Atlanta-based document label Love Renaissance (LVRN) introduced Thursday (June 6) that it has made an funding in Jerk X Jollof, a platform celebrating Afro-Caribbean tradition.
The transfer marks a key step for LVRN’s enlargement into the Afro-Caribbean leisure scene, LVRN mentioned, with out disclosing the dimensions of its funding.
Jerk X Jollof, established in 2016, has gained recognition for its immersive experiences that mix music seamlessly with cultural celebration. The corporate originated in Ann Arbor, Michigan, and is established in Detroit.
The platform curates experiences at nationwide conferences together with the Nationwide Society of Black Engineers and the Annual Medical Training Convention. It hosts a signature pool celebration occasion referred to as Island Hours, and has helped promote African and Caribbean acts similar to Seun Kuti, DJ Lag, Sister Nancy and Chronixx for his or her Detroit concert events, Jerk X Jollof mentioned on its web site.
Following a profitable collaboration at New York Style Week in 2022, LVRN says it noticed the potential for a deeper partnership with Jerk X Jollof.
“Our funding in Jerk X Jollof underscores our dedication to empowering communities via music and tradition,” mentioned Tunde Balogun, co-founder & CEO of LVRN. “We’re excited to affix forces with Jerk x Jollof as they proceed establishing themselves as a cultural cornerstone for Afro-Caribbean leisure.”
“Our funding in Jerk X Jollof underscores our dedication to empowering communities via music and tradition.”
Tunde Balogun, LVRN
For the reason that funding, Jerk X Jollof has attracted famend DJs and celebrities to its occasions, with business heavyweights like Skepta and Uncle Waffles, alongside tastemakers like Soulection’s Joe Kay all gracing Jerk X Jollof’s levels. Music icons similar to Davido and Chris Brown have additionally been noticed at Jerk X Jollof’s occasions.
Brendan Asante, founding father of Jerk X Jollof, mentioned, “LVRN’s house grown mentality & technique in direction of creating lasting moments throughout music & tradition that resonate deeply with customers is what made us really feel actually assured in becoming a member of forces with them.”
“LVRN’s house grown mentality & technique in direction of creating lasting moments throughout music & tradition that resonate deeply with customers is what made us really feel actually assured in becoming a member of forces with them.”
Brendan Asante, Jerk X Jollof
“Their starvation and plans to develop deeply into the Afro-Caribbean area lined up completely with our plans to additional develop the Jerk X Jollof model into the family title that’s already changing into world wide.”
The collaboration between LVRN and Jerk X Jollof has additionally seen the creation of the Jerk X Jollof Stage at Promiseland Australia, taking place in October. Following a Jerk X Jollof tour in Sydney and Melbourne, the group curated the competition’s amapiano stage referred to as the Jerk X Jollof Stage to showcase totally different abilities.
“This dedication isn’t just a objective, however a shared ardour that we at LVRN are excited to be part of. The Jerk & Jollof platform permits us to highlight DJs throughout the area, one thing that has been lacking for some time,” Balogun added.
Jerk X Jollof marks the most recent in LVRN’s funding portfolio after the latter made strategic investments in music/tech startup EngineEars, AI-powered advertising platform SymphonyOS, and fan engagement startup Laylo.
LVRN is backed by Matt Pincus-led MUSIC, which made a “vital minority funding” within the label final yr. LVRN additionally has partnerships with Warner Chappell Music and music streaming and discovery platform Audiomack.
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