This Summer, Jameson and long-time friend of the brand, HOMECOMING, are set to embark on a unique collaborative project to widen the circle, expand horizons and connect creative communities across Africa and the global diaspora with #ALLCONNECT. Patta, the Amsterdam based streetwear brand, are the creative collaborators for #ALLCONNECT, providing creative inspiration as well as participating in three events in Atlanta, London, and Lagos.

#ALLCONNECT will see HOMECOMING and Jameson bring together like-minded artists from around the world, as they touch down in three incredible cities to ignite a truly global community, with the shared ambition to amplify up and coming African talent and culture. By connecting three continents via this shared bond, Homecoming and Jameson will celebrate the creativity that connects these like-minded individuals and makes the world feel like a smaller place. 

Since its inception in 2017, HOMECOMING has championed African talent and creatives from the fields of style, music, and sport while creating one of the most anticipated recurring events in the Lagos cultural calendar, and Jameson has been present at the events since 2018.  Every year the festival captures the capital’s vibrance and energy and has both hosted debut performances from rising stars such as Rema and Asake, Tems and Fireboy DML as well as performances by heavyweights like Wizkid, Davido, Niniola and Tiwa Savage. In keeping with the HOMECOMING spirit, the festival has also introduced international artists like Skepta, Central Cee, J Hus, Lancey Foux, Arrdee and Black Sherif to Nigerian audiences for the first time.

Over the past twelve months, African art, music, and design has stepped up to dominate mainstream global culture, with African artists regularly topping the charts all over the world. The HOMECOMING community has played a pivotal role in this artistic explosion, spotlighting African creativity, connection and transatlantic cultural exchange. #ALLCONNECT will showcase the rise of this global community by expanding HOMECOMING’s audience into two new cities: Atlanta and London. By connecting the dots between three cities and their respective scenes. Homecoming and Jameson are coming together to host a celebration of one Global community. The series of events and supporting content will unite talent and communities from across the African diaspora over a shared love of music, style and of course, a glass of whiskey.

Every city will have an individually curated line-up packed full of special guests and surprise appearances, to shine a light on the best that each local scene has to offer. Atlanta is head-up by Love Renaissance (LVRN), a locally based, black-founded record label founded in 2012 by Tunde Balogun, Justice Baiden, Carlon Ramong, Junia Abaidoo and Sean Famoso McNichol. Julie Adenuga and Izzy Bossy will be representing their hometown, while Lagos will be represented by the legendary DJ Obi and Teezee.

Speaking on how this unique partnership came to life, Founder of HOMECOMING, Grace Ladoja said:

All eyes are on Africa, and it’s a very exciting time. Homecoming has been building a global community over the past five years and organically amplifying African creatives.  With #ALLCONNECT we are excited to connect people in real life taking them out of Africa for the first time to the UK and USA and bringing people to Lagos for their first Homecoming experience, offering a unique opportunity of genuine connection. Patta is our family; they have supported us since the first Homecoming Lagos, so we are excited to collaborate to make some exclusive products. We’ve also worked with Jameson since 2017, so excited to bring this project to life – together, we are continuing to widen the circle!”

Co-Founder of Patta, Gee said: “Homecoming for me has been a life changing experience. In so many different ways it’s hard to catch in a couple of sentences, so I’ll do it in a couple of words instead: Inspiration, Learning, Blackness, Excellence and Friendship.”

The #ALLCONNECT tour will kick off on Monday 29 August in London, then Atlanta on Saturday 03 September, before culminating with a final show back home in Lagos on Sunday 11 September. For the Lagos show, all profits are going towards WAF Skatepark, a cultural and cross-generational exchange project supported by WAFFLESNCREAM, Nigeria’s first skateboarding company.

For further updates and artist announcements, stay tuned to HOMECOMING and Jameson Whiskey channels.

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