Johnnie Walker to Launch "Walk Beyond In The Metaverse" Virtual Concert Featuring James Reid and Surprise Guests
The globally renowned whisky brand, in partnership with Hypebeast, enters the Web3 space with a music event like no other.
Johnnie Walker has been the premier name in the world of fine whisky. With its latest “Walk Beyond” campaign, the brand looks to inspire people to take bold steps to enrich their lives through creativity and culture. “Walk Beyond” is also an initiative that brings tastemakers and multi-hyphenates together to deliver culture-defining moments that captivate creative communities worldwide. To celebrate the campaign and Johnnie Walker’s ongoing commitment to take bold steps into the future, the brand looks to make a splash with an exciting music event in the metaverse in partnership with fashion and culture media brand Hypebeast.
“Walk Beyond” is more than just a campaign. It was also developed as a series involving digital and physical activations. “Walk Beyond in the Metaverse” is part of the campaign’s digital endeavors that not only pushes the boundaries of creativity for Johnnie Walker, but also provides a platform for people around the world to connect more genuinely through music and culture. Having a presence in the metaverse allows Johnnie Walker to become more accessible for fans in the digital world looking to experience JW and its virtual initiatives in a more engaging way.
The “Walk Beyond In The Metaverse” Virtual Concert, in partnership with Hypebeast, is fueled by creativity and the power of artistic freedom. Fusing with the latest technology, the event nods to what Johnnie Walker as a whisky brand has built and achieved, as well as a vision for the future involving Web3, the metaverse and more. The “Walk Beyond In The Metaverse” Virtual Concert also defines the brand’s “Future Heritage,” inviting fans of culture, art and whisky to become deeply immersed in the visual and audible narratives of Johnnie Walker. Concert participants will also get to interact with the brand’s creative interpretation of its DNA – luminous gold tones, the brand’s signature hue, will be apparent immediately to offer attendees a vibrant, virtual trip into the world of Johnnie Walker.
Filipino-Australian singer-songwriter James Reid is set to co-headline the “Walk Beyond In The Metaverse” music event. Special performing guests will also be announced in the near future. The virtual concert launches June 9 on condense.live and is accessible only to those who purchase a bottle of Black Label in participating retailers and enter the raffle competition online by scanning the bottle’s QR code – winners will receive 2 VIP access and Meta Quest 2 VR headsets. Visit S&R, 7-11 and Diageo’s official store in Lazada or Shopee and purchase your bottle of Johnnie Walker Black Label to join the campaign promotion.
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