Ballantine’s And COLORSxSTUDIOS Announce New Partnership

A global research from Ballantine’s Scotch Whisky has revealed that nine in ten fans say authenticity is the single most important factor in connecting with an artist today. 60 per cent also said performance is the most powerful way to connect with an artist, although one in three said this was unaffordable for them.

Inspired by this cultural shift, Ballantine’s and COLORSxSTUDIOS have joined forces for a new global partnership, built around stripping away the barriers between artists and fans and delivering real music experiences and moments of connection. This started in Madrid with performances from Argentinian artists CA7RIEL & Paco Amoroso. There are further plans to celebrate ‘True Music’ globally.

Nick Blacknell, VP of Marketing for Ballantine’s, commented: 

“Music fans are telling us they want something real. This partnership is about stripping away the barriers that can stand between artists and fans, from the rising cost of live music to experiences that can feel fabricated or out of reach. Together with COLORSxSTUDIOS, we’re creating moments that feel unpolished, intimate and human, giving fans the chance to experience music the way it’s meant to be felt – up close, honest and shared.”

CA7RIEL & Paco Amoroso added: 

“Some of the best things in music happen when you leave space for spontaneity. Right now, people are connecting to things that feel real and immediate instead of overly polished. That’s always been part of what makes COLORSxSTUDIOS special to us — the focus stays on the performance, the energy, and the artist. Partnering with Ballantine’s and COLORSxSTUDIOS on this feels natural because it’s rooted in that same spirit of openness and creative freedom.”