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- BALLANTINE’S AND COLORSxSTUDIOS ANNOUNCE NEW PARTNERSHIP TO DELIVER RAW MUSIC MOMENTS BETWEEN ARTISTS AND FANS, DEBUTING WITH CURATED LIVE EXPERIENCES IN MADRID HEADLINED BY CA7RIEL & PACO AMOROSO
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LONDON, May 19, 2026 (GLOBE NEWSWIRE) — In recent years, music has become more polished, more produced and, for many fans, more distant. New global research from Ballantine’s Scotch Whisky reveals a tipping point, with a staggering 9 in 10 fans saying authenticity is the single most important factor in connecting with an artist today. Not perfection. Not production. But realness.
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Across a survey of 9,000 fans in nine countries, a clear tension emerges, between how music is performed, and how fans actually want to experience it. Music fandom today is being reshaped and they are demanding something different:
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- 84 per cent say unexpected, unscripted moments are what make live music unforgettable
- 1 in 3 say that when artists deliver an authentic, real performance, it inspires them to be themselves
- 60 per cent say performance is the most powerful way to connect with an artist
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In a world of overly-fabricated and manufactured moments, fans are craving something messier, more human, and more honest – but currently, there are barriers:
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- 4 in 10 feel overly scripted shows are getting in the way of connection
- And 1 in 3 can’t afford to be in the room at all
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Perfection isn’t inspiring connection anymore. It’s creating distance.
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Inspired by this cultural shift, Ballantine’s and COLORSxSTUDIOS are joining forces for a new global partnership, built around a simple idea: to strip away the barriers between artists and fans and deliver real music experiences and moments of connection.
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Igniting the next chapter in Ballantine’s established True Music platform, the new long-term partnership aims to deliver spontaneity over scripting, realness over spectacle and connection over perfection. It continues Ballantine’s dedication to removing the pretence around both whisky and music, celebrating real people, real moments and true expression. A series of global events and experiences will showcase unfiltered live performances alongside intimate artist access, and fan-first moments.
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Ballantine’s and COLORSxSTUDIOS will debut with a multi-day experience as part of COLORS’ TONES of Madrid, headlined by GRAMMY Award-winning Argentinian disruptors CA7RIEL & Paco Amoroso – artists known for uninhibited self-expression and honest performances. They will be supported by Spain’s Blanco Palamera, Lua De Santana and Merca Bae, setting the tone for future True Music events, which will hit cities across the world in 2026 and beyond.
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Nick Blacknell, VP of Marketing for Ballantine’s, commented: “Music fans are telling us they want something real. This partnership is about stripping away the barriers that can stand between artists and fans, from the rising cost of live music to experiences that can feel fabricated or out of reach. Together with COLORSxSTUDIOS, we’re creating moments that feel unpolished, intimate and human, giving fans the chance to experience music the way it’s meant to be felt – up close, honest and shared.”
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