Studio No. 7

What We Did

Take some of the world’s top indy bands, set them up in the coolest clubs in the hottest towns in the U.S. and invite tens of thousands of young hipsters to enjoy their favourite bands up close and personal courtesy of Jack Daniel’s. That in a nutshell is Studio No.7. Since 2005, The Hive has been organizing and executing this concert series that recently expanded beyond the United States.

From booking talent and venues to organizing on-premise promotional nights leading up to the concerts, The Hive runs it all. And when we say "all" we mean: developing creative, running sampling programs, consumer data collection, contests, prizing, ticket printing and distribution, PR, online ticket registration and detailed post-event analysis and recommendations.

Why We Did It

Jack Daniel’s is a brand that is universally embraced by musicians and hardcore music fans. These groups generally reject corporate interference, but Jack Daniel’s is welcomed with open arms. Jack Daniel’s had previously been running a few scattered regional music promotions. The Hive consolidated these events and built on them to create the Studio No. 7 concert series: a music experience built with music fans and the bands they loved, not just the brand, in mind.

The program was designed to generate trial, reinforce music credibility and solidify brand preference. Giving tens of thousands of live music fans one-of-a-kind experiences that live up to the legend of Jack Daniel’s has proven to be a perfect brand behaviour that reinforces brand loyalty one chord at a time.

What's Happened

For 6 years now bands like The Dandy Warhols, Drive by Truckers and Manchester Orchestra have been rocking the house under the Jack Daniel’s banner. In fact, over 50 amazing bands in 40 markets have performed in front of 65,000 Jack Daniel’s fans. On top of that there’s also been over 400,000 event nights executed in support of the program. And this coming year watch for a beefed-up digital presence sure to make Studio No. 7 as powerful online as it is live.