sounds of the world | anderson .paak x jameson distilled sounds


We have never been so connected, yet the anglophone world has an undeniable grip on mainstream music. Thankfully, social media is changing that and international genres from K-Pop to Amapiano are crossing borders. It’s encouraging to see that on the industry side, James Irish Whiskey is doing their part to platform diverse and emerging talent from all corners of the globe through their music initiative Jameson Distilled Sounds. Now in its second year, Jameson Distilled Sounds teamed up with Grammy award winning artist Anderson .Paak once again this summer to nurture 20 artists from countries like India, South Africa, Portugal, Nigeria and Indonesia. This year’s talent went to Ireland to attend workshops under .Paak’s creative guidance. He tells Schön! how it feels to be back in the mentor seat and how he’s using his creative platform APESHIT INC. to support and celebrate the next generation of promising stars.

 

Hey Anderson, how does it feel to be back for year two of Jameson Distilled Sounds?

Hey, how’s it going? Feels good, man. This year’s got a whole different energy to last year. Fresh faces, new vibes, countries, and most importantly, new music! Feels good to be back.

Why did this opportunity to mentor global artists interest you in particular?

Mentoring the next wave of talent’s been super eye-opening. You start seeing creativity through these fresh eyes and it takes me right back to that buzz of discovery when I was first making music. So, I always try to step in and support new talent especially when you’re finding your way through this crazy industry.

In what ways is APESHIT INC. helping nurture each artist?

We give artists the space to create while backing them with the right support. Our job is to handle the strategy so they can stay locked in on their craft. We’re all about originality, helping artists not just make music, but level up to their full potential.

As a mentor you’re helping guide these artists, but is there anything they have taught you?

What they’ve taught me is just how fearless you can be. Seeing the risks they take pushes me to think differently and experiment in ways I probably wouldn’t have on my own.

Why do you think the programme being international is so important?

We’re in this global era but it’s still rare you actually get to link up face to face with folks from all over. Even when you do, sometimes it’s just crossing paths for a quick day, trying to cook something up. I didn’t even get those chances until way later on in my career. So being able to connect and vibe with artists from countries you never even imagined visiting, especially at a young age, that’s a huge deal for an artist’s creativity and growth.

You were in Ireland with Jameson Distilled Sounds, do you have any fond memories from your time there?

Ahhh man, Ireland was a proper vibe! I’ve always got love for that place and I’m so grateful to Jameson for bringing me and the crew out there. One moment that really stuck with me was this night they brought in a traditional Irish band. We were out by one of those beautiful lakes in Cavan, just soaking it all in. Next thing you know, me and some of the team are tryna bust out an Irish jig to the tunes, or at least giving it a good go.

photography. Courtesy of James Whiskey
words. Shama Nasinde