Back in 2015, DIY first teamed up with Jägermeister to launch Jäger Curtain Call. A project designed to lend a hand to young, emerging artists at the initial stages of their careers, it’s given support to young acts such as YOWL, LIFE, Lady Bird and Heavy Lungs.
Originally taking place across Shoreditch’s Curtain Road – the home of many iconic labels, studios and venues – the project was initially designed to provide bands with those early, important opportunities, such as recording a track or playing a show.
Since then, Jäger Curtain Call has grown into a multi-faceted new music campaign. With the 2018 edition of the programme, we moved away from East London and set up activations in several other key cities with a rich musical history, with live shows taking place in Liverpool, Manchester, Glasgow and Bristol.
The campaign even crossed over into other key music activations for Jägermeister. For two consecutive years, Jäger Curtain Call took over a day of programming on the Jägerhaus stage at All Points East. The takeover gave acts a chance to make their first major festival appearance, and included headline sets from The Big Moon and HEALTH. DIY also worked with Soho Radio to offer exclusive sessions to the campaign’s headliners.
With its memorable look and feel – black-and-white photography with the brand’s iconic orange hatching – being used throughout the entire campaign, it’s been an effective one for breaking new bands, with Jägermeister yet again cementing themselves as a brand who invests in music, even at the the earliest of stages.
