Festival amplification & Keep Walking Culture with Johnnie Walker

Through the Keep Walking platform, Johnnie Walker shows up where music culture is moving — championing emerging artists, independent communities and the people pushing culture forward.

Across Gala and Download, we built experiences for Johnnie Walker Black Label around the audiences themselves, rather than forcing the same brand-out concept into every event.

From a bespoke Black Slushie serve and rock-focused programming at Download to pioneering artist interviews at Gala for Gala TV, our approach was designed to feel native to each space and the people who make it what it is.