Independent musicians were the target for this stunt as they need to gain notoriety to become successful. Jack Daniel's celebrates and encourages their independent spirit. This is a crafty way of helping them out.

Jack Daniel’s living campaign concept is This is Jack. Who Are You?, a concept that lives around what drinking Jack Daniel’s means, not what it sales, and questioning those who identify with the brand by challenging their independence through the practice of authenticity and integrity.

The brand has set itself apart from other alcoholic brands by having a strong connection to the music industry. Jack Daniel’s is always pushing boundaries on terms of celebrating independence and craftiness, that’s how the idea of the Barrel Top Record was born.

The direct marketing strategy was built for independent musicians who knock on every door they can, as discouraging as it can be, because they believe their music must be heard and enjoyed. The best chance they get to be heard is by giving them the rockstar treatment so that the world can turn to them in a way they normally wouldn't.

The brand always celebrates Mr. Jack’s birthdays with a huge event. This time was no different, as it was an opportunity to celebrate Mr. Jack by honoring what he represents to the world in a unique and crafty way.

The Barrel Top Record was meant for honoring the independent spirit and help launch future legends’ paths by getting notoriety in the music industry.

The outcome was for music and Jack Daniel's fans as 7 independent bands gained notoriety and belonged to an independent record that defies the usual laws of music.

The stunt gained press releases on different music magazines and communicated what Jack Daniel's stands out for: Independence, authenticity and integrity.

17 Million Impacts in Radio, Digital & TV from 100 Top Media Partners talking about Jack's Independent Bands' Campaign resulting in almost 1 million dollars in Earned Media (or Free Publicity) for the 7 independent bands (who have struggled for notoriety since the beginning of their careers).

Every legend has a start. Independent bands are in the starting point of what can be a legendary path to stardom and global recognition, if only they can get a chance to prove themselves. Jack Daniel’s has noticed the struggles independent bands have as Mr. Jack himself started in a similar manner and knows that the path to legendary requires of a chance. This is Jack Daniel’s chance to give notoriety to those future legends.