Whiskey brand Jack Daniel's is partnering with alternative Sydney broadcaster FBi Radio by building a new in-house live-to-air performance space.
The venue – to be called Fbi Live – is an extension of Jack Daniel's Future Legends series, which sees the brand position itself as a platform to discover and promote emerging musical talent.
For its latest venture, a “cluttered office area” in Redfern will be transformed into a live music venue with more than 50 artists anticipated to come through the doors each month.
Spearheading the work is designer Bob Barton, responsible for the reconstruction of Sydney's Golden Age Cinema & Bar and The Commons Local Eating House, as well as Melbourne's Rooftop Cinema.
FBi Radio music director Stephen Goodhew said both the station and Jack Daniel's are committed to “championing emerging talent.”
“The new space will enable us to do just that, as we'll be able to facilitate live-to-air performances for the first time ever,” Goodhew said.
“As a result, our listeners will be able to enjoy more exclusive content and will have the chance to get to know the station and the artists we feature a little more intimately.”
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