When it comes to music industry innovation, the first name to pop into people’s heads is probably not Jägermeister, better known for their distinctive liquor that is the lifeblood of parties everywhere. But parties would be nothing without music, so the one-of-a-kind company doesn’t limit their uniqueness to the taste of their alcohol—this year they’re teaming up with Soho Radio to showcase the best of London’s established and upcoming music artists.

From May to September, Jägermeister is sponsoring JägerSoho in an effort to showcase the best music artists that London has to offer. The artists’ performances will be streamed live to listeners and simultaneously cut to vinyl and filmed through virtual reality, so that everyone can experience the talent of London’s top artists.

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