship with the brand, which today has grown into a partnership with the most recent collaboration seeing Tems and her team introducing Jameson Black Barrel to this market. 

In a recent interview with NATIVE, the now Grammy-winning singer tells us about the brand:

“I love the authentic feel, they are honest and that is all the things I stand for…clearly there is some type of understanding of life we both have. This is just the beginning.”