Ballantine’s Scotch Whisky has announced a long-term global partnership with COLORSxSTUDIOS, the Berlin-born music platform, to deliver stripped-back live music experiences under the brand’s True Music banner. The partnership will debut at TONES of Madrid from May 26-28, 2026, headlined by Grammy Award-winning Argentinian duo CA7RIEL & Paco Amoroso.
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READ THE STORYThe collaboration is backed by new global research commissioned by Ballantine’s, surveying 9,000 fans across nine countries. The findings reveal that nine in 10 fans consider authenticity the most important factor in connecting with an artist today.
Additional data points underscore the demand for unscripted experiences. Eighty-four percent of respondents said unexpected, unscripted moments make live music unforgettable, while 60% identified live performance as the most powerful way to connect with an artist.
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Barriers remain, however. Four in 10 fans said overly scripted shows hinder genuine connection, and one in three said they cannot afford to attend live events at all.
Nick Blacknell, VP of marketing for Ballantine’s, said: "Music fans are telling us they want something real. This partnership is about stripping away the barriers that can stand between artists and fans, from the rising cost of live music to experiences that can feel fabricated or out of reach. Together with COLORSxSTUDIOS, we’re creating moments that feel unpolished, intimate and human, giving fans the chance to experience music the way it’s meant to be felt — up close, honest and shared."
The Madrid event will feature supporting performances from Spain’s Blanco Palamera, Lua De Santana, and Merca Bae. CA7RIEL & Paco Amoroso will headline on May 27.
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"Some of the best things in music happen when you leave space for spontaneity," CA7RIEL & Paco Amoroso said. "Right now, people are connecting to things that feel real and immediate instead of overly polished. That’s always been part of what makes COLORSxSTUDIOS special to us — the focus stays on the performance, the energy, and the artist. Partnering with Ballantine’s and COLORSxSTUDIOS on this feels natural because it’s rooted in that same spirit of openness and creative freedom."
Ballantine’s will serve as the official spirits partner of TONES of Madrid and will host a series of listening takeovers spotlighting emerging artists. DJ collectives will broadcast live across the three-day event.
The partnership marks the next chapter in Ballantine’s True Music platform, which has long positioned the Scotch whisky brand at the intersection of music culture and accessibility. Future True Music events are planned for additional cities worldwide through 2026 and beyond.
Free tickets for the Madrid event are available at colorsxstudios.com/live.
