Ballantine’s and COLORSxSTUDIOS Team Up to Bring Fans Closer to Raw Music

In an era of polished performances and heavily curated content, new research from Ballantine's reveals that music fans are craving something far more authentic. According to a global survey of more than 9,000 music fans, 88 per cent say authenticity is the most important factor in forming a genuine connection with an artist. Meanwhile, 84 per cent believe unscripted moments are what make live performances truly unforgettable.

Responding to this shift, Ballantine’s has announced a new global partnership with COLORSxSTUDIOS, the influential music platform renowned for its stripped-back performances and spotlight on emerging talent.

The collaboration marks a new chapter for Ballantine’s long-running True Music platform, which has spent more than a decade championing authentic music culture across the globe. Together, Ballantine’s and COLORSxSTUDIOS will create intimate live experiences designed to remove the barriers between artists and fans.

The partnership launches this month at TONES of Madrid, a multi-day event running from 26–28 May, headlined by Latin GRAMMY-winning Argentine duo CA7RIEL & Paco Amoroso. The line-up also features Spanish artists Blanco Palamera, Lua De Santana and Merca Bae.

Nick Blacknell, VP of Marketing at Ballantine’s, said the partnership is about “stripping away the barriers that can stand between artists and fans,” creating music experiences that feel “unpolished, intimate and human.” For CA7RIEL & Paco Amoroso, the collaboration is a natural fit.

“Some of the best things in music happen when you leave space for spontaneity,” the duo said. “People are connecting to things that feel real and immediate instead of overly polished.” The move reflects a wider trend across the music industry, as fans increasingly seek honest, emotionally resonant performances over highly produced spectacles.

Fans can register for free tickets to TONES of Madrid via COLORSxSTUDIOS, while Ballantine’s has confirmed further True Music events will roll out globally throughout 2026 and beyond.

Fans can sign up for free tickets at https://colorsxstudios.com/live. For more information on True Music and to look out for further unstaged events around the world, head to ballantines.com/en/true-music.