Jack Daniel's promotes 20 indie artists with show series

THIS YEAR, eight Filipino production groups will be celebrating the strength of Filipino indie music through a series of live events staged around Metro Manila.

- —Bronté H. Lacsamana

It marks the second phase of Jack Daniel's On Stage, a multiyear music program by the whiskey brand Jack Daniel’s which aims to shine a spotlight on Filipino indie artists and producers.

This year’s set of experiences is taking place under the theme “Road to Indiefest,” culminating in the Jack Daniel’s Indiefest in 2026.

“This is all about celebrating local indie artists and, of course, the communities around them. We're here to give them more spaces, more opportunities, and more ways to reach new audiences,” Gabriel Fajardo, brand marketing manager for Jack Daniel’s Emerging Asia, said at the media launch on Sept. 9.

He added that the whiskey brand has been supporting music since 1866.

“Jack Daniel’s and our indie partners have shared values,” he said at the event in Makati City. “Authenticity, independence, and staying true to who you are.”