Atlanta-based file 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 growth 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 Schooling Convention. It hosts a signature pool celebration occasion known as Island Hours, and has helped promote African and Caribbean acts comparable 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 Trend 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 by 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 by music and tradition.”
Tunde Balogun, LVRN
Because the funding, Jerk X Jollof has attracted famend DJs and celebrities to its occasions, with trade heavyweights like Skepta and Uncle Waffles, alongside tastemakers like Soulection’s Joe Kay all gracing Jerk X Jollof’s levels. Music icons comparable 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 dwelling grown mentality & technique in direction of creating lasting moments throughout music & tradition that resonate deeply with shoppers is what made us really feel actually assured in becoming a member of forces with them.”
“LVRN’s dwelling grown mentality & technique in direction of creating lasting moments throughout music & tradition that resonate deeply with shoppers 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 increase deeply into the Afro-Caribbean house lined up completely with our plans to additional develop the Jerk X Jollof model into the family title that’s already turning into around the globe.”
The collaboration between LVRN and Jerk X Jollof has additionally seen the creation of the Jerk X Jollof Stage at Promiseland Australia, occurring in October. Following a Jerk X Jollof tour in Sydney and Melbourne, the group curated the competition’s amapiano stage known as the Jerk X Jollof Stage to showcase completely different skills.
“This dedication is not only 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 inside the house, one thing that has been lacking for some time,” Balogun added.
Jerk X Jollof marks the newest in LVRN’s funding portfolio after the latter made strategic investments in music/tech startup EngineEars, AI-powered advertising and marketing 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 12 months. LVRN additionally has partnerships with Warner Chappell Music and music streaming and discovery platform Audiomack.
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