German spirit Jagermeister – which has been responsible for some horrible hangovers amongst the Tone Deaf crew – has announced a three year deal to sponsor the Australian Independent Record Label Charts and Awards. The deal will see them being rebranded as the Jagermeister Independent Music Awards and Jagermeister Independent Music Charts will re-launch after previously being called the Australian Independent Record Label Association (AIR) Awards and AIR Charts.
The deal between the digestif invented in Nazi Germany and the independent record label biz is a marriage made in hangover heaven, according to the Australian brand manager Jonathan Howells. “Jagermeister has a long history of alignment with popular and new music, both overseas and in Australia,” he said. “The independent music partnership is a very natural fit for us and we’re excited about the plans we have to build this strategic alliance over the coming years.”
