In honour of St Patrick's Day, the Irish whiskey brand debuts a special edition bottle designed by the musician
JamesonEvery year around mid-March, herds of people flock to Irish pubs in their city, decked out in green to celebrate St Patrick’s Day. This year as bartenders pour our drinks, a lucky few may not realise they are drinking their whiskey sour from a special edition of Jameson’s Irish whiskey bottle made by Anderson .Paak.
A long-standing collaboration, the singer, rapper and producer has worked on numerous projects with the alcohol brand. “We’ve been collaborating for a while to be honest. The most recent part of that was when we launched Jameson Distilled Sounds last year,” he told Dazed. “[It] was all about bringing together loads of artists with different styles and from different backgrounds and countries. I’m super collaborative and I think you get such a unique perspective from working with people you wouldn’t normally come across in your bubble – that’s where the magic happens.”
Continuing to repurpose his passion through music in a different medium, the bottle also brings to life the musical aspects of the collaboration. On top of the multiple motifs that represent parts of his passions and career, the bottle also taps into his last project, a specialised music programme. “The best thing is that the bottle is interactive. People can scan it to get a taste of last year’s Distilled Sounds Studio, find out more about the artists and listen to some of the tracks,” he explains. “Once you’ve scanned it, you can even enter into a competition to win some pieces from some amazing other Jameson collabs that are coming soon.”
Below, the California-born musician talks to us about the collab and his favourite way to have Irish whiskey.
How did this collaboration come about?
Anderson .Paak: It all came to life at the Jameson Sound Distillery in Ireland where we had artists from places like Malaysia, India, Nigeria and Portugal link up for a week and blend their talents together. After a week of working in pairs on their own tunes, they all recorded and performed them. What they created together was crazy and I was really proud to be a part of it. There are obviously plans to continue that programme and take things up a level, but this latest collab was about celebrating all the amazing work we did together, just in time for St. Patrick’s Day.
We linked up again and I worked with the Jameson team to design a Limited Edition Bottle. It’s a bit surreal to see my face on a bottle of Jameson but I love the design and feel like it really represents me as a creator and a person.
Could you talk us through the process of designing the bottle?
Anderson .Paak: It was super collaborative, we started off with some meetings to define our creative direction and to be honest, that was a really smooth process. As we worked together to fine tune the designs, we landed on something that I think shows the beauty of bringing together different passions, talents and personalities.
How did you decide which motifs and artwork represented you best?
Anderson .Paak: They’re a bit of a mix of the things that matter most to me, like my drumsticks which have been a really important part of my musical journey. I wanted to make sure they were represented in the design. We also worked to make sure the label had some elements that hinted at the artwork from my Malibu and Venice album covers.
Beyond that, I wanted it to feel uplifting and positive because those are qualities that I try and live every day. Sp we worked on a bright design that featured loads of vibrant colours.
How does the process of designing a bottle compare to your creative practices when making music?
Anderson .Paak: It’s all about the vibe. When you’re hunting for that perfect drum break, or just trying to capture the right colour or texture, you could sit there and be really scientific about it. But I don’t think that will get you very far. The most important thing is whether it hits right. I always try to think, how does this make me feel? And does that feeling excite me?
I think also, both processes are about layering. Mixing visuals and textures, melodies and percussion. You’re trying to bring loads of elements together in a way that tells a story and feels like it’s got soul.
Did working on any aspect of this collab surprise you?
Anderson .Paak: I’ve always been a really visual guy in terms of how I consume content, but it even surprised me how much the look of a whiskey bottle can impact how you feel about it. The liquid can be exactly the same as in another bottle, but they can both feel completely different. It’s about the experience as a whole.
You’ve worked with Jameson in the past for ‘Distilled Sound Studio’, what was the highlight of that project?
Anderson .Paak: I don’t know if there’s one specific moment to pick out but the whole experience felt really special. It’s rare to find such a chilled space where you can connect with people from across the world. Even though we all came from completely different backgrounds and had different musical tastes, it didn’t feel forced at all. Some really special work was done there and that’s down to a completely authentic shared love of our craft.
What about working with Jameson felt aligned with your own personal brand and beliefs?
Anderson .Paak: I think we connected over the thought that we’re not happy just doing what everyone else is doing. That’s boring AF. It has to mean more than that. I felt like Jameson understands that when it comes to creativity and craftsmanship, you find gems in those undiscovered spaces. The spaces where you bring together completely different influences to create new ideas.
If you could only make one drink for dinner party guests who are trying Jameson for the first time, what would you make?
Anderson .Paak: Jameson Ginger and Lime always!