Jack Daniel’s Tennessee Honey and Roc Nation announce the launch of Neighborhood Flavor, a campaign highlighting the roots of today’s popular music artists. Through this partnership, DJ Mustard, Santigold and Mayaeni will return to their hometowns, to celebrate the place where it all began. Each artist will provide a glimpse into their journey from their hometown to superstardom, inviting fans to experience the neighborhood that helped influence who they are today.
“My hood in Los Angeles played a major part in making me who I am today,” says DJ Mustard. “I’m excited to pay tribute to the place that raised me and always shows me so much love. ”
Neighborhood Flavor will kick off on August 27, in Detroit, Mayaeni’s hometown where she first discovered her passion for music while recording on her father’s 8-track tapes. It will then travel through DJ Mustard’s old stomping grounds in South Central, Los Angeles on September 10, before visiting Germantown, Philadelphia, where Santigold became the unique talent she is today, on September 17. Each artist will return home for a special performance, as part of a series of block party events bringing together local recording artists, fans, business owners and community organizations, to represent the true culture of each city.
“Where we come from plays a major part in who we become,” says Casey Nelson, Brand Director, Jack Daniel’s Flavor Portfolio. “Mr. Jack took pride in his hometown of Lynchburg, TN, and made it a priority to give back to his community. We continue this effort with collaborations like Jack Daniel’s Tennessee Honey Neighborhood Flavor where we partner with our entertainment friends to recognize and celebrate the cities that helped shape who they are today.”