Robbie Rivera × Jack Daniel's

The Campaign:

Throughout the brand’s long partnership with house music producer Robbie Rivera, Jack Daniel’s has had an inside look at the man behind the music. Robbie Rivera has given the folks at Jack Daniel’s a tour of his favorite parts of Miami and invited them into his studio to talk about the art, food, and culture that shape who he is today. Growing up in Puerto Rico and living in Miami influenced his life and music; from salsa to plena and Art Deco to Little Havana, blending cultures is how he stays unique.

This campaign continues the successful partnership, and Jack Daniel’s has returned the favor by inviting Robbie Rivera to tour the Jack Daniel’s distillery to learn how a true original is made and to talk about music and whiskey.

Together, Robbie Rivera and Jack Daniel’s are inviting fans to attend an exclusive private event in Miami that includes a live show from Robbie Rivera and signature Jack Daniel’s Old No. 7 drinks.

The Song: “El Loco”

This campaign features Robbie Rivera’s house song “El Loco” throughout the videos and audio spots.

Get to Know Robbie Rivera

Robbie Rivera sits firmly atop the dance music hierarchy, highlighted by a slew of releases on Juicy Music, Spinnin, Nervous, Axtone, Snatch, Armada, Defected, Dimmak, and Ultra Music. Millions of streams on Spotify, Youtube, and Apple Music complement his past remix work for Madonna, Maluma, U2, Lenny Kravitz, Basement Jaxx, Clean Bandit, Deadmau5, Tiesto, Kaskade, New Order, Paul Oakenfold, Erasure, and David Guetta. His weekly radio show is heard by millions worldwide and now in North America by the mighty Dash Radio.

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