No matter how you look at it, Jack has always had soul in music. The Jack Daniel’s bottle has vibrated atop more amps and listed on more rider sheets (many times by the caseload) than any other liquor. It was Sinatra’s drink of choice, and it was the bottle swigged backstage by Jimmy Page.

Why the connection? Maybe it’s the independent nature that the bottle stands for. Maybe the beautifully simple yet rebellious look of that fucking badass black and white label. Maybe it’s the grit that those Tennessee distillers put into each drop. Or maybe it’s the taste of the liquid inside that just isn’t for everyone. Whatever it is, it makes sense with music.

This campaign shows that Jack belongs with music— we’re part of the soul. The photography is in the brand’s stark colors, simple and bold, using tons of white space to prove a point: It’s all about the music. It’s like shining a spotlight onto a stage. We’re communicating the point that Jack Daniel’s does not own music— we’re not advertising to say “Hey look! We like music too!” No, we’re here to say we share a bond with musicians, and we’re thankful to have just that.