Created by NATIVE VML, Jameson’s innovative new content platform, the INDIE Channel, will soon be screening the best independent content by South Africa’s young creatives, designers, fashionistas, musicians and small business owners.
The website, www.indiechannel.co.za, is already open for submissions, with the first full feature viewing of the best curated creative content set to air in Johannesburg and Cape Town in January.
Ryan McManus, Executive Creative Director of NATIVE VML, explains the idea was sparked by Jameson’s need to reaffirm and differentiate its niche brand positioning in the marketplace. “Jameson is first and foremost an independent brand. So to ensure it remains part of the cultural conversation whilst retaining its edgy brand identity, we’ve created the INDIE Channel framework – a platform where South Africa’s independent content can be showcased.”
Until now this remarkable content has mainly been sporadically placed on personal Facebook pages, blogs, YouTube and even offline, he says. “Why not then let all this amazing content – created by the people for the people – exist together, allowing it be seen and appreciated by an even bigger audience? All curated and brought to you by Jameson.” Apart from the best independently curated content including music videos and short films submitted from around South Africa, the INDIE Channel will also feature six additional independent shows filmed by the NATIVE VML crew and Motion City Films. After the regular live screenings, shorter snippets of the show will be placed on the website, Facebook and YouTube.
“The campaign also ties in well with NATIVE VML’s mantra of creating purpose driven work that lives in people’s lives as it not only showcases the country’s talent, but also engages in vibrant conversation with the audience to capture the popular culture zeitgeist,” concludes McManus. “We’re very excited about this new branded content offering that encapsulates the fearlessly authentic voice of South African popular culture. What better way for Jameson to re-establish its position amongst the country’s cool, edgy, independent thinkers of today?” says Sibusiso Shangase, Jameson Brand Manager.