'Respect the Craft' is a new initiative from Jim Beam and Spotify to support upcoming Canadian artists and bands.
The campaign was specifically crafted to target Millennials, asking them to put their voices forward and vote to #MakeHistory. On the site for Respect the Craft, the pair of brands features 13 up-and-coming Canadian musicians. Users can listen to music from each of the artists, as well as read interviews and biographies to get to know each contender a little better.
The choice of the #MakeHistory tag is meant to appeal to young Millennials who strive to ordinary moments into memorable stories, embrace spontaneity and go with their gut. Since music is a natural way to celebrate all of these things, the choice of partnering up with Spotify was a natural one for Jim Beam.