Jack’n’Cocker

Jack Daniel’s is marking its founder’s birthday with a shindig in London featuring Jarvis Cocker, Ellie Goulding, Richard Hawley and Duane Eddy. According to our bros over at Frukt, the quartet will perform new versions of Americana classics and “bring the spirit of Tennessee to life”. (With 50% of the collaborators coming from Sheffield, the spirit of South Yorkshire will also be alive and well, but that’s fine by us.)

As booze/music hook-ups go, this one makes plenty of sense. Rather than throwing the latest buzz-bands in front of some hipsters and hoping some of it sticks, JD has put some thought into the concept and choice of artists. The three old hands ought to be able to pull off some decent tunes and Ellie Goulding adds glamourĀ and some new-kid-on-the-block spice. It will be interesting to see if the initiative begins and ends with the gig, or whether it will be amplified with content in the run-up and afterwards, for example with rehearsal footage or the tunes themselves.

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