Pernod Ricard UK has announced a partnership between Jameson Whiskey and the music events business Sofar Sounds.

The partnership will see the creation of eight gigs in cities across the UK over the next eight months, launching in London this week. The series takes its cues from Jameson’s Seen and Heard campaign, which champions new music.

The partnership was created by Havas Media and JUMP, Havas’ content and partnerhips division.

Sofar Sounds is a platform that reimagines the ‘house gig’ format, promoting ‘secret shows’ for underground musicians.

The company has been heavily criticised within the music industry in recent months following news that it is being investigated in the US by the New York State Department of Labour for its use of unpaid workers.

Commenting on the partnership, Katia Fragkou, Head of Marketing at Pernod Ricard UK, said:

“We have curated a series of shows that will really speak to passionate lovers of live music. Sofar’s ethos and approach to up-and-coming artists perfectly complements our Seen and Heard platform, making them the ideal partners for this exciting initiative.”

Nick Wright, Managing Director, JUMP, added:

“Havas Media Group has worked with Jameson for many years, but this is the first time we have created a campaign of this scale together. Partnering with Sofar Sounds and VICE has given us the opportunity to make something which feels authentic and credible for Jameson’s target audience, putting the brand at the heart of these fantastic live music experiences.”