Ballantine’s x Boiler Room celebrate a decade of True Music with True Music 10, a year-long series of music events.
The festivities kick off with an intimate pop-up in Soho, London, on April 4th, followed by events in Colombia and South Africa. The highlight will be in Johannesburg on 11 May 2024, featuring iconic artists like Masters At Work, DBN Gogo, Dlala Thukzin, Maglera Doe Boy, alongside rising talents from the True Music family.
Since its inception in 2014, True Music has been a platform dedicated to championing diverse music communities worldwide. Through live-streamed and in-person events, it has provided a global stage for over 800 pioneering and emerging artists from over 30 countries across six continents. The True Music 10 series not only celebrates this legacy but also looks to the future, spotlighting artists who are shaping the next era of music culture.
In addition to the main event in Johannesburg, True Music 10 will feature pop-ups in select cities, offering fans the chance to experience the True Music vibe in their own neighborhoods. These pop-ups will showcase forward-thinking artists from each country and will be broadcast live for global audiences to enjoy.
As part of the celebration, Ballantine’s will continue its commitment to supporting emerging music-focused organizations and collectives through the True Music Fund. Over the next year, 10 grants will be awarded to further drive modern music culture forward. Fans can also explore the True Music archive, where they can stream past events and win exclusive prizes, including event tickets and Ballantine’s merchandise.
Guests can sign up for the True Music 10 Johannesburg show now via truemusic.boilerroom.tv.
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