For the past two years, The Tenth Man has led the cultural direction for Jameson Distilled Sounds, a global music platform that brings artists from around the world together for a week of connection and collaboration.

To launch the platform, we brought Anderson .Paak to Ireland for a once-in-a-lifetime creative retreat. From intimate jam sessions to shared stories, the project celebrated Jameson’s spirit of global connection.
This year we flew to South Africa to produce the global launch film with Anderson .Paak, reimagining the record store as a hub of creativity… Where the next collaboration is just one “Yes Lawd!” away. AP became the shopkeeper, guiding our hero into the Distilled Sounds world.

The Tenth Man concepted, produced, and shot the film with the Jameson Global team, then on site we also curated workshops, managed artists, and created high-performing content assets across the entire campaign.