Jägermeister have a long history of providing support for artists and most recently started to invest directly to support new recordings. Working in partnership with DIY, the brand’s latest collaboration, negotiated and managed by DIY, is with “Ugly Pop” artist Zand who has been in the studio and released a brand new track, ‘Religion’ which has already received over 80,000 streams in its first week. As well as funding the track recording the programme also supported the creation of an official track video.
Created in partnership with Jägermeister Musik, ZAND says, “The video plays with religious storylines and stereotypes as well as shame around queerness and homosexuality – while the songs lyrics detail an infatuation with an angel, this visual dives further into the concept by showing a nun’s ‘sins’ and ‘unclean (queer) thoughts’ being amplified by a mischevous, otherworldly being in their head – thus ironically messing with the whole idea that we as queer people are ‘possessed’ by some gay, shapeshifting demon. It’s basically taking the piss out of that.”low
During production DIY went into the studio to film a short interview with Zand to understand the background to the track. Keep an eye out for the official video out later this month.
If you would like to get involved be involved with music via sponsorship, sampling, product placement, access to artists & collaborations cross platform please get in touch.
You can keep up to date on our music partnerships and virtual events by joining our newsletter