Jägermeister x Music

Jägermeister and music simply belong together. What began in the early 1990s in the United States with a handful of rock and metal bands, quickly evolved into a full-blown Jägermeister Music Tour – the first in the US spirits industry. In Germany, too, Jägermeister struck new chords with programmes such as Band Support or the Jägermeister Rock:Liga.

Meanwhile, Jägermeister and the music scene are inseparable. Around the world, the ‘best nights’ don’t just call for the perfect shot, but also unforgettable beats.

That is why Jägermeister backs aspiring musicians, DJs and bands worldwide. Programmes such as the JägerMusic Awards in Russia, JägerMusic in the UK, the Musikplatz in Latin America or the JägerMusic Lab in Italy support up-and-coming talents..

The After Dark Society extends this assistance to artists of all genres, uniting DJs, tattoo artists, bands, dancers, photographers and other creatives from around the world. Above all, Jägermeister gives these artists the freedom to live their identities and express themselves in their work. The Night Embassy, which opened its doors for the first time in Berlin in 2019, gave various artist collectives from Berlin precisely this freedom for several weeks. Positive resonance led the format to be exported to other capitals.

Jägermeister is also represented at music festivals worldwide. In Germany the festival installation ‘Platzhirsch’ rocked outdoor events until 2019. The 20-metre high stag with flaming antlers and steaming nostrils appeared at the biggest German festivals (Rock am Ring, Deichbrand, Wacken). Festivalgoers could celebrate on its three levels and enjoy ice cold shots and mixed drinks. The giant wooden stag provided a stellar view of the main stages while hosting the hippest bands and DJs. Its successor is already in the works.